This week, Silverpush is excited to feature Scott Stewart, the EVP, Managing Director at Epitaph Group. We break down what makes the agency special, why Epitaph Group chose Silverpush as a contextual partner, and, best of all, Scott’s hot take on the advertising world today.

1. Tell us about your agency. What makes you stand out?

I think the thing that is special about Epitaph Group is that we are a Canadian independent agency with very big ambitions. We have a portfolio of global, North American, and national clients. As a result, we’ve developed a proprietary product suite that has been designed to help vault us into becoming the agency of tomorrow – today!

As an agency, we recently went through a re-positioning around the whole concept of “Media Done Right”, largely to address some of what we see as the key issues affecting the industry. We want to position ourselves on the right side of history to do what’s best for our clients.

A commitment to better strategy, radical transparency in business, and an unwavering accountability to our clients’ best interest is what really sets us apart from other agencies and the holding companies, a lot of which have simply become principal buyers.

In short, being independent allows us to think independently.

2. What made you choose Silverpush as a contextual partner?

We are big believers in the attention economy and identifying partners that will help us increase the overall quality of what we buy on behalf of our clients.

Aside from brand safety, if we can increase quality by both buying better audiences and increasing ad attention, we are doing something right. Silverpush has been a key partner in helping us do that on YouTube, which continues to be a priority platform for our clients.

3. Has the market changed recently? What are the biggest trends that you’ve seen with clients recently?

Attention and accountability to ad spend are two key areas that we are focused on to help improve our clients’ investment, and contextual targeting has become a big part of that.

We see return on ad spending measurement as table stakes, which is why we have invested substantially in infrastructure for the agency to model and measure the performance of our ad buys.

At Epitaph Group, we see our jobs today as providing our clients with a clear and visible linkage between media dollars spent and business transactions created. We leverage this data to move away from having media conversations to having business conversations with our clients and outcome-based planning.

4. What ad channels are driving the best results?

It obviously depends on what the strategic objective is, but for long-term growth and brand building, video in general tends to be key for building awareness. In the short term, social is key, largely due to its cost efficiency and virality.

Now that we are doing a lot of measurement, specifically around attribution and incrementality, we can now quantify the impact of each channel on the bottom line.

That said, time and time again, we continue to see YouTube as a priority channel.

5. Have you noticed the impact of AI over the past year? Where have you seen it being used the most?

Machine learning has impacted our business model from how we use predictive AI from both a performance perspective, scoring incrementality, and obviously in what we are doing with contextual targeting.

ChatGPT has created a reduction in search and web visits, but the biggest area I think we have seen an impact in is deep research.

6. What are the biggest ad challenges for brands? What are the biggest opportunities?

The biggest challenge is another year of doing more with less from a budget perspective, how to leverage all this data, and how much of the budget should be dedicated to the brand.

The biggest opportunity is all based on building a model to understand incrementality and spending impact when it comes to the brand.

7. What is your advertising hot take?

Recently, we have seen the third wave of the rise of the creative indy here in Canada, with big creative names leaving the big agencies, only to open their own shops and achieve a great deal of success.

As more and more clients want better from their media agency, and by that, I mean better consumer insights, better strategic thinking, and better, more meaningful connections with their audiences, there is a big need for better media thinking.

Performance media has been the great equalizer, and true efficiency isn’t about how cheap you can buy anymore. It’s about the strategy, the solution, and how close you can get to the consumer.

Simply put: clients deserve better than they are getting from the industry, and that’s why we exist.

Want to learn more about Epitaph Group? Visit the agency website here.

Back-to-school shopping has gone fully digital, and it’s showing no signs of slowing down. In 2025, U.S. back-to-school spending is projected to hit $41.5 billion, with families spending around $253 per child. Despite tighter wallets, parents are still prioritizing essentials, and they’re finding inspiration and deals online.

However, this surge comes with a twist: while shoppers are spending more, according to the 2024 survey by Deloitte, 71% say they plan to cut back on nonessentials. So even with rising totals, the fight for attention (and conversion) is tougher than ever.

That’s where smarter back-to-school advertising makes the difference.

From early sales and e-commerce expansion to growing shopper stress, brands are entering a crowded, emotionally charged season. And in a moment shaped by both pressure and possibility, marketing needs to meet people where they are.

If your brand wants to stand out this year, the answer isn’t just bigger budgets. It’s a better context.

In this guide, we’ll break down what’s shaping back-to-school marketing in 2025, how shopper behavior is evolving, and how contextual targeting can help you show up when it matters most.

Get Ahead of the Class — Plan Your Best Back-to-School Ads

Get the Back-to-School Guide

The 2025 Back-to-School Market Landscape

As the season heats up, so does the competition. This year, B2S advertising is being shaped by a mix of high demand, economic pressure, and evolving shopper habits.

Spending may be up, but shoppers are more cautious. Over 70% of parents are prioritizing discounts, second-hand finds, and flexible payment options. From sales and supplies to full wardrobes and electronics, value is everything.

What’s changing fast is how and where people shop. Back-to-school retail is now fully omnichannel. Parents expect a smooth, connected experience whether they’re browsing in-store, buying online, or doing both. And they’re starting early, often before July ends.

Retailers are responding with earlier back-to-school sales, AI-powered personalization, and new tools like AR-assisted shopping and gamified promotions. Tech is helping brands stay ahead—but only if they use it right.

Globally, we’re seeing this play out too. In the UK, AI-enhanced learning tools are trending. In France, BTS supply sales topped €330M. And across Europe, Gen Z alone spent over €16B last year.

Who Are Today’s Back-to-School Shoppers?

Back-to-school shoppers in 2025 aren’t just scanning shelves—they’re scrolling, swiping, and shopping with intent. From Gen Z students to Millennial parents, each audience brings different motivations and digital habits into the mix.

Take Gen Z: they’re not just buying notebooks; they’re watching creator hauls, saving TikToks, and choosing products that reflect their identity. College students, meanwhile, are driving categories like electronics, health & wellness, and dorm décor. And millennials? They’re shopping for both their kids and themselves, often with value, function, and convenience in mind.

So what does this mean for marketers? You’re no longer selling to just a “parent” or a “student”—you’re engaging dynamic, creator-influenced, budget-conscious buyers who expect relevance at every step. To stand out, your back-to-school marketing must be as personalized and purposeful as the shoppers you’re trying to reach.

Why Context Is Crucial in Back-to-School 2025

With shoppers making quicker decisions and digital shelves more crowded than ever, relevance is the new reach. During back-to-school season, you’re not just competing for clicks; you’re competing for timing, mood, and moment.

Most shoppers don’t have time to scroll endlessly. In fact, 96% say they want products and promotions to be easy to find. That’s where contextual targeting shines. Instead of relying on cookies or assumptions, it places your ads next to content your audience is already engaging with—think BTS hauls, teacher tips, or college dorm setups.

The impact? Contextual ads can drive up to a 417% ROI uplift, especially when tied to real-time behaviors across YouTube, TikTok, and retail platforms. With 72% of consumers using social media to discover school-related content, it’s not just about showing up—it’s about showing up where and when it matters most.

As shoppers hunt for deals, ideas, and inspiration, your back-to-school marketing has to meet them in their moment, not after it. Context makes that possible.

How Silverpush AI Powers Smarter Back-to-School Campaigns

Smarter Back-to-School Campaigns with Silverpush AI

If timing is everything, Mirrors by Silverpush makes sure you never miss the moment.

Built for an omnichannel world, Mirrors by Silverpush is a contextual intelligence engine that helps you reach back-to-school shoppers right when they’re planning, scrolling, or shopping across YouTube, Shorts, social platforms, and programmatic media.

Instead of relying on guesswork or outdated signals, Mirrors uses a triple-layered AI model to scan real-time context, like parenting content, school supply hauls, or dorm room DIYs, ensuring your ads land where they’re most relevant.

It’s privacy-safe, cookie-free, and designed to unlock new audiences, new inventory, and stronger campaign performance when it matters most.

Back-to-school is no longer just a season—it’s a $41.5B moment of digital intent. Want to see how contextual targeting can help your brand own it?

This week, Silverpush is excited to feature Vaughn Ericson, the SVP of Activation Strategy for True Media. We caught up with Vaughn about what makes True Media special and discussed the biggest trends in the ad market this year.

Here’s what Vaughn said.

1. Tell us about your agency. What makes True Media special?

True Media is an independent media agency helping leading and emerging brands across North America rise above the noise and make relevant connections with their customers. We work closely with our clients to apply deep media expertise and a genuine human perspective to enable them to find what’s true and elevate their brands.

2. What made you choose Silverpush as a contextual partner?

At True Media, we’re always on the lookout for innovative media partners. Silverpush brings smart processes and tech to the table to help us get the most out of our clients’ media dollars. Some might call them vendors, but to us, they’re true partners. They’re part of our team, working right alongside us with one shared goal: delivering industry-leading solutions and top-notch results.

3. How has the ad market changed over the past five years? Are there trends in your region that you’ve noticed specifically?

1. The growth of video options, primarily CTV/streaming, has had a big impact on the market.
2. Short-form video and the influencer economy have opened a new channel for marketers and consumers.
3. The proliferation of AI technology across several areas (machine learning, content generation, contextual identification) has changed the way we do marketing.
4. A new focus on Performance Media and measurable results.
5. Growth of retail media networks and advertising opportunities within and outside of their walls.

I don’t think any of these are specific to our region. These trends have had an impact regionally, nationally, and globally.

4. What ad channels are driving the best results for clients right now?

There’s not a single channel that is driving the best results on its own.

At True Media, we’re focused on overall campaign goals and making sure that our integrated media plans are helping our clients rise above the noise and clutter to make relevant connections with their customers/target audiences. Although every channel and tactic must be tracked, optimized, and measured individually, we’re focused most on how each is contributing to the holistic campaign goals.

5. Are you noticing any specific trends in how brands are leveraging data or AI-driven tools to connect with local audiences?

While programmatic advertising and RTB have been driven by AI for years, advances in AI technologies let brands connect with customers in more hyper-targeted, hyper-personalized ways based on a variety of behavior, contextual, and/or location data.

6. What are the biggest advertising challenges for brands today? What are the biggest opportunities?

That’s a great question. The biggest challenges ARE the biggest opportunities.

Wrangling data. Using data effectively to reach the right target with the right message at the right time. It’s not a new concept, but a more complicated reality. Being data-driven while being efficient and effective with the data is critical. As stewards of our clients’ media dollars, reaching our target audiences with minimal waste and maximum results is our goal.

Want to learn more about True Media? Visit the agency website here.

Nearly 1 in 4 Gen Z adults in the U.S. identify as LGBTQ.

That’s more than double the rate of Millennials, and it’s changing the way brands approach Pride advertising.

This isn’t just a stat. It’s a wake-up call.

Gen Z is the most diverse, values-driven generation we’ve seen. And with $3.1 trillion in global spending power, they’re not just making their own choices; they’re influencing how their friends, families, and even workplaces interact with brands.
So when Pride Month rolls around, they’re not looking for rainbow logos and feel-good slogans. They want real support. They want to see inclusion in your products, your people, and your platform, not just your June campaign.

For Gen Z, allyship isn’t a seasonal post. It’s a year-round expectation, and they’re not afraid to call out brands that don’t walk the talk. But they’ll also go all in on the ones that do.

So if you’re planning a Pride campaign in 2025, it’s time to go deeper. Here’s what Gen Z actually expects, and how your brand can show up in a way that feels real.

What Drives Gen Z to Buy During Pride (and Beyond)

But what does support actually look like to them, and how does it impact buying decisions?

Gen Z doesn’t just buy products; they buy into what your brand stands for. And during Pride, that matters more than ever. This generation is quick to spot rainbow-washing—when brands show up for the LGBTQ+ community in June, only to disappear the rest of the year. For Gen Z, real allyship means showing consistent support, not just putting up a rainbow logo once a year. They expect authenticity backed by action.

In fact, according to the McKinsey Report 2024, around 70% of Gen Z actively seek out ethical brands, and they’re not afraid to dig into a company’s track record, looking at donations, partnerships, and internal policies before making a purchase. If your values don’t line up with your marketing, they’ll notice and move on.

Representation also plays a big role. About 80% want brands to be inclusive and diverse, and more than half want to see that reflected in leadership too. For them, inclusion isn’t a marketing angle, it’s the standard. This is a generation that sees gender and identity through a wider lens. Over a third (37%) believe gender exists on a spectrum, and 23% prefer being asked for their pronouns rather than having assumptions made.

They also live and shop on social media, with more than 50% having bought something they saw on a platform. So if you’re working with LGBTQ+ creators in authentic ways, you’re already on the right track.

Ultimately, Gen Z rewards brands that are consistent, inclusive, and community-focused—not just during Pride Month, but every day of the year.

Gen Z Pride Shopping Behaviours by Age

Gen Z (ages 13 to 28 in 2025) isn’t one homogenous group. Their Pride-related purchase behavior is shaped by age, income, digital habits, and how they express identity. Here’s how their motivations break down by life stage.

Where to Reach, and Really Engage—Gen Z During Pride 2025

Once you understand what Gen Z expects from brands during Pride, the next step is knowing where to reach them and how to make that connection meaningful.

This generation spends a huge amount of time on platforms like YouTube, TikTok, and Connected TV. But they’re not just watching passively. They’re choosing what to engage with, and they’re paying attention. In fact, research by Precise TV and Giraffe Insights shows that six in 10 Gen Z teens opt to watch YouTube ads rather than skip them, and nearly half can recall the ads they’ve seen. That’s a major opportunity for brands, but only if your content feels relevant, timely, and native to the platform.That’s where Silverpush’s Mirrors solution comes in. Mirrors uses AI-powered contextual intelligence to analyze video content in real time and place your ads in the moments that matter most—like Pride-themed content, LGBTQ+ creators, or inclusive conversations—Gen Z is already watching. With no cookies or invasive tracking, it ensures your message appears in the right context and aligns with what this generation cares about.

But showing up is only half the battle. To truly connect with Gen Z, you need to move beyond passive impressions and create opportunities for interaction. That’s where Crafters, Silverpush’s creative intelligence solution, makes a real impact. It lets you turn regular video ads into interactive experiences—think swipeable stories, tap-to-explore product reveals, or clickable elements that make ads feel personal. And with 38% of Gen Z preferring personalized ads, nearly double the rate of Millennials, it’s a smart way to meet their expectations.

At the end of the day, Gen Z doesn’t just want to see your Pride message. They want to engage with it. And when you meet them on the platforms they love, with content that feels both authentic and interactive, you’re not just reaching them—you’re building real brand connection.

Silverpush is excited to highlight Arm Candy for our Partner Spotlight this week. We caught up with Dana Ventre (Director, Ad Operations), Zach Thompson (Sr. Director, Ad Operations), and Kelsi Jiang (Director, Product) to learn more about the agency and what the team is expecting in the ad market this year.

Here’s what they had to say:

1. Tell us more about Arm Candy. What makes the agency special?

Arm Candy is a full-service media intelligence agency combining smarter workflows, proprietary media intelligence technology, CYRIS, and a brilliant workforce to deliver the highest quality service and results for every client. Our clients value us as a full-service media service provider to manage investments across traditional, digital, and/or retail channels as well as for real-time data visualization across multiple data sources.

A lot of the time, our data models are built with data from sales, revenue, leads, website, and media analytics, and our team combines those metrics with a culture of accuracy, speed, and quality.

2. How did you end up choosing Silverpush as a contextual partner?

Silverpush’s Mirrors technology was an intriguing solution to a complex issue within the YouTube space – placing ads on the most relevant content. The Silverpush Mirrors AI solution identifies contextual placements by analyzing contextual signals across each video to understand relevance. Additionally, Mirrors is used in the upfront process, helping provide a comprehensive plan to target specific placements to give advertisers and brands a sense of where ads will be served.

3. How has the ad market changed over the past five years? Are there trends in your region that you’ve noticed specifically?

Over the past five years, we have seen some notable shifts influenced by technological advancements, changing consumer behaviors, and economic factors. Some of the key trends include:

• Digital ad spending has increased by over 10% year-over-year in the last 5 years, with consumers increasingly spending time online, leading to a shift from traditional media spend. The emergence of retail media is also significant, reflecting the growing importance of retail platforms in the digital advertising ecosystem.
• The digital advertising landscape has been reshaped by shoppable videos, the rise of short-form video content, and the dominance of vertical video platforms like TikTok, YouTube Shorts, and Reels. Brands increasingly use concise videos to maximize audience engagement. The integration of shoppable videos has further elevated the consumer experience by allowing direct purchases from the video, leading to a significant boost in conversion rates.
• The adoption of AI-driven advertising enables a platform’s ability to enhance its advertising solutions and offerings. For instance, Google’s Performance Max campaign type, Meta’s advantage+ feature across budget allocation, audience targeting, creative optimization, and programmatic vendors’ probabilistic modeling allow more precise audience targeting for better return, etc.

4. What ad channels are driving the best results for clients right now?

Ad channels can play different roles for a brand when it comes to different objectives. When evaluated based on attributed outcomes, we typically see lower funnel channels like Google Search driving higher ROAS or better CPA, especially for B2C clients. ABM and LinkedIn, on the other hand, usually yield better outcomes for B2B accounts with their precise targeting capabilities.

Social media platforms like Facebook, Instagram, and TikTok can be great for various objectives like conversion, traffic, and awareness. Similarly, programmatic media such as display, online video, and OTT/CTV are great for various objectives but thrive more in the middle and top of the funnel.

5. Are you noticing any specific trends in how brands are leveraging data or AI-driven tools to connect with local audiences?

Brands are increasingly leveraging new tools to connect with local audiences in different ways. Here are the top three ways we’ve seen value with AI so far:

• Predictive Analytics – Predictive analytics allows businesses to anticipate local market trends and consumer needs and proactively adjust their offering and marketing strategies to align with evolving demands.
• Personalization, Automation, and Segmentation – The adoption of AI in CRM enables easier management and better understanding of leads and customers for businesses. For example, managing unstructured data, sending the right content to the right person automatically, predicting the likelihood of a lead to convert before investing resources, and using AI chatbots to provide more real-time, localized customer services.
• Automated Content Creation – Generative AI assists businesses in content creation, which can help lower costs and improve the efficiency of producing variations of the same creative content that speak to different regions or audiences.

6. What are the biggest advertising challenges for brands today? What are the biggest opportunities?

We typically see clients having the biggest challenges in three key areas:

1. Attribution. Relying on media platform attribution data presents challenges like platform bias, duplicate conversions, short-term focus, and limited cross-platform visibility. These challenges create difficulties for businesses when it comes to comparing and evaluating channel effectiveness. While broader measurement approaches, such as unified measurement or media/marketing mix modeling, can be the solution, they are often not available due to data complexity, implementation cost, and delayed results for timely decision-making.

2. Data Privacy Regulation and the Decline of Third-Party Cookies. Data privacy laws like GDPR and the disappearance of third-party cookies are making tracking traditional user behavior difficult. This is pushing advertisers towards strategies that prioritize first-party data.

3. Balancing Performance Marketing with Creative Branding. Businesses struggle to find the optimal balance between data-driven performance marketing and creative brand storytelling, essential for long-term brand equity.

In terms of opportunities, Arm Candy is focused on four core strategies:

1. Scale with AI. Test AI-powered tools for personalized marketing, enhanced customer experiences, and efficient data analysis, enabling businesses to connect more effectively with their audience with greater precision.

2. Build a Model for Unified Measurement. Integrate multi-touch attribution (MTA) with marketing mix modeling (MMM) to gain a holistic view of both short-term and long-term performance.

3. Create a First-Party Data Strategy. Prioritize building a robust first-party data infrastructure to improve targeting, personalization, and measurement accuracy.

4. Embrace Short-Form Video Content. The rise of platforms like TikTok, Instagram Reels, and YouTube Shorts offers a significant opportunity to bridge the gap between performance marketing and creative branding. Short-form videos inherently blend creative storytelling with data-driven performance insights.

By leveraging the interactive and algorithm-driven nature of these platforms, brands can quickly test and refine creative approaches, ensuring their messages resonate while also delivering measurable business results.

Want to learn more about Arm Candy? Visit the agency website here.

Mother’s Day isn’t just a day of appreciation; it’s a key retail event that’s only growing stronger. In 2025, brands can’t afford to miss out on this $35.7 billion shopping moment, where consumers are actively looking for gifts, experiences, and ways to celebrate.

But winning this holiday takes more than a basic campaign. Shoppers are moving away from one-size-fits-all gifting and seeking personalized, meaningful, and experience-based presents. And with CTV, e-commerce, and social shopping leading the charge, advertisers need to craft targeted, data-driven campaigns that meet shoppers at the right moment.

In this guide, we’ll break down the biggest Mother’s Day marketing trends, consumer insights, and strategies to help you engage your audience and drive sales like never before.

Mother’s Day Advertising: Market Outlook

Mother’s Day shopping has evolved beyond just flowers and greeting cards. Consumers are growing, and so are their expectations. In 2025, brands that understand how, when, and why people buy will have the upper hand in capturing this massive retail moment.

One of the biggest shifts? Shoppers now define value beyond just price. Discounts still matter, but today’s buyers are looking for convenience, personalization, and meaningful experiences. More than ever, they want gifts that feel special, save time, and create lasting memories.

📊Key Mother’s Day statistics for 2025:-

1. 43% of shoppers plan to buy experience-based gifts rather than traditional presents.
2. 26% of consumers prefer customized gifts, showing a growing demand for unique, sentimental presents.
3. 70% of buyers purchase Mother’s Day gifts at least two weeks in advance, meaning late campaigns risk missing key audiences.
4. 25% of consumers plan to shop local for Mother’s Day, making it a crucial period for independent retailers.

Mother’s Day Retail Trends and Opportunities

Gift-ready products help time and cost-conscious shoppers

Gift sets are a real lifesaver for consumers who are watching their wallets or are constantly on the go, especially during events like Mother’s Day. Retailers can really hit the sweet spot with impulse buyers by highlighting how gift sets offer both convenience and value. By getting the word out about the perks, like saving time and money on additional packaging like gift boxes, wrapping paper, and greeting cards.

Moreover, the ability for shoppers to personalize messages on labels adds an extra touch of sentimentality, further enhancing the appeal of gift sets. By effectively communicating these advantages, retailers can capitalize on the demand for thoughtful yet convenient gift options during special occasions like Mother’s Day.

Mother’s Day retail trends: 57% of consumers perceive gift sets as good value for money.

Strongest interest for personalized Mother’s Day gifts

For brands and retailers, personalization is like a breath of fresh air for those tried-and-true Mother’s Day offerings. It’s a chance to give beloved products a new twist and introduce them in innovative ways. By offering personalized options, retailers are essentially rolling out the red carpet, inviting customers to join in on the celebration. It’s all about adding that extra sparkle to the gifting experience and making Mother’s Day truly unforgettable.

Mother’s Day retail trends: 26% of consumers express interest in personalized gifts, highlighting the growing appeal and relevance of this trend in the Mother’s Day retail landscape.

The rise of experience-based gifting

Consumers are shifting away from traditional gifts and increasingly seeking experiences over material items. More than 43% of shoppers planned to buy an experience-based gift in 2024, such as concert tickets, wellness retreats, or travel packages. This trend highlights an opportunity for brands in the hospitality, entertainment, and experiential sectors to create targeted Mother’s Day promotions.

Mother’s Day retail trends: Nearly one-third of consumers prefer gifting experiences over traditional gifts like flowers and jewelry.

Engage With Mother’s Day Shoppers Where They Are

Recent years have witnessed a remarkable shift in consumer behavior towards e-commerce, with notable impacts across various regions. In the US, retail e-commerce revenue reached $1.192 trillion in 2024, with projections suggesting a further surge to over $1.7 trillion by 2028.

Similarly, the UK has experienced a significant uptick in e-commerce adoption, with annual sales growth expected to maintain a steady pace of around 4% through 2026, driven partly by a preference for online shopping amid inflationary pressures. Notably, the UK leads Europe in e-commerce sophistication, with an estimated 68.8 million e-commerce users projected by 2025, leaving only a minority as non-digital buyers.

While traditional brick-and-mortar shopping still holds sway, the momentum behind e-commerce is undeniable. Consumers are increasingly drawn to online shopping for its array of benefits, including swift delivery, hassle-free returns, and diverse payment options like buy now, pay later (BNPL) schemes.

Furthermore, the rise of e-commerce has transformed how consumers discover new products. Many now rely on the internet to explore unfamiliar brands, services, and products. As a result, businesses must establish a robust digital presence to effectively connect and engage with consumers amidst these evolving trends and preferences.

Capture Shoppers’ Attention with AI-Powered Contextual Advertising

Today, contextual advertising leverages AI and machine learning to elevate the effectiveness of ad campaigns. With its ability to reach the relevant consumers in the right context in their right frame of mind, it has become a potent tool for advertisers.

Contextual advertising solutions like that of Silverpush analyze the page’s content to derive hyper-relevant cues that align with the brand’s goal and objective. Sophisticated algorithms also analyze whether the content is brand-safe. Aligning ads with the content that the consumer is actively engaging with can connect with audiences when they are most receptive.

For example, imagine a jewelry brand preparing for advertising for Mother’s Day and eager to promote its unique collection of customizable necklaces. Through a strategic contextual advertising campaign, the brand can select keywords like “Mother’s Day gifts,” “personalized jewelry,” “meaningful gifts for mom,” or “sentimental keepsakes.” This ensures that their ads are displayed alongside relevant content.

Connect with Your Audience Online this Mother’s Day

With these valuable insights into Mother’s Day consumer behavior, you can fine-tune your marketing strategy for this cherished annual celebration. Embracing a digitally savvy approach allows you to connect with shoppers who are keen to honor not just their mothers, but also their wives, grandmothers, and other caregivers!

Eager to launch standout Mother’s Day campaigns? Request a demo now to discover how Silverpush can elevate your efforts.

Silverpush is excited to highlight TRUth for our Partner Spotlight this week. We caught up with Alice Ovadia, VP of Media Strategy at TRUth, to learn more about the agency and talked to her about her big predictions for the ad market in the coming years.

Here’s what Alice said.

1. Tell us about the agency. What makes you stand out?

TRUth Media is one of those rare agencies where people stick around. And so do our clients.

Most of our growth comes from referrals, recommendations, and long-standing relationships with clients who take us with them wherever they go. We’re incredibly proud of our retention rate, and it’s all based on the caliber of work that we deliver.

TRUth is set apart by our smart strategy and solid business thinking, but our biggest difference is the culture we’ve carefully built over the years. We treat every employee, no matter what level, like adults and trust them to do good work while maintaining the work-life balance that’s right for them. No one has to choose between being a great parent and a strong professional.

Our name reflects our philosophy of truth and transparency. That’s how we show up in the world, with each other, our clients, and our partners. That simple but powerful principle is the foundation of everything we do.

2. What made you choose Silverpush as a contextual partner?

As the industry continues to move away from cookies, we were looking for a partner that could help us stay ahead without compromising on precision or relevance. Silverpush stood out to us because they’ve really nailed contextual in a smart, scalable way. Their AI-powered tech lets us align our messaging with what people are actually watching and engaging with. We also really value how seriously Silverpush takes brand safety and suitability. At the end of the day, we want to show up in the right places, with the right message, and Silverpush helps us do that in a way that feels both effective and responsible.

3. How has the ad market changed over the past five years? Are there trends in your region that you’ve noticed specifically?

Marketing and media have become increasingly fragmented, with a shift toward digital-first and omnichannel strategies. In the Southwest US, we’ve seen a growing emphasis on multicultural marketing and hyper-local activations as brands work to connect authentically with diverse audiences.

Streaming, retail media, and AI-driven automation have accelerated, reshaping how brands allocate budgets and measure success.

4. What ad channels are driving the best results for clients right now?

Performance-driven digital channels, particularly paid search, social, and programmatic video, continue to deliver strong results.

Retail media networks are also gaining traction as brands look for more direct connections with high-intent shoppers. Additionally, CTV and digital out-of-home (DOOH) are seeing growth as brands seek efficient ways to engage audiences beyond traditional linear TV. In general, we believe that omnichannel plans that include both upper funnel and lower funnel tactics will perform better than those that only include performance channels.

5. Are you noticing any specific trends in how brands are leveraging data or AI-driven tools to connect with local audiences?

Brands are leaning into AI for dynamic creative optimization, predictive analytics, and hyper-local personalization. AI-powered insights are helping advertisers refine audience segmentation and improve real-time bidding efficiency. Additionally, first-party data strategies have become a priority as brands navigate privacy changes while maintaining meaningful customer engagement.

For brands that are not as sophisticated with their internal tools and resources, we help facilitate a lot of this by leveraging tools that offer automation and customization.

6. What are the biggest advertising challenges for brands today? What are the biggest opportunities?

One of the biggest challenges is navigating privacy regulations and signal loss while still delivering measurable performance. Additionally, breaking through ad fatigue and shifting consumer behaviors – not to mention fragmentation – requires us to constantly test, learn, and pivot when needed. On the opportunity side, brands that embrace AI, first-party data strategies, and cross-channel measurement will gain a competitive edge, while those investing in better creative and storytelling and community-driven marketing will build stronger brand affinity.

Want to learn more about TRUth? Visit the agency website here.

When your ad campaign ends and the dashboard lights up with a “great” VTR or a CTR that’s above average, you celebrate, right? But then comes the pause. What actually made it work? Was it the creative? The audience? The time of day? The context of the video? Most platforms won’t tell you. And that’s where advertising campaigns start falling short.

Today’s digital ecosystem is more fragmented than ever. Users flip between screens, skip ads in seconds, and expect personalization without the creepiness of tracking. With this much unpredictability, you can’t just rely on top-line numbers. You need to zoom in. Granular insights give you the “why” behind performance, not just the “what.” And that makes all the difference.

What Do We Mean by “Granular” Anyway?

Let’s break it down. When we say granular insights, we’re talking about data beyond basic metrics like impressions, reach, or even engagement. It’s knowing which campaign creative drove the most action in a particular context—say, a fashion haul video vs. a skincare tutorial. It’s understanding how your ad performed differently on mobile versus desktop or in urban vs. rural areas.

Granular data means getting answers to questions like:

1. Which content categories or video types led to stronger engagement?
2. How did creative performance vary across formats, devices, or regions?
3. Did contextual alignment—like brand mentions or creator-led content strategy—drive better results?

This kind of detail isn’t just nice to have; it’s your campaign’s biggest growth lever. And it’s what separates a generic campaign from a granular campaign, built to deliver meaningful results.

When You Don’t Have the Details, You Miss the Mark

Honestly speaking, media budgets aren’t getting any lighter. Every dollar has to pull its weight. When you only look at high-level performance, you’re missing what’s under the hood. You might continue running creatives that aren’t actually moving the needle or, worse, waste impressions on contexts that don’t align with your brand.

And legacy platforms? They’re built around audience buckets and keyword lists. Not real context. Not behavior patterns. And certainly not emotion, action, or moment-level engagement.

So, you know your ad worked. But you don’t know why. That’s not optimization—that’s guesswork.

What Granular Insights Help You Unlock?

Let’s look at what you actually stand to gain when you go deeper with your data.

1. Creative-context fit: Understand which types of videos, moods, or themes are boosting performance for each creative.
2. Audience segment behavior: Break down performance by region, device, or even psychographic patterns.
3. Real-time visibility: Know how each creative is performing in different contexts while the campaign is still live.
4. Sentiment tracking: Get a pulse on whether viewers are engaging with joy, curiosity, confusion, or even frustration.

With granular targeting, you stop flying blind. Every decision you make is sharper, backed by real behavior and context, not assumptions.

And the payoff is real; according to a recent study, 94% of consumers prefer contextual ads over identity-based ads across the US, UK, and Canada.

What If You Could Actually Act on These Insights in Real Time?

Imagine running a campaign and getting a live snapshot that says, “Your ad is performing 34% better when shown within skincare tutorials at night on mobile.” You don’t wait until the post-campaign report. You optimize right now—tweaking your ad placements, creatives, and budget allocation accordingly.

This is where most platforms fall flat. They’ll give you the numbers but not the story. Not the recommendations. Not the ability to act while it still matters.

That’s the difference between basic campaign analytics and real-time campaign analysis that fuels actual decision-making.

So, How Do You Actually Get These Insights? Enter, Mirrors by Silverpush

If you’re looking for a smarter way to break down your campaign performance, Mirrors was built for this exact purpose. Powered by advanced AI, it employs proprietary machine learning algorithms to analyze and comprehend the digital environment thoroughly. It also helps you identify the most effective moments, contexts, and creative combinations while your campaign is still live.

Here’s what it brings to the table:

• Rich contextual signals spanning multiple content categories and themes.
• Daily insight dashboards that go beyond just clicks and views.
• Performance breakdowns by tactic, creative, geography, device, and platform.
• Creative-context pairing, so you know what to run where.
• Language and emotion recognition across 50+ languages for global relevance.

And when it comes to brand safety, Mirrors goes beyond just being “brand safe.”

Traditional solutions often overblock valuable content or underdeliver on protection. Mirrors offers a comprehensive brand safety & suitability solution built specifically for YouTube environments.

It uses AI-powered content analysis combined with human oversight to ensure your ads appear in suitable, high-quality environments without sacrificing scale.

One retail apparel brand using Mirrors saw an 18% lift from a contextual refresh in Google search. A food brand hit +92% VTR. And a health campaign drove a 5.8% lift in brand recall. These weren’t random results. They were powered by micro-level data that led to smarter decisions.

Final Thoughts: Data is Great, Intelligence is Better

There’s no doubt; granular insights are the difference between an ad that performs okay and one that performs insanely well. The difference between campaigns that just run and campaigns that learn.

And in today’s world of tightening privacy rules, real-time shifts in behavior, and advertising fatigue setting in faster than ever, you need more than averages. You need actionable, granular intelligence.

Mirrors make that possible, turning every ad into an opportunity to learn, adapt, and win.

Want to see how it works in action? Let’s talk.

YouTube has always been a powerhouse for brands looking to connect with audiences. With over 2 billion monthly active users, it’s a platform that reaches people everywhere, on their phones, tablets, and laptops.

However, the way people watch YouTube today is very different from how it used to be in the past. It’s no longer just about quick scrolls on a smartphone or catching up on videos during a lunch break. More and more viewers are tuning in from their living rooms, watching videos on the biggest screen in the house.

This shift is what’s driving the rise of YouTube Connected TV (CTV), with an estimated 170 million monthly users in the US. It has officially overtaken traditional platforms like Netflix and Hulu in streaming watch time.

As an advertiser, you can’t ignore this. Why? Because it offers a premium, lean-back experience—one where audiences are fully engaged and paying attention, just like traditional TV, but with all the benefits of digital.

In this blog, we’ll discuss why YT CTV is growing so fast, how it’s shaking up the ad world, and, most importantly, how your brand can make the most of it.

Why is YouTube CTV a Must for Advertisers?

Here’s what you get with YouTube CTV advertising:

1. Massive Reach

YouTube accounts for 11.1% of all TV screen traffic, surpassing Netflix, Hulu, and Prime Video. It’s also one of the biggest co-viewing platforms, with 26% of YouTube CTV watch time happening in group settings. That means one ad placement can reach multiple viewers at once, amplifying your brand exposure.

2. People actually pay attention

When someone watches a YouTube video on their phone, there’s a good chance they’re multitasking, scrolling, texting, or half-watching. But on a big screen? They’re locked in. That means your ads get more attention, better recall, and higher engagement. Let’s take a look at some numbers:

• 80% of YT CTV viewers in the U.S. watch ad-supported content.
• CTV ads drive better engagement. Studies show that YouTube CTV ads deliver a 10% greater lift in recall than ads on linear TV.
• YouTube view-through rates usually fall between 50% and 60%, while CTV can reach up to 96% video completion.

3. Smarter targeting, no creepy tracking

With privacy concerns on the rise, relying on third-party cookies is a thing of the past. YouTube CTV lets you serve ads based on content, interests, and real viewing behavior without invading anyone’s privacy.

4. A smooth, cross-screen experience

Ever notice how you might see an ad on your phone, then later on your TV, and suddenly it’s stuck in your head? That’s the power of YouTube’s ecosystem. Your brand can seamlessly reach people across devices, reinforcing your message without being intrusive.

5. Big-screen impact without big TV costs

Traditional TV ads come with a hefty price tag, and let’s be honest, a lot of those impressions go to waste. With YouTube CTV, you get the same high-quality exposure but with better targeting, real-time performance tracking, and the ability to tweak your campaign as you go.

How Brands Can Incorporate CTV Advertising into Their YouTube Media Mix?

So, you’ve seen how YouTube CTV ads can grab attention and boost brand awareness. Now, it’s time to turn that awareness into real action, whether that’s driving purchases, increasing sign-ups, or deepening engagement with your brand.

Here’s how you can seamlessly integrate CTV into your YouTube ad strategy and convert viewers into customers:

1. Use Cross-Device Targeting to Keep Viewers Engaged

People don’t just watch on one screen. They move from CTV to mobile to desktop throughout the day. Use CTV ads to build brand awareness, then retarget those viewers on their phones or laptops with action-driven ads that encourage clicks and conversions.

2. Optimize Creative for the Big Screen

CTV ads run on large, high-definition screens, so visuals and messaging need to match that premium experience. High-quality visuals, clear branding, and engaging storytelling work best because viewers are usually in a relaxed, entertainment-focused mode rather than actively scrolling.

3. Use AI-powered Contextual Targeting to Reach the Right Audience

Instead of guessing where your ads should go, use AI-driven contextual targeting to align your message with relevant content. This ensures your ads reach the right audience at the right moment, whether they’re watching a sci-fi movie or exploring tech-related content.

4. Measure Performance with CTV-Specific Metrics

Traditional click-through rates (CTR) don’t fully capture the impact of CTV ads since viewers can’t always click as they would on mobile. Instead, focus on view-through rates (VTR), brand lift studies, and incremental reach to measure awareness and engagement more accurately.

5. Align Messaging with Viewer Behavior

Since CTV viewers tend to have longer watch sessions, mid-roll and post-roll ads can be more effective than shorter, skippable pre-roll ads. Structuring your campaigns to fit viewer habits helps increase engagement and recall without disrupting their experience.

How Mirrors Contextual Intelligence Enhance YouTube CTV Targeting?

When it comes to YouTube-connected TV advertising, precision is everything. It’s not just about getting your ad in front of an audience; it’s about making sure it appears in the right context at the right moment for maximum impact. That’s where Mirrors AI by Silverpush comes in.

With over 12 years of experience in contextual advertising and 10,000+ successful campaigns for global brands, Mirrors AI takes YouTube targeting on CTV to the next level. Unlike traditional targeting methods that rely on broad categories or keywords, Mirrors uses advanced AI to analyze video and even viewer interactions.

But it’s not just about placement. Mirrors AI provides real-time insights into contextual performance, audience engagement, and brand suitability, helping advertisers fine-tune their strategies and drive better results.

The Future of YouTube-Connected TV Advertising

YouTube CTV is blurring the lines between traditional TV and digital advertising, creating a space where audiences are spending more time and where advertisers need to be.

You can’t just reuse standard digital ads and expect results. To truly stand out, you need to think contextually.

The brands that embrace AI, precision targeting, and seamless storytelling will be the ones that win. Ads that feel natural, relevant, and well-placed don’t just grab attention; they drive action.

As YouTube continues to dominate the CTV space, the smartest advertisers are already adapting. The question is: Are you ready to make the most of YouTube CTV?

The CTV ad market is booming: global CTV ad spending is estimated to reach $30 billion this year and more than 80% of US households are using CTV devices. The biggest channel for CTV streaming is YouTube, followed by Netflix and Hulu. Completion rates for ads are high and an increasing number of ad-supported channels and apps allow advertisers to segment and run campaigns based on first-party data from CTV platforms.

There’s one catch: with so many channels and so many shows, 80% of advertisers are concerned about where their ads end up running on CTV environments. You can’t always be sure that your ads are going to be brand-safe or relevant to the content.

Especially if the channel runs a lot of potentially risky shows in the first place. Brands and agencies often decide to cut entire apps or channels from their CTV media plan. But this sacrifices engagement and reach at the price of brand safety.

Learn about Silverpush Pre-Bid CTV Segments For Episode-Level Targeting

Check Here

That’s why Silverpush is thrilled to announce that we are releasing a unique, first-to-market solution for CTV advertisers worldwide that is now available on some of the biggest DSPs in the market.

Silverpush Pre-Bid Brand Safety and Contextual CTV Segments target CTV inventory at the episode level. The segments are pre-bid, so you can make sure your campaigns are running only in highly relevant, brand-safe environments before a single impression is served. You can get started just by logging into your go-to DSP and choosing Silverpush Pre-Bid CTV Segments where available.

Silverpush Pre-Bid Brand Safety & Contextual CTV Segments have three key benefits for CTV buyers:

• Easy to Test: Select from 50+ pre-built custom contextual segments to easily filter the CTV inventory that’s best for your brand, your campaign, and your audience.
• Episode-Level Targeting: Target at the episode-level to drive higher reach and higher efficiency, ensuring that you’re not leaving valuable channels and apps behind.
• Pre-Bid Segments for Brand Safety & Context: Create custom contextual segments to ensure all your ad placements are brand-suitable and in-context with advanced brand safety filters.

Whether you’re a CPG brand looking to target cooking segments, a finance firm that wants to build a campaign around specific news, or an automaker looking to reach motorsport fans, Silverpush Contextual CTV Segments combine our award-winning Mirrors AI technology with the programmatic power, scale, and precision of select DSPs.

The best part? Agencies and brands can get started right away. Just search and select Silverpush from your media buying platform like any other pre-bid filter to get started with episode-level CTV targeting.