OTT advertising platforms let brands serve video ads directly to viewers streaming content over the internet, bypassing traditional broadcast and cable entirely. The inventory spans connected TVs, mobile devices, and desktop, with targeting capabilities that linear TV never had. Done well, OTT sits at the intersection of reach and relevance. Done poorly, it becomes expensive…
In-store advertising is any paid or owned media placed within a retail environment to influence purchase decisions at or near the point of sale. That includes everything from shelf-edge displays and floor graphics to digital screens, audio, sampling stations, and sponsored placement. It is one of the oldest forms of commercial communication, and one of…
Mass tort advertising is a highly specialised form of direct response marketing designed to identify and recruit potential plaintiffs for large-scale litigation, typically involving defective drugs, medical devices, or environmental harm. It operates at the intersection of legal services marketing and performance media, where cost-per-lead economics are extreme, competition is fierce, and the margin for…
Point of care advertising places brand messages in clinical settings, at the exact moment patients and healthcare providers are making treatment decisions. It works because the context is irreplaceable: a patient sitting in a waiting room or exam room is not scrolling past your ad. They are present, attentive, and often already thinking about the…
Mixed media advertising is the practice of running coordinated campaigns across multiple channels simultaneously, so that each channel reinforces the others rather than operating in isolation. Done well, it compounds reach, builds frequency across different contexts, and creates the kind of cumulative brand presence that single-channel campaigns simply cannot replicate. The case for it is…
Narrative in advertising is the use of story structure to move an audience from indifference to engagement, and from engagement to action. It works not because it manipulates, but because the human brain processes stories differently from information: we simulate them, we feel them, and we remember them far longer than any product claim. Most…
Competitive advertising is when a brand directly or indirectly references a rival to position itself as the better choice. Done well, it sharpens your positioning, steals share of mind, and forces competitors onto the back foot. Done badly, it makes you look desperate and hands your rival free attention. The examples worth studying are not…
Flighting advertising is a media scheduling strategy where advertising runs in defined bursts, separated by periods of reduced spend or complete silence. Rather than maintaining a constant presence, brands concentrate budget into specific windows, then pause, then return. Done well, it lets a brand punch above its weight. Done poorly, it creates gaps that competitors…
Addressable advertising is the practice of delivering ads to specific, identifiable audiences rather than broadcasting to everyone who happens to be watching, reading, or scrolling. Instead of buying a slot and hoping the right person sees it, you define the audience first and the media second. The targeting can be based on demographics, behaviour, purchase…
Advertising exists to change behaviour. That is the complete answer. Everything else, the brand storytelling, the media planning, the creative craft, the channel strategy, is in service of that one commercial purpose. If the advertising you are running is not changing what people think, feel, or do in ways that benefit the business, it is…
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