WTF is creative refresh?

Advertisers want to ensure that their CTV campaigns stand out amongst competing ads and overcome the obstacle of ad fatigue — all toward the goal of reaching and resonating with their intended audiences.

To get the most mileage out of CTV campaigns, marketers are prioritizing an approach known as creative refresh — creating multiple variations of different ad units, informed by and updated based on consumer engagement and response metrics. This WTF guide breaks down the unique steps of a creative refresh for CTV and why refining the practice is critical for driving CTV ad performance in 2022. Download it to learn about:

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