Observed Signal · Jul 16, 2026 · Analysis · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Mindset becomes the next frontier for CTV ads
An opinion piece by Peter Wallace of GumGum argues that as CTV ad spend grows, advertisers must move beyond scale and integrate a wider set of signals to understand viewer mindset across the entire user journey. Citing recent studies and industry behaviour, the article highlights a shift toward 'viewer-first' CTV advertising that prioritizes creative impact, contextual alignment and high-attention delivery. It recommends aggregating signals from pre- and post-viewing behaviours, multiple devices and content contexts to deliver more relevant, emotionally resonant ads and improve outcomes for brands.
Highlights a strategic shift in CTV advertising toward mindset-driven, cross-device data aggregation and contextual targeting — relevant for advertisers, publishers and AdTech vendors but not a platform-level policy or product change.
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Key Takeaways & Evidence Grounding
- Global CTV ad spend reached $45bn last year.
- A Rakuten TV study highlights a shift toward 'viewer-first' CTV advertising that prioritizes creative impact, contextual alignment and high-attention delivery.
- Two-thirds of viewers are likely to be scrolling on second screens while streaming.
- The article was published on 2026-07-16.
Connected Companies & Entities
1 Entity mapped“By looking at myriad data points, we can understand viewer mindset in new ways, explains Peter Wallace of GumGum....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Gum Gum Pushes Contextual CTV Targeting Over Demographics
In an interview with Adzine, Niklas Sonnenschein of German AdTech firm Gum Gum argues that in Connected TV (CTV) advertising, the user's current context and mindset matter more than classic demographic targeting. He emphasizes that screen size alone doesn't guarantee an effective ad contact; measurement should go beyond view-through rates to include brand lift and attention metrics. Gum Gum recently launched three new attention-grabbing CTV formats in Germany that bring existing social videos—including vertical formats—to the TV screen without requiring new creative assets. The company's 'Mindset Graph' combines in-video and contextual understanding, historical attention data, and usage signals like device and time to determine receptivity. The technology currently delivers ads contextually, using first- and third-party audiences in pre-analysis. Gum Gum collaborates with streaming and FAST providers, device manufacturers, and publishers, including DAZN, Pluto, Samsung, LG, Funke, and CNN. Sonnenschein argues that silos between CTV, online video, and display cause frequency inefficiencies and advocates for moment-based targeting.
Make CTV the Heart of Your Omnichannel Strategy
The article argues that connected TV (CTV) should be the centerpiece of omnichannel marketing. Citing a survey with Advertiser Perceptions, it notes that more than half of CTV/streaming TV advertisers already combine social media, streaming audio, or digital display with CTV, and that nine in ten advertisers view omnichannel capabilities from CTV partners as important. Measurement remains challenging due to cross-channel attribution and fragmented reporting. The piece prescribes a three-pronged approach: (1) adopt a CTV-first mindset with omnichannel as the multiplier, (2) demand unified measurement linking exposures to business results, and (3) lean into smart curation to ensure premium, brand-safe inventory. The overarching message is that platforms must deliver seamless experiences and measurable outcomes as 2026 approaches, and that advertisers who act now will be best positioned to thrive in a fragmented media landscape.
CTV Needs Traditional TV Tactics, Says InterMedia SVP
David Nyurenberg, SVP of Digital at InterMedia Advertising, argues that advertisers are miscasting connected TV (CTV) as if it were the open web and should instead adopt a hybrid approach that blends traditional linear TV tactics with digital capabilities. He warns that CTV functions as a household-level medium, not a one-to-one channel, and that over-reliance on platform-reported direct-response metrics and narrow addressability can shrink reach, drive CPMs higher, and produce illusory performance (a tactic he calls "IP bombing"). Nyurenberg recommends focusing on customer-level outcomes (closed customers vs. raw leads), using geo/zip-code segmentation and lookalike geographies, and valuing incremental reach alongside direct-response metrics to drive real business results.
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