MarkApp, a leading independent adtech company with a global footprint in mobile app, connected TV (CTV), and web monetization, today announced a strategic partnership with Sovrn, the industry’s premier provider of commerce intelligence, audience targeting, and publisher monetization solutions. This collaboration marks a significant milestone in MarkApp’s mission to deepen its value proposition for both advertisers and publishers across all digital environments. Leveraging Sovrn’s Commerce Stack for Contextual Performance Through this partnership, MarkApp will integrate Sovrn’s cutting-edge Commerce solutions, enabling precision-level product linking, SKU-based ad targeting, and performance-driven affiliate monetization. Sovrn’s commerce intelligence—derived from billions of shopping intent signals—will empower MarkApp to deploy highly contextual, shoppable ad formats across its publisher network. This includes real-time dynamic product feeds embedded in content-rich environments, optimized for both app and mobile web placements. “With Sovrn, we’re bringing the full-funnel commerce journey into the media layer,” said Sotiris Oikonomou, Managing Director at MarkApp. “From inspiration to conversion, we’ll connect shoppers to products across premium content experiences—especially in high-performing verticals like lifestyle, tech, and entertainment.” Audience Targeting at Scale with Verified Intent Data Sovrn’s Audience targeting layer—powered by deterministic, privacy-safe intent data—is now available across MarkApp’s exchange. This includes hundreds of scalable segments derived from on-site behaviors, content signals, and transactional patterns, enabling advanced targeting for advertisers in cookieless environments. By enriching its programmatic bidstream with Sovrn’s real-time audience segments, MarkApp’s demand-side partners gain superior precision in reaching high-value consumers on both mobile and CTV. This is especially critical as third-party identifiers phase out, and attention shifts toward first-party signal enrichment and contextual intelligence. Integrated Across Programmatic and Direct Pipes The integration extends across MarkApp’s real-time bidding stack, direct IO workflows, and PMP (private marketplace) deals—ensuring advertisers can activate Sovrn-powered commerce and audience products seamlessly through any buying channel. Meanwhile, publishers monetizing through MarkApp benefit from higher CPMs, deeper engagement metrics, and monetizable shopping journeys layered into their editorial content. A Strategic Move for a Cookie-Free Future This partnership underscores MarkApp’s continued commitment to future-proofed monetization and scalable value creation. With Sovrn’s proprietary signal graph, MarkApp is uniquely positioned to deliver end-to-end outcomes—from attention to action—across a fragmented digital ecosystem. “MarkApp is one of the most agile and innovative exchanges in the market today,” said a Sovrn spokesperson. “We’re excited to see how their tech-forward team activates our commerce and audience tools to create a smarter, more connected advertising experience.” About MarkApp MarkApp is an independent, high-growth adtech company offering programmatic infrastructure, monetization services, and direct demand integrations across mobile apps, web, and connected TV. With a global network of partners and an in-house product suite including real-time analytics, AI-powered optimization, and automated billing, MarkApp powers performance-driven advertising at scale. About Sovrn Sovrn provides advertising, affiliate commerce, and audience products to thousands of publishers, delivering insights and monetization across more than 60,000 websites globally. Known for its first-party data capabilities, Sovrn helps partners maximize yield, performance, and value in a privacy-first advertising landscape.
MarkApp Successfully Registered as an IAB TCF Vendor by IAB Europe
MarkApp Media LTD, a prominent player in digital advertising and media technology solutions, proudly announces its successful registration as an approved vendor within the Transparency and Consent Framework (TCF) managed by IAB Europe. About IAB & IAB Europe The Interactive Advertising Bureau (IAB) is a global organization that empowers the media and marketing industries to thrive in the digital economy. It provides industry standards, conducts research, and promotes best practices for digital advertising effectiveness and sustainability. IAB Europe, the European-level association for the digital marketing and advertising ecosystem, administers the Transparency and Consent Framework (TCF). IAB Europe facilitates compliance with privacy regulations, such as the General Data Protection Regulation (GDPR) and the ePrivacy Directive, by providing a unified framework that manages user consent for data processing and digital advertising across Europe. MarkApp’s Role and Activities MarkApp Media LTD specializes in providing innovative ad-tech solutions, operating its own advanced ad exchange platform. The company maintains direct relationships with publishers and advertisers, in addition to strategic partnerships with leading Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). MarkApp delivers targeted advertising across web environments, mobile applications, and Connected TV (CTV) channels, significantly enhancing advertising efficiency and effectiveness. The Transparency and Consent Framework (TCF) The IAB Europe Transparency and Consent Framework is designed to standardize data privacy compliance within the digital advertising industry, focusing on clear user consent and transparency in personal data handling. It provides a robust mechanism enabling digital publishers, advertisers, and technology providers to operate transparently, comply with regulations, and build user trust. Importance and Benefits of Vendor Registration Being successfully vetted and registered as an IAB TCF Vendor signifies that MarkApp Media LTD meets rigorous compliance standards for data privacy and transparency. This prestigious recognition provides multiple strategic advantages: MarkApp’s successful registration underscores its dedication to responsible data use, enhancing trust and driving the future of privacy-centric digital advertising.
Independent Agency Trends2025
As the landscape of the U.S. advertising agency business evolves, independent agencies are poised for significant growth and increased relevance in 2025 and beyond, based on comprehensive market analysis and industry insights. The following key factors highlight why independent agencies are favorably positioned: In conclusion, the strategic alignment with client-centricity, adaptability in service delivery, focus on sustainable growth, responsiveness to emerging market dynamics, competitive positioning against larger incumbents, and proactive adoption of advanced technologies such as AI position independent agencies for substantial growth and increased market influence in 2025 and the years ahead.
How Digital Media Publishers Can Survive and Thrive for the Next 25 Years
The publishing landscape has dramatically shifted, and traditional monetization methods have evolved significantly. Publishers today grapple with declining direct traffic, evolving social media dynamics, and increasingly fragmented audience attention. To thrive in this challenging digital ecosystem, publishers must embrace new strategies emphasizing quality content, innovative monetization, and community engagement. Maintaining Competitive Advantage through Quality Content Historically, publishers adhered to a straightforward approach—build great content, and audiences naturally followed, primarily driven by effective SEO practices. However, the current digital environment is dominated by aggregator platforms and social media networks that effectively gatekeep content visibility. To counter this, publishers have often turned to sensationalism, leaning heavily on opinion and editorial pieces to drive unique engagement. Moving forward, sustainable differentiation must be rooted in high-quality, accurate, and deeply engaging content. Publishers who invest significantly in original reporting, factual accuracy, and journalistic integrity will establish themselves as trusted brands. In an era increasingly inundated with misinformation, a reputation for reliable and authoritative content is a formidable competitive advantage that cannot easily be replicated by aggregators or AI-generated content. Strategic Investment in Distribution and Monetization Technologies Today’s users interact primarily through mobile devices and social media platforms, reducing reliance on traditional desktop publishing. Publishers must adapt by using strategic content distribution methods—such as providing engaging excerpts on social media to entice audiences toward their core platforms. This approach offers potential subscribers a sample of content value before requesting subscription commitments. Publishers can leverage nuanced monetization strategies like metered paywalls, which allow limited free access to premium content. This model has proven successful by providing audiences with a tangible demonstration of value, thereby increasing conversion rates to paid subscriptions. Immediate and inflexible paywalls, conversely, discourage potential subscribers who prefer to understand content value prior to making financial commitments. Enhancing Engagement through Community Building One of the most transformative strategies for publishers in the next decades will be community building. With users craving genuine connection and meaningful interactions, publishers that foster vibrant, interactive communities around their content will gain significant advantages. Forums, interactive comment sections, live discussions, and integrations with platforms like Discord can transform passive content consumption into active community engagement. Reducing intrusive advertising enhances the user experience, improving audience loyalty and increasing time spent on-site. Publishers who create clean, intuitive, and user-friendly interfaces will not only drive deeper engagement but can also command higher rates for advertising placements. Advertisers increasingly seek targeted, engaged audiences—communities that publishers can cultivate through thoughtful content and interactive experiences. Future-Proofing Publishing through Community and Engagement While maintaining competitive content and embracing advanced monetization tools are essential, community building remains uniquely resilient against disruption from social media or generative AI. Authentic, engaged communities cannot be easily replicated or appropriated. They represent a robust foundation for sustainable revenue growth and enduring reader loyalty. Publishers embracing this holistic approach—quality content, intelligent distribution, innovative monetization, and vibrant community engagement—will not merely survive but thrive in the rapidly evolving digital landscape over the next 25 years.
GreenPMPs: Revolutionizing Sustainable Advertising in 2025
In 2025, the advertising industry stands at a pivotal crossroads, balancing robust growth with the imperative for environmental sustainability. Programmatic Media Platforms (PMPs), long integral to the digital advertising landscape, have evolved significantly, now pioneering a powerful sustainability-driven approach termed ‘GreenPMPs’. These platforms are explicitly designed to help advertisers reduce carbon emissions through eco-conscious technology and optimized campaign management. Understanding the Environmental Impact of Digital Advertising Digital advertising, despite its intangible nature, significantly contributes to carbon emissions, primarily through data centers, streaming services, and inefficient delivery processes. According to recent industry reports, digital advertising alone contributes approximately 3% of global CO2 emissions—a figure projected to rise without intervention. What are GreenPMPs? GreenPMPs are specialized programmatic marketplaces curated to prioritize environmentally friendly digital ad delivery. Leveraging advanced AI algorithms, these platforms optimize data usage, reduce unnecessary ad impressions, and strategically schedule ad deliveries during off-peak hours when energy sources are cleaner and more sustainable. Key components of GreenPMPs include: Industry Trends & Standards in 2025 By 2025, sustainable advertising has become a critical benchmark within the advertising industry. Leading global advertising consortia, including the Interactive Advertising Bureau (IAB) and World Federation of Advertisers (WFA), have established clear guidelines and standardized frameworks for measuring and reporting carbon emissions. Compliance with these standards is increasingly influencing advertising budgets and partnerships. Moreover, brands and publishers are progressively adopting Environmental, Social, and Governance (ESG) criteria, making sustainability central to their business strategies. Companies excelling in sustainability measures, especially through innovative solutions like GreenPMPs, experience enhanced reputation, consumer loyalty, and significant competitive advantages. Benefits for Advertisers and Publishers The Road Ahead GreenPMPs represent a transformative shift, setting new standards for responsible advertising practices. As 2025 progresses, the adoption of these platforms is expected to accelerate, driven by regulatory pressures, consumer expectations, and the intrinsic benefits of sustainable innovation. The future of advertising is unequivocally green, with GreenPMPs serving as a critical catalyst toward an environmentally sustainable and economically viable industry.
Retail Media & Programmatic Advertising: The Next Evolution in Commerce
The retail media landscape is undergoing a seismic transformation, with digital commerce reshaping how brands, agencies, and retailers interact. As advertising spend continues to shift, retail media is emerging as one of the fastest-growing channels, redefining how brands connect with consumers and optimize their media investments. According to GroupM’s latest “This Year, Next Year” report, UK retail media and commerce are growing at an impressive 17.7% year-on-year, outpacing most other advertising channels. Some retailers are even witnessing over 50% growth in ad spend, a trend unparalleled in other segments of the industry. The Evolution of Retail Media Retail media is not a new concept. For decades, retailers have monetized in-store placements, offering suppliers valuable shelf space and promotional opportunities. However, these early advertising efforts were largely static, analogue, and disconnected from broader digital marketing strategies. Today, the rapid digitization of commerce, coupled with sophisticated data capabilities, has transformed retail media into a powerful, scalable, and data-driven advertising channel. The key drivers behind this shift include: Retailers as Media Owners: The Walmart Playbook Retailers are increasingly behaving like media owners, leveraging their assets to create full-funnel advertising solutions. A prime example of this transformation is Walmart, which has taken inspiration from Amazon’s advertising model. With its Walmart Connect platform, the retail giant has turned its digital and in-store environments into an advertising powerhouse. Walmart’s ad business grew by 27% to $4.4 billion, making it one of the top 20 global media players. Walmart’s success is rooted in several strategic initiatives: This model is now being emulated worldwide. In the UK, Tesco’s retail media network is rapidly scaling, providing brands with connected solutions spanning digital, in-store, and shopper data analytics. However, retailers must still adapt to the advertising industry’s expectations, particularly regarding measurement standardization and self-serve capabilities. Overcoming Industry Barriers: The Path to Integration Despite its rapid growth, retail media faces hurdles in achieving full-scale adoption across the broader advertising ecosystem. Key challenges include: Retailers who align their strategies with the broader programmatic advertising ecosystem will be best positioned to capture significant ad spend. Agencies, on the other hand, will play a critical role in navigating this evolving space, bringing expertise in data, automation, and programmatic execution. The Future of Retail Media: Collaboration is Key The most successful retail media networks will be those that foster collaboration between retailers, brands, and agencies. By integrating trade and brand budgets, retailers can unlock new revenue streams, while brands can drive measurable sales outcomes. At MarkApp, we recognize that the next phase of retail media growth will be defined by: Retail media is no longer a niche segment; it is a multi-billion-dollar industry reshaping how brands engage with consumers. As digital commerce continues to thrive, retail media will become a cornerstone of modern marketing strategies, offering brands unparalleled reach, first-party data access, and full-funnel attribution. For retailers, the opportunity is clear: those who invest in scalable advertising infrastructure, embrace automation, and align with industry standards will dominate the next era of commerce. At MarkApp, we are at the forefront of this transformation, helping brands and retailers unlock the full potential of retail media in an ever-evolving digital landscape.
Sprk: The Future of Free, Ad-Supported Video on Demand
In an era where the streaming landscape is increasingly competitive, Sprk: Watch Series and Movies emerges as a compelling Video on Demand (VOD) platform, offering users high-quality content for free. Unlike subscription-based models that require monthly payments, Sprk leverages an Advertising-Based Video on Demand (AVOD) model, where profitability is driven by ad impressions and engagement. With its launch in November 2024 across mobile apps (Apple & Google stores) and Connected TV (Apple TV & Android TV), Sprk is positioning itself as a major player in the ad-supported streaming space, soon expanding to Roku and FireTV. The AVOD Model & Monetization Strategy Sprk operates on a revenue model that has seen significant adoption in the CTV (Connected TV) industry: AVOD. This strategy enables users to access a vast library of movies, TV shows, and exclusive originals without a subscription fee, while revenue is generated from advertisers who place targeted ads during content playback. Given the increasing shift towards ad-supported streaming, AVOD platforms like Sprk are seeing higher engagement rates and longer watch times, making them attractive to advertisers. Key elements of Sprk’s monetization strategy include: Content & User Engagement Sprk’s content catalog is a major draw, offering an extensive selection of popular movies, TV series, and exclusive originals across multiple genres. The platform also prioritizes personalized user experiences by implementing: Industry Trends & Competitive Positioning The rise of CTV advertising and the increasing cord-cutting movement have driven exponential growth in the AVOD sector. Industry reports indicate that AVOD revenue is projected to surpass $91 billion globally by 2026, fueled by increased adoption of CTV devices and mobile streaming. Sprk capitalizes on these trends by: MarkApp’s Role in Ad Management As the exclusive ad manager for Sprk, MarkApp plays a crucial role in optimizing revenue and ensuring high-quality, brand-safe advertising experiences. By integrating Sprk’s inventory with leading Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs), MarkApp facilitates: With its ad-supported model, robust content catalog, and strategic expansion across mobile and CTV platforms, Sprk is well-positioned to disrupt the VOD landscape. As AVOD adoption accelerates, platforms like Sprk provide an attractive alternative to traditional SVOD services, offering free, high-quality entertainment while driving substantial ad revenue. As Sprk gears up for its Roku and FireTV debut, it cements its role as a next-generation streaming platform, delivering value to both viewers and advertisers alike. Stay tuned for continued growth as Sprk redefines the future of free, on-demand entertainment. Available Links: Android Store: https://play.google.com/store/apps/details?id=com.pdr.sprkapp.a Apple Store: https://apps.apple.com/us/app/sprk-watch-series-and-movies/id6590630521 https://youtu.be/HIqsNSjX8gM?si=MhRzD03G6U0wEJZc
Maximizing CTV’s Impact: Balancing Brand Growth and Performance Marketing
Connected TV (CTV) has emerged as a powerful advertising channel, offering both broad reach and precision targeting. However, despite its growing prominence in media strategies, many marketers still perceive CTV primarily as a performance marketing tool rather than a long-term brand-building asset. A comprehensive analysis of the CTV landscape highlights key challenges and opportunities, including the ongoing shift in media investment, targeting strategies, and measurement limitations. Below are three critical insights shaping the future of CTV advertising. 1. Balancing Brand Equity and Performance Metrics for Sustainable Growth While the digital advertising ecosystem increasingly emphasizes short-term performance metrics, long-term brand-building remains essential for sustained success. Research indicates that a significant portion of advertisers are reallocating budgets towards media channels that offer measurable ROI and real-time insights. However, an overemphasis on immediate conversions can lead to the underutilization of CTV’s broader potential. CTV provides access to vast audiences, with a growing share of households transitioning to smart TVs. Successful advertisers recognize the need to maximize reach across broad consumer segments rather than focusing solely on lower-funnel conversions. Brands that maintain a commitment to brand-building initiatives tend to outperform competitors over time. 2. Over-Targeting and Measurement Fragmentation Are Limiting CTV’s Growth Despite its advanced addressability and targeting capabilities, CTV is often positioned as a lower-funnel digital channel rather than a scalable brand-building platform. While audience segmentation and precise targeting have driven budget shifts to CTV, hyper-targeted campaigns may limit reach, inflate CPMs, and reduce overall efficiency. Expanding targeting parameters can enhance brand awareness and optimize long-term media effectiveness. Additionally, measurement fragmentation remains a critical challenge. Unlike traditional television, where standardized metrics exist, CTV lacks a unified approach to data sharing and cross-platform measurement. Without standardized attribution frameworks, advertisers may struggle to fully integrate CTV into their broader media mix models. 3. The Need for Comprehensive Cross-Platform Measurement Accurate measurement continues to be one of the most significant barriers to increased CTV investment. The absence of a central data provider for CTV, similar to linear television, complicates efforts to assess performance consistently. Many marketing mix models (MMM) and multi-touch attribution frameworks fail to capture CTV’s true impact due to inconsistent reporting methodologies. As a result, advertisers risk misallocating budgets and undervaluing CTV’s long-term contribution to brand equity and customer acquisition. Industry-wide collaboration is essential to establish more robust measurement standards that allow advertisers to integrate CTV effectively into holistic media strategies. Unlocking the Full Potential of CTV As the advertising landscape continues to evolve, marketers must adopt a balanced approach that leverages CTV for both immediate performance outcomes and long-term brand growth. By broadening targeting strategies, advocating for improved measurement standards, and aligning CTV investments with overarching brand objectives, advertisers can fully capitalize on CTV’s unique strengths. A well-structured CTV strategy will not only drive short-term engagement but also establish a sustainable foundation for long-term brand success.
Unlocking the Power of Context: Introducing Pantheon, MarkApp’s Contextual Bidder for CTV and Mobile Apps
In a post-cookie, privacy-first era, contextual relevance has become the new currency in programmatic advertising. At MarkApp, we are proud to introduce Pantheon, our proprietary contextual bidder technology designed specifically for Connected TV (CTV) and Mobile App environments. With over 7 billion monthly bid requests, Pantheon stands at the core of our infrastructure, enabling real-time enrichment of every impression with content-level, behavioral, and device-specific insights. The result? Smarter decisions for DSPs, improved user experience for audiences, and significantly higher performance for advertisers. What Makes Pantheon Unique 1. Contextual Precision in Real-TimePantheon dynamically analyzes each request based on metadata like content genre, screen type, app category, and time of day — all without relying on cookies or IDs. This ensures ID-less audience segmentation while staying compliant with global data regulations (GDPR, CCPA). 2. Custom Bidstream IntelligenceThrough OpenRTB enrichment, Pantheon delivers powerful signals to DSPs: App and content taxonomy Geo-location and language layers IAB categories and brand safety flags Engagement potential scoring 3. Built for PerformancePantheon has demonstrated: +28% uplift in engagement rates Reduced CPM volatility Higher ad relevance and ROI for buyers 4. Global CTV and App ReachPantheon operates across premium supply from direct partners: CTV: Rakuten, TCL, Scripps, WedoTV, Netcom Mobile SDKs: Verve, Digital Turbine, Algorix, Inmobi, SmaatoCovering 60% NA, 30% EMEA, and expanding in APAC and LATAM Future-Proof & Transparent Pantheon is integrated with HUMAN, Pixalate, and operates under IAB’s TCF framework. It is fully compatible with Prebid Server, ORTB 2.5+, and ready for evolving privacy and transparency standards. Let’s Build Smarter Media Together Whether you’re a DSP, agency, or brand buyer, Pantheon helps unlock high-quality impressions that match your goals. Ready to scale your CTV or in-app strategy with the power of context? Get in touch with us at adtech@markappmedia.site
MarkApp Joins IAB Hellas: Elevating Innovation, Credibility & Industry Influence
MarkApp is proud to announce its official membership in IAB Hellas, the Greek chapter of the Interactive Advertising Bureau (IAB), a globally recognized organization driving the advancement of digital marketing, advertising technology, and media innovation. This strategic move reflects MarkApp’s commitment to industry excellence, regulatory alignment, and continued growth within the evolving digital advertising ecosystem. The Strategic Significance of IAB Membership IAB is the leading global authority in digital advertising standards, best practices, and policy advocacy, with an extensive network spanning over 45 countries. As a member of IAB Hellas, MarkApp gains direct access to a wealth of industry expertise, research, and collaborative initiatives that shape the future of programmatic advertising, data-driven marketing, and emerging media technologies. By joining IAB Hellas, MarkApp strengthens its positioning within a network of top-tier advertisers, publishers, agencies, and technology providers who are collectively driving the digital transformation in Greece and beyond. This partnership reinforces our commitment to innovation, transparency, and ethical advertising practices while ensuring we remain at the forefront of industry developments. IAB’s Role in Greece and Worldwide IAB Hellas plays a pivotal role in advancing digital advertising in Greece, fostering market growth, educating stakeholders, and advocating for policies that promote responsible advertising. Its initiatives include: On a global scale, IAB’s impact extends through IAB Europe, IAB Tech Lab, and IAB Global Network, setting the foundation for technological innovation and regulatory alignment across digital markets worldwide. What This Means for MarkApp As an IAB Hellas member, MarkApp unlocks several key advantages: MarkApp’s Commitment to the Future MarkApp’s integration into IAB Hellas aligns with our vision of delivering cutting-edge programmatic solutions, AI-powered ad optimization, and data-driven marketing strategies that redefine performance advertising. Our collaboration with IAB will further strengthen our ability to navigate an increasingly complex digital landscape while delivering superior value to our clients and partners. As we embark on this journey, we look forward to leveraging IAB Hellas’ resources, engaging in industry dialogue, and playing an active role in shaping the future of digital advertising. MarkApp remains committed to driving innovation, excellence, and responsible growth—now, as an official member of IAB Hellas.
4 Key Mother’s Day Advertising Strategies to Elevate Your 2025 Campaign
Mother’s Day is one of the most widely recognized holidays in the United States, ranking just behind Christmas and Thanksgiving in terms of celebration. This presents a major opportunity for brands to connect with their audiences. However, consumer behaviors are evolving, requiring businesses to rethink how they engage potential buyers during this sentimental season. To maximize success, advertisers must focus on three core elements: crafting resonant messaging, emphasizing the value behind their offerings, and strategically placing their campaigns where their audience is most engaged. Connected TV (CTV) is proving to be an effective channel, especially considering that 65% of mothers with children under two actively use streaming services—outpacing the 59% of all women who do the same. Based on recent market insights and performance data, here are four key trends that can shape a winning Mother’s Day advertising strategy in 2025. 1. Consumers Are Redefining What Constitutes a “Good Deal” Economic uncertainty in recent years has shifted consumer perspectives on what makes a purchase worthwhile. Traditionally, shoppers equated discounts with lower prices, but today, they’re considering additional factors such as convenience, quality, and exclusivity when making buying decisions. Recent surveys highlight this transformation: While traditional gifts like flowers and greeting cards remain popular, experiential gifting—such as travel, entertainment, and activities—has gained traction. This shift was reflected in advertising performance as well, with brands in the arts, entertainment, and travel sectors seeing noticeable improvements in conversion rates and cost efficiency leading up to Mother’s Day 2024. To stand out, brands should emphasize more than just discounts. Highlighting the overall value of an experience, service, or product—particularly in a way that aligns with emotional gifting—can drive consumer engagement. 2. Early Planning Translates to Higher Conversions While last-minute shopping spikes are common in some holiday seasons, Mother’s Day tends to follow a different pattern. Data shows that most gift buyers prefer to plan ahead, with 70% of consumers making their purchases two weeks to a month before the holiday—a sharp increase from 56% in 2023. This purchasing trend aligns with advertising performance data. Brands that launched their Mother’s Day campaigns at least a month in advance saw a steady rise in conversions, peaking in the final days before the holiday. Additionally, cost per acquisition (CPA) decreased for early advertisers, despite the heightened competition during the season. For brands looking to maximize their impact, the takeaway is clear: start your advertising campaigns at least two to four weeks before Mother’s Day. This gives you time to build brand awareness, optimize campaign performance, and capture high-intent buyers before the holiday rush. 3. Brands Are Taking a More Inclusive and Emotionally-Driven Approach While Mother’s Day is a joyful occasion for many, it can also be a difficult time for those who have lost loved ones or experienced challenges related to motherhood. Recognizing this, brands have started incorporating more empathetic messaging and flexible marketing approaches. Some companies now offer customers the option to opt out of Mother’s Day promotions to respect their personal experiences. Others have shifted their messaging to reflect a broader definition of motherhood, highlighting grandmothers, mentors, and other maternal figures in their campaigns. Creative storytelling is also playing a bigger role in Mother’s Day marketing: For advertisers, this trend highlights the importance of personalized and emotionally resonant messaging. Whether through user-generated content, brand-driven narratives, or celebrity endorsements, successful campaigns will be those that genuinely connect with their audiences on an emotional level. 4. Small Businesses Experience a Surge in Sales Mother’s Day isn’t just for major retailers—it’s also a crucial period for small businesses. Consumer behavior data shows that 25% of shoppers opted to purchase gifts from small businesses in 2024, demonstrating a growing preference for personalized and locally sourced products. This trend was reflected in advertising performance, with small business advertisers seeing noticeable spikes in revenue and return on ad spend (ROAS) during the two weeks leading up to Mother’s Day. The shift toward supporting local businesses is in line with a broader consumer movement prioritizing unique and meaningful gifts over mass-market options. For small brands, this means Mother’s Day can serve as a critical moment for growth. By leveraging social media, CTV, and other digital marketing channels, smaller retailers can effectively compete with larger brands and capitalize on the holiday shopping surge. Final Thoughts: Rethink Traditional Mother’s Day Advertising Mother’s Day remains a prime opportunity for brands to connect with consumers, but the rules of engagement are changing. Value perception now extends beyond price, consumers are planning their purchases earlier, and brands must approach the holiday with a mix of inclusivity and emotional storytelling. For businesses looking to maximize their reach, starting campaigns early and meeting consumers where they spend their time—such as on CTV—will be key to success. By embracing these strategies, advertisers can create meaningful connections and drive results in this evolving Mother’s Day landscape.
MarkApp & Scripps Networks: A Strategic Alliance Transforming CTV Advertising
MarkApp Media Ltd is proud to announce a strategic partnership with Scripps Networks, one of the largest and most esteemed television networks in the United States. This collaboration represents a significant advancement in Connected TV (CTV) advertising, providing unparalleled access to premium Video on Demand (VOD) and Free Ad-Supported Streaming TV (FAST) channels for advertisers seeking to expand their presence across the U.S. market. Scripps Networks: A Media Powerhouse With a longstanding legacy of delivering high-quality television programming, Scripps Networks is a dominant force in the U.S. media industry. The network’s expansive portfolio features some of the most-watched channels and programming, offering advertisers direct engagement with millions of highly engaged viewers across a broad demographic spectrum. Through this collaboration, MarkApp’s clients gain access to premium advertising placements across renowned networks, including: ✔️ ION TV – A premier destination for compelling crime dramas and entertainment.✔️ Bounce TV – A leading network catering to African American audiences with diverse content.✔️ Court TV – The foremost source for legal news and true crime programming.✔️ Grit, Newsy, ION Mystery & more – Expanding advertising opportunities across multiple FAST channels.✔️ Exclusive access to top-tier sports content – Including the NHL, WNBA, NWSL, and widely popular series such as Criminal Minds & CBS network favorites. Premium Advertising at Scale The partnership between MarkApp and Scripps Networks ensures that advertisers benefit from a highly scalable, brand-safe, and premium CTV environment. By integrating Scripps’ top-tier FAST channels and VOD inventory into our advanced programmatic ecosystem, we empower brands to: ✅ Engage millions of viewers in a sophisticated and brand-safe streaming landscape.✅ Enhance campaign efficiency with premium, data-driven audience targeting.✅ Expand nationwide reach with high-impact and diverse advertising placements. Shaping the Future of CTV Advertising As CTV continues to reshape the digital advertising landscape, this partnership strengthens MarkApp’s position as a leader in premium programmatic advertising solutions. Whether your goal is to amplify brand awareness, drive engagement, or optimize campaign performance, MarkApp and Scripps Networks offer an unrivaled advertising ecosystem designed for success in the evolving streaming marketplace. Seize the future of CTV advertising. Contact MarkApp today to leverage Scripps Networks’ premium inventory and elevate your advertising strategy. Extensive reach. Premium content. Measurable impact.
