iSpot

Audiences call the shots—deciding what, when, where, and how they watch. Reaching them is hard. Proving impact? Even tougher. That reality set the stage for some standout insights at #TVDisrupt2025, where speakers tackled the art (and science) of making video ads work harder. Steve Hartmann (Experian), David Coleman (Ocean Media), and Ben Beaty (the LEGO Group) shared how they're cutting through cross-screen complexity—mastering reach, frequency, and verification with iSpot's unified ad-first measurement across linear, streaming, and social video. To wrap up the day, Monica Longoria (LG Ad Solutions) and David Coletti (iSpot Team) broke down a winning framework for allocating ad spend across platforms—showing that top-performing brands with a well-balanced mix achieved: ?? +18% higher total TV reach ?? +63% higher unique CTV reach ?? +105% higher web conversions With results like that, 2025 might just be the year of the CTV-first strategy. Stay tuned for more event highlights.

The attribution conversation is heating up at #TVDisrupt2025?? From speed and automation to scaling reporting to meet the spectrum of KPI needs among advertisers, media mavens Michele Stone (Paramount), Noelle Huynh (Warner Bros. Discovery), Kym Frank (Fox Corporation) and PJ Gasparini (NBCUniversal) discussed the highs and lows of attribution in today's premium video space with iSpot SVP of Media Partnerships Stuart Schwartzapfel.

?? A key theme emerging at #TVDisrupt2025: Creative and media work better together. Experts from The Trade Desk, Roku, and Microsoft Advertising shared how measurement is shaping CTV partnerships and performance: ? Data partnerships are driving performance gains ? Interactive and shoppable ads are redefining engagement ? AI is transforming creative automation and boosting ROI Earlier in the day, Lindsey Woodland, PhD, SVP Client Data Science at iSpot, highlighted how creative testing can reveal unexpected insights that drive big results. Case in point: one brand identified its top-performing ad by pre-testing three creative variations—ultimately choosing one that scored 86 points above the norm.

Kara O'Brien, Head of Brand Marketing & Analytics at Wayfair, broke down how her team shifted from a heavy reliance on high-conversion networks to a more balanced, cross-platform ad strategy—spanning FAST channels, SVOD, live sports, and broadcast—at #TVDisrupt2025. The payoff? Greater reach, stabilized frequency and stronger brand and behavioral outcomes.

Starting with real-time TV ad tracking through outcomes at scale, Sean Muller, iSpot Founder & CEO, recapped a decade of ad-first measurement innovation and previewed an ambitious future in the opening keynote at #TVDisrupt2025. It’s all about transforming wasted ad spend into measurable impact ??

20 minutes to go until sessions start at the 10th annual TV Disrupt! The energy is electric at PENN 2 ? The stage is set. Speakers are ready. And crowds are rolling in. Today is all about the current state and promising future of unified ad-first measurement across creative, audience, & outcomes. Stay tuned for key insights throughout the day! #TVDisrupt2025

?? Last chance to join us tomorrow at 1:30PM for the 10th Annual TV Disrupt! Space is limited; reserve your seat now before it’s too late: https://lnkd.in/gTKkysCt Don't miss out on an afternoon at PENN 2 in NYC alongside 250+ senior leaders from top brands, agencies, publishers, and networks. ?? Gain insights from industry leaders like Wayfair, The Trade Desk, Roku, Microsoft, Experian, the LEGO Group, Paramount, Warner Bros. Discovery, NBCUniversal, and LG Ad Solutions. You'll discover strategies to connect video ads to outcomes and make every second—and ad dollar—count. Then, turn new ideas into action at the happy hour where strategic partnerships could be born.

adidas isn’t just selling sportswear—it’s fueling a movement. And the numbers prove it: when powerful storytelling connects, it performs. ?? Message breakthrough: 30%—well above the 12% norm. ??? Purchase intent: +8% points above the benchmark. ? Change & Relevance: Scored above the category’s 90th percentile. See the entire creative outcome breakdown ?? https://lnkd.in/dhJd5q3K Kudos to the Adidas team—Chris Murphy, Mo Adlouni, Jasper Nash, Carly Rushford, Alex Gatewood—and agency 180LAB for an ad that inspires and delivers ??

60% of smart TVs solely streamed in Q2 of last year. That shift is reshaping ad strategies—see how the top 10 brands by share of voice compare across streaming & linear ?? https://lnkd.in/e2ZVU8gH Quick highlights: ?? The top 100 streaming advertisers accounted for 2.90% pts. more total ad reach than linear’s top 100 (+10.12% relative to linear). ?? Allstate secured the No. 1 spot on streaming but didn’t rank in linear’s top 10. ?? The Wendy's Company leaned into live sports, with one-third of its linear ad impressions tied to the genre. With brands making platform-specific plays, unified measurement is key to understanding where, when, and how ads make an impact.

60% of smart TVs solely streamed in Q2 of last year. That shift is reshaping ad strategies—see how the top 10 brands by share of voice compare across streaming & linear ?? https://lnkd.in/e2ZVU8gH Quick highlights: ?? The top 100 streaming advertisers accounted for 2.90% pts. more total ad reach than linear’s top 100 (+10.12% relative to linear). ?? Allstate secured the No. 1 spot on streaming but didn’t rank in linear’s top 10. ?? The Wendy's Company leaned into live sports, with one-third of its linear ad impressions tied to the genre. With brands making platform-specific plays, unified measurement is key to understanding where, when, and how ads make an impact.