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Ad Age’s daily Hot Spots tracks new TV spots from Home Depot, Oura, Experian

Ad Age reports that its iSpot.tv-powered Hot Spots roundup features new commercials from The Home Depot, Oura, Kohl’s, Prenuvo and Experian, each with impressions, spend and attention-index data from the past 30 days.

Signal from adage.com · read the original.

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Off-the-shelf MMM tools can diverge wildly from custom models, op-ed warns

AdExchanger is reporting that an off-the-shelf marketing mix model estimated 10 paid channels drove roughly 75% of new-customer volume, while a custom build using identical data found under 1% incremental contribution.

MarkApp: MENA CTV can’t borrow social video’s playbook

ExchangeWire’s Charlotte McEleny interviews MarkApp managing director Sotiris Oikonomou, who argues MENA buyers must stop applying social-video targeting logic to CTV.

Young adults aren’t tuning out TV ads

eMarketer’s Peter Clark reports that younger viewers are not skipping or avoiding TV commercials at the rate many marketers assume, based on new survey data on ad engagement by age group.