CTV Buying with our VP of Media

This article was originally featured on AdExchanger.

At Media Culture, we’ve been at the forefront of the CTV landscape, with VP of Media Shelby Nichols leading the charge long before it became mainstream. With over 20 years of experience, Shelby has evolved from traditional media buying to enhancing our CTV offerings, recognizing the shift as brands seek to connect with the vital 18- to 34-year-old demographic. As cord-cutting accelerates, we see live sports becoming more accessible on platforms like Peacock and Netflix, reflecting a significant change in consumer behavior.

In navigating the complexities of CTV advertising, we balance standard programmatic buys with targeted event placements. Our approach adapts to shorter ad formats and changing consumer preferences, ensuring we meet the demands of the evolving landscape. As we address frequency caps and the potential saturation of FAST channels, we prioritize audience identity over content type, leveraging diverse options to optimize our media plans and drive impactful results.