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:

Why ad fatigue is driving the need for creative refreshes
What goes into building a modular CTV ad unit
Using audience metrics to inform creative refresh decisions
How teams approach testing creative and monitoring performance
How brands are evaluating technology and production partners to ensure future creative refresh success