Category: Advertising

Ace Hardware Launches RedVest Media: What Retailers Can Learn and How To Take It Further

Ace Hardware’s Bold Step into Retail Media

Ace Hardware recently announced the launch of RedVest Media, The Helpful Network—a retail media network designed to give brands new ways to connect with shoppers both in-store and online. This marks a major move for the hardware cooperative as it enters one of the fastest-growing segments of advertising: Retail Media Networks (RMNs).

With RedVest Media, Ace Hardware now offers:

  • Onsite Advertising: Sponsored product listings, search placements, and display ads on digital storefronts.
  • In-Store Integration: Opportunities for brands to appear on screens, signage, and other physical touchpoints within Ace Hardware stores.
  • Omnichannel Reach: Messaging that goes beyond the store environment with digital campaigns, video, mobile, and Connected TV (CTV).
  • Direct Shopper Engagement: Campaigns tied into its large loyalty base, offering brands a way to reach repeat customers with relevant messages.
  • Measurable Results: Dashboards and reporting tools to monitor campaign performance and prove return on investment.

By combining in-store visibility with digital advertising, Ace Hardware is giving its vendor partners a flexible way to reach shoppers at multiple touchpoints in their buying journey.

Why Retail Media Networks Matter

Retail media networks are one of the most powerful tools emerging in modern marketing. They:

  • Give retailers a new revenue stream by offering ad space and promotions.
  • Provide brands with first-party shopper insights to target more effectively.
  • Blend digital convenience with physical shopping experiences—something especially powerful for retailers with large store footprints.
  • Create opportunities for localized engagement, allowing national campaigns to be tailored for specific communities.

RedVest Media is part of a broader retail trend: merging content, commerce, and advertising into a seamless customer experience.

How It’s Relevant TV Helps Retailers Do Even More

While RedVest is a strong move for Ace Hardware, many retailers—big and small—are wondering how they can launch similar networks with less complexity. That’s where It’s Relevant TV comes in.

1. Built-In In-Store Engagement

It’s Relevant TV transforms business TV screens into content and ad delivery channels, mixing engaging licensed programming with a retailer’s own promotions. This means customers are entertained while also being exposed to relevant brand messaging. You don’t need to have an entire library of your own content to get started. And it’s not just about ads.

2. Seamless Omnichannel Campaigns

Just like RedVest aims to blend in-store with digital, It’s Relevant TV makes it easy to connect on-screen ads with digital calls-to-action. QR codes, social media prompts, and promotional overlays turn any screen into an interactive marketing tool.

3. Local and National Flexibility

Retailers can run corporate campaigns across all locations while also enabling store-specific promotions. This flexibility makes it ideal for chains, franchises, or co-op retailers who want both consistency and customization.

4. Actionable Data & Tracking

With performance tracking, retailers see exactly how their in-store ads perform—including engagement with QR codes, social promotions, and customer behavior.

5. Speed to Market

Unlike building a retail media network from scratch, It’s Relevant TV is ready to deploy immediately. Retailers can launch campaigns quickly and expand as needed, without long development timelines.

The Bigger Picture

Ace Hardware’s RedVest Media shows just how valuable retail media networks can be in today’s market. But retailers of all sizes can take advantage of this trend.

It’s Relevant TV gives retailers of all sizes the ability to create their own retail media channel—instantly. By combining entertainment, in-store advertising, and digital connectivity, It’s Relevant TV helps businesses:

  • Drive new revenue streams
  • Strengthen brand loyalty
  • Deliver personalized, relevant experiences to shoppers
  • Make a better experience for all of your visitors

With It’s Relevant TV, businesses don’t just keep pace with leaders like Ace Hardware—they can actually go beyond, offering more engaging, more flexible, and more immediate solutions for both shoppers and brands.

AI-Powered Advertising: From Meta’s 2026 Vision to Business TV Innovation Today

The AI Advertising Revolution

Artificial intelligence is transforming the advertising industry faster than any previous shift. From creative generation to campaign optimization, AI tools are taking over tasks once handled manually. Reuters reported that Meta Platforms aims to fully automate ad creation and targeting with AI by the end of 2026—moving toward a world where brands provide a product image, goals, and budget, and the platform handles the rest.

Meta’s Bold 2026 Roadmap: Fully Automated Social Media Ads

As outlined in the reporting, Meta’s goal is a hands-off workflow for marketers. Businesses upload a product image, define budget and objectives, and Meta’s AI:

  • Generates creative (images, short video, and copy) automatically.
  • Selects audiences across Facebook and Instagram using behavioral and contextual signals.
  • Allocates budget and optimizes spend in real time.
  • Monitors performance and iterates on creative, targeting, and placements.

This has the potential to lower the barrier to high-quality campaigns for small and midsize businesses, while raising new questions about brand voice, creative control, and safeguards for quality and safety. Some marketers are concerned that it could lead to a homogenization of advertising that may lead to less standout campaigns. Businesses like the idea of having one less middleman to go through, allowing them to spend more of their advertising budget on reach rather than creative.

AI in Action Today: It’s Relevant TV

While social platforms race toward full automation, It’s Relevant TV already applies AI to improve in-location media. It’s Relevant TV powers custom TV channels inside medical offices, auto dealerships, retailers, restaurants, gyms, and more—mixing entertainment, education, and business marketing on screens customers actually watch.

How AI Drives the Service

  • Fresh, non-repetitive programming: A living library of 1,000,000+ licensed short-form videos across 65+ categories is updated frequently. AI helps prevent looping and stale playlists so returning visitors see variety over time.
  • Customization & controls: Businesses choose content categories, apply keyword/phrase blocking to maintain brand safety, and set rules that fit their audiences.
  • Seamless marketing integrations: Mix in your own videos, image spots, text banners, and show live social posts (Facebook, Instagram, X) without exposing negative comments on-screen.
  • AI + human oversight: Human editorial review and curation continues to be a cornerstone of their service, while intelligent delivery allows quality to meet efficiency.

The result is a brand-safe, engaging channel that turns idle wait time into marketing time—without third-party ads for competitors interrupting your environment.

Two Fronts of AI Advertising

1) Social Media Advertising (Meta & Peers)

  • AI handles creative generation, targeting, and optimization at scale.
  • Ideal for reach and rapid testing, but marketers should plan governance for brand standards and approvals.

2) Business TV Advertising (It’s Relevant TV)

  • AI keeps in-store TV programming dynamic and relevant.
  • Combines entertainment and education with your promotions to drive action from on-site audiences.
  • Gives local teams control while maintaining guardrails for safety and tone.

AI Best Practices for Marketers

  • Plan for hybrid AI: Use platform automation for online reach and use AI-assisted business TV to convert attention in-store.
  • Protect your voice: Establish creative and brand-safety guidelines so AI outputs stay on-brand. It’s unclear how much control platforms like Meta will provide, but ultimately you need to the check the work like you would an intern’s.
  • Measure both worlds: Track digital conversions from social and real-world engagement (QR scans, offers, sign-ups) from in-location screens.

The Future is Smarter and more Integrated

Meta’s 2026 roadmap shows where social ads are headed: fully automated, goal-driven campaigns. Meanwhile, It’s Relevant TV demonstrates how AI can already elevate real-world engagement today—keeping content fresh, brand-safe, and effective inside your locations. The winning strategy isn’t either/or; it’s integrating AI across both digital and physical touch-points so your brand stays relevant wherever customers encounter it. No technology is truly set it and forget it, so it’s always best to check the work that’s being done for you to make sure you are getting the desired results.

The Power of Repetition in Communication: How Many Times Does It Take for a Message to Stick?

In an age flooded with messages, attention is one of the rarest commodities. Marketers, educators, and politicians alike face the same challenge: how do you make a message stick? The answer often lies in one of the oldest—and most overlooked—communication principles: repetition.

Repetition is not just about hammering a point home; it’s about creating familiarity, building trust, and gently guiding an audience toward memory and action. When used strategically and respectfully, repetition becomes one of the most powerful tools in persuasive communication.

Why Repetition Works: The Science of Familiarity

Psychological research has consistently shown that humans are wired to trust the familiar. This is known as the *mere-exposure effect*, a phenomenon first identified by social psychologist Robert Zajonc in 1968. Zajonc found that repeated exposure to a stimulus—whether a face, word, or message—increased people’s preference for it.

In his foundational paper, “Attitudinal Effects of Mere Exposure”, Zajonc concluded that “Mere repeated exposure of the individual to a stimulus object enhances his attitude toward it.” In simpler terms: the more we see something, the more we like—and trust—it.

This has enormous implications for marketers. Whether you’re promoting a product, a political message, or a brand identity, repetition builds familiarity, and familiarity is the bedrock of persuasion.

How Many Repetitions Does It Take?

One of the most debated questions in marketing is: how many times does someone need to see a message before it sticks? While there’s no one-size-fits-all number, several benchmarks have emerged:

• The Rule of 7: This classic marketing principle suggests that a prospect needs to hear or see a message at least seven times before they take action. This idea dates back to the early days of movie studio advertising and has since become a guiding rule in advertising.

• Modern Research Insight: According to a study by Thomas Smith, written in 1885 and still referenced today, people ignore your message the first few times. It’s not until around the fifth to seventh exposure that they begin to pay attention, and somewhere around the ninth to twelfth, they might finally take action.

• Advertising Frequency Effect: A Nielsen study found that optimal ad frequency sits between 5 and 9 exposures, depending on the platform and industry. Beyond this point, the message starts to become internalized—but with diminishing returns after a certain threshold.

Gentle Repetition vs. Overexposure

It’s Relevant TV CEO says, “The key to using repetition effectively is knowing the difference between gentle reinforcement and annoying redundancy. People tune out when messaging feels forced, excessive, or patronizing.”

We would consider general reinforcement to be:

• Using consistent visual branding (logos, colors, typography).
• Reinforcing core ideas through multiple formats (video, social posts, in-store messaging).
• Varying phrasing while staying true to the same central message.
• Repeating benefits and values, not just slogans.

For example, Apple doesn’t just say “Think Different” over and over—they show it through every product release, commercial, and keynote presentation. The message is repeated through storytelling and experience, not just the actual words.

Why Repetition Builds Trust

Repetition helps people become comfortable with a brand or message. This comfort leads to credibility, which builds trust. According to a 2017 report by Psychology Today], repetition also boosts message retention and can increase emotional buy-in, especially in leadership and brand building.

In an environment filled with distractions, repeated messaging becomes an anchor. It signals stability, consistency, and intentionality—all traits associated with trustworthy communication.

Tips for Marketers and Communicators

Repetition isn’t just a tactic—it’s a strategy. When done right, it can help:

• Cement brand recognition.
• Guide customer decisions over time.
• Build emotional connections.
• Strengthen recall and top-of-mind awareness.
• Counteract misinformation or misperceptions.

To make repetition work for your brand or campaign, start by identifying your core message, then repeat it across channels with variation and purpose. Don’t underestimate the subconscious power of seeing a slogan, hearing a voice, or encountering a familiar color scheme over and over again.

In communication, what is repeated is remembered—and what is remembered influences behavior. As crowded as today’s media landscape is, the brands and messages that succeed are those that stay consistent, persistent, and familiar. Repetition isn’t the enemy of creativity; it’s the reinforcer of it.

So, whether you’re crafting a brand campaign, political messaging, or just trying to teach a new concept– say it again…. And then again…

 

The Rise of Sneaky Ads on Streaming Platforms (Amazon Prime, Paramount+, Hulu)

In recent years, connected TV (CTV) has exploded in popularity, offering marketers powerful new channels for reaching audiences. But with this growth has come a less welcome trend: streaming platforms that were once ad-free are quietly introducing advertisements, and those that already featured ads are now increasing the volume. This creeping shift is raising concerns among viewers and advertisers alike—and it may ultimately undermine the very value that made CTV so appealing in the first place.

Amazon Prime Video is one of the most high-profile examples of this change. Initially marketed as an ad-free experience, Amazon introduced ads to Prime Video in early 2024, promising a limited load of 2–3.5 minutes per hour. But according to a recent Adweek report, that load has now doubled to 4–6 minutes per hour—bringing Prime Video in line with ad-supported competitors like Hulu and Paramount+. The move signals a broader trend in the industry: more ads, more often.

A Growing Pattern Across the CTV Landscape

Amazon isn’t alone. Many streaming platforms are following a similar path, adding more ad inventory in an effort to maximize revenue.

With streaming now accounting for nearly 44% of all U.S. TV viewing, and with more than 70% of that viewership occurring on ad-supported services, there’s a clear push to monetize attention while it’s still abundant.

Device manufacturers like Roku, Vizio, and Samsung are also getting in on the action. Ads are being baked directly into smart TV operating systems—sometimes even appearing in menus and home screens. These placements aren’t always obvious, and they can erode the user experience in subtle ways. From autoplaying ads to mandatory viewing before content starts, what used to be a lean-back, user-first medium is beginning to resemble traditional television more and more.

For marketers, this shift creates both opportunity and risk. While the availability of more ad space may initially seem like a benefit, the effectiveness of those ads can be compromised as platforms chase quantity over quality.

The Downside of Over-Saturation

At first glance, expanding ad loads might seem like a win-win: platforms earn more, and advertisers gain access to a larger pool of impressions. But there’s a tipping point.

As more ads are crammed into each viewing session, the value of each individual ad decreases. Viewers become fatigued. Repetition sets in. Engagement drops. And eventually, advertisers see diminished returns on their investment.

There’s also the issue of context. Many platforms use automated tools to serve ads based on viewer behavior or content metadata, but without strategic curation, placements can feel irrelevant or even disruptive. When that happens, it’s not just the viewer who suffers—the advertiser’s brand perception can take a hit as well.

And there’s a bigger problem on the horizon. If ad effectiveness continues to decline, brands may shift their budgets away from CTV altogether. Short-term revenue gains for streaming platforms could lead to long-term losses in advertiser trust and audience loyalty.

A Call for Smarter TV Marketing

For marketers invested in television—whether through traditional channels or connected platforms—this shift underscores the importance of control, context, and content alignment. Simply buying impressions isn’t enough. Success in this environment requires thoughtful placement, a focus on storytelling, and a commitment to respecting the viewer experience.

Platforms like It’s Relevant TV, which allow businesses to control their in-location content without third-party advertising, are emerging as a far more cost-effective and sustainable alternative. Rather than chasing ad revenue at the expense of viewer satisfaction, these solutions prioritize business messaging, sponsor integration, and customer engagement within a carefully managed environment.

As connected TV continues to evolve, marketers will need to ask:
Are we maximizing visibility, or are we diluting our message?
Are we enhancing the experience, or becoming part of the clutter?

The future of television marketing will not depend solely on how many ads you run—but where you place them, and how well they’re received.

 

Inside Andre Agassi’s “Ballers” Club: A New Era in Sports, Socializing, and In-Club Media

Andre Agassi, the tennis icon known for his powerful backhand and even stronger entrepreneurial instincts, has entered a new playing field: the high-end social sports club space. Backed by Agassi and a roster of athlete-investors including NBA star Tyrese Maxey and tennis pro Sloane Stephens, “Ballers” is more than a gym or country club—it’s an experiential destination merging athleticism with hospitality and community.

The flagship Ballers location is opening in Philadelphia’s Fishtown neighborhood, occupying a sprawling 55,000-square-foot converted power plant. The vision for the space is ambitious, featuring six indoor pickleball courts, three padel courts, and two squash courts. Add to that a multipurpose turf field, a sand-bunker putting green, a full-scale gym and recovery zone, Golfzon simulators, and traditional golf bays, and it’s clear that Ballers is designed to be a complete sports and lifestyle complex. But Ballers is also investing just as heavily in its social experience, with a full-service restaurant, craft cocktails, DJ events, local art activations, and ongoing programming that bridges sport and culture.

Ballers is not just a place to work out. It’s a place to gather, network, compete, and relax. The atmosphere is intentionally curated to feel modern and welcoming, with industrial design elements and a hospitality-forward approach to member services. It’s the kind of venue where the lines between competition, recreation, and social life blur—in the best way.

Businesses Can Grow Their Brands Through Custom TV

With all of this activity and foot traffic, Ballers is also uniquely positioned to take advantage of custom in-club media. They could even launch their own internal TV network with a platform like It’s Relevant TV.

Rather than relying on cable or outside advertising networks, Ballers could use its own screens throughout the facility to broadcast curated content, exclusive videos, promotional messages, and localized entertainment tailored to its members.

Ballers could display everything from in-house matches and golf simulator tournaments to behind-the-scenes training segments, athlete interviews, leaderboard highlights, all while sharing automated social media posts from their Facebook, Instagram and X accounts. The platform allows for a mix of dynamic entertainment and targeted messaging—fully controlled by the business and free from third-party advertising. That means Ballers can use the platform to communicate membership offers, showcase upcoming events, promote new classes or experiences, and build community engagement directly on their in-house screens. Plus, they can create their very own ad network, selling space to outside advertisers that they want to partner with.

There’s a strong business case for this kind of in-house content strategy. First, it reinforces the Ballers brand by keeping members immersed in the club’s identity every time they look up at a screen. Second, it boosts retention by turning regular visits into media-rich experiences, helping members feel like part of something larger than the space they are in. Third, it saves on marketing costs by delivering key messages directly, without as much of a need for outside ad placement. Fourth, it opens up new monetization channels— like offering branded content to sponsors or partners. Finally, it strengthens the Ballers community by showcasing content that resonates with its specific audience, fostering pride and loyalty.

Athletes & Celebrity Investors Can Make Great TV

Having big name athletes investing is a great first step, but amplifying that relationship and creating connections with their clients is key. The opportunity to build a custom media experience is especially fitting for a business like Ballers. With multiple locations planned in cities like Boston, Los Angeles, and Miami, a centralized but customizable TV network could serve as a digital connective thread between clubs, standardizing the brand experience while tailoring content to local tastes and programming.

As Ballers builds momentum and expands nationwide, launching a branded, custom content network would not only elevate the in-person experience but also help future-proof the business in a media-driven world. Through a partnership with It’s Relevant TV, businesses like Ballers can transform every screen into a powerful extension of its brand—entertaining, engaging, and informing members in real-time. In an age where content drives loyalty and value, a club that controls its own channel is not just a venue; it’s a modern media powerhouse.

How AI is Revolutionizing Video Marketing—And What Businesses Can Learn from Meta and It’s Relevant TV

The Future of Video Marketing is Here—Powered by AI

In a groundbreaking move that underscores the growing influence of artificial intelligence (AI) in marketing, Meta (parent company of Facebook and Instagram) has announced its ambitious plan to fully automate ad creation using AI by the end of 2026. This bold strategy is poised to fundamentally reshape how brands create, distribute, and personalize video content at scale.

But Meta isn’t the only player making strides in this space. While Meta focuses on social media ads, platforms like It’s Relevant TV are applying AI to improve on-location marketing—helping brick-and-mortar businesses deliver smarter, more engaging messaging to the audiences physically present in their spaces. Together, these advancements signal a major shift in how brands of all sizes will use video in the years ahead.

How Meta Is Using AI to Automate Video Advertising

Meta’s strategy is rooted in its vision to simplify and enhance the entire ad creation process. The company aims to enable businesses to generate highly-targeted ad campaigns with minimal input. Here’s how it works:

  • One Image + Budget = Full Campaign
    Businesses will soon be able to upload a single product image and set a budget. Meta’s AI will automatically generate multiple ad variations—complete with video, text, and formatting—optimized for performance across Instagram, Facebook, and other Meta platforms.
  • AI-Powered Targeting
    The AI will use real-time data such as user geolocation, interests, and behavior patterns to determine where, when, and how to display the ad. This dynamic targeting ensures that each piece of content reaches the right person at the right time.
  • Performance Optimization in Real Time
    Meta’s system will continually test and tweak ads mid-flight, using machine learning to adapt content based on what’s driving engagement and conversions.

The goal? Efficiency and hyper-personalization at scale. For small and large businesses alike, this means less time spent creating ads, lower creative costs, and better ROI through precision targeting.

The In-Store Revolution: How It’s Relevant TV Uses AI to Enhance Customer Experience & Video Messaging

While Meta is automating ads for digital platforms, It’s Relevant TV is applying artificial intelligence to a very different, but equally valuable arena: on-premise television networks inside businesses.

Whether in a waiting room, showroom, or lobby, It’s Relevant TV transforms any screen into a branded, content-rich channel that keeps visitors informed, entertained, and engaged—with zero third-party ads.

Here’s how AI plays a critical role in delivering that experience:

1. Content Selection Based on Business Type and Audience

IRTV uses AI to match a business’s industry, location, and visitor demographics to automatically curate the right mix of video content—from news and entertainment to educational clips and local interest stories. A pediatric waiting room in Nashville, for example, will receive content vastly different from an auto dealership showroom in New York. And the programming is intelligently put together based on inputs from the businesses, constant A.I. adjustments, and human curation.

2. Intelligent Rotation to Prevent Repetition

One of the biggest problems with traditional playlist-based TV systems is content looping. Visitors see the same videos repeated, often within minutes. Other systems are sorted into “channels” and constantly play content lacking in variety. It’s Relevant TV’s AI continuously tracks what content has played and dynamically adjusts programming to avoid the repetition.

3. Video Keyword Blocking™

Unlike traditional filters that rely solely on manual tagging or broad content categories, It’s Relevant TV’s proprietary AI reviews video content and scene context. It identifies and blocks content with specific keywords or themes in real-time.—such as profanity, politics, and competitors—before the content ever appears on screen. The result is a highly controlled and brand-safe experience that ensures businesses only show content that’s appropriate, engaging, and aligned with their messaging goals.

Why This Matters: From Online Clicks to Offline Conversions

The synergy between Meta’s AI-driven ad platforms and It’s Relevant TV’s AI-enhanced on-location networks represents a complete funnel for video marketing:

  • Meta attracts, educates, and retargets audiences online with AI-optimized campaigns. And while these ads can be skipped after a period of time, they can reach a mass external audience quickly.
  • It’s Relevant TV closes the loop by reinforcing those messages in person, at the point of sale or service, without the ability for customers to skip over them.

Businesses no longer have to choose between digital and physical touchpoints—they can now synchronize them through smart, AI-powered video strategies.

AI is no longer just a buzzword—it’s the new engine behind marketing innovation. As platforms like Meta and It’s Relevant TV lead the charge, businesses have more tools than ever to deliver targeted, cost-effective, and engaging video content—both online and on-site.

Whether you’re running a local medical office, a national retail chain, or a franchise network, leveraging platforms that apply AI to video marketing is no longer optional—it’s essential to staying competitive in 2025 and beyond.

 

Sydney Sweeney’s Bathwater Soap? Inside Her Viral Dr. Squatch Giveaway and Marketing Genius

In a bold fusion of celebrity allure and inventive marketing, actress Sydney Sweeney has partnered with natural men’s personal care brand Dr. Squatch to launch a limited-edition soap infused with her own bathwater. This unconventional product, aptly named “Sydney’s Bathwater Bliss,” is set to release on June 6, 2025, with only 5,000 bars available at $8 each. The collaboration has already generated significant buzz, with tens of thousands signing up for a chance to win one of 100 bars in a pre-launch giveaway.

From Viral Ad to Viral Product Idea

The genesis of this unique product traces back to a 2024 Dr. Squatch advertisement featuring Sweeney in a bubble bath, humorously addressing “dirty little boys” and promoting natural hygiene. The ad sparked a flurry of fan comments playfully requesting her bathwater. Rather than dismissing these remarks, Sweeney and Dr. Squatch leaned into the joke, collecting water from the shoot to create a tangible product. Sweeney announced the collaboration on Instagram, stating, “You kept asking about my bathwater after the @drsquatch ad… so we kept it.”

The Product Details

“Sydney’s Bathwater Bliss” is a medium-grit exfoliating soap that combines natural ingredients like pine bark extract, shea butter, and sand, delivering a forest-inspired scent with notes of pine, Douglas fir, and earthy moss. Each bar comes with a certificate of authenticity, emphasizing the inclusion of Sweeney’s actual bathwater. The product aims to promote awareness about natural ingredients in personal care products, blending humor with educational marketing.

Anticipated Sell-Out and Resale Frenzy

Despite its modest $8 price tag, the soap’s limited availability and celebrity association have led to a surge in demand. Dr. Squatch is confident that the 5,000 bars will sell out rapidly, a belief supported by the overwhelming response to the giveaway. Notably, some individuals have already listed the yet-to-be-released soap for resale at prices exceeding $200, highlighting the product’s perceived value and the power of scarcity in marketing.

Instead of soft, floral branding or overly clinical messaging, the Dr. Squatch x Sydney Sweeney collaboration leans into humor, confidence, and pop culture appeal. By introducing a playful, almost outrageous concept—soap made with a celebrity’s bathwater—the brand creates intrigue and taps into masculine curiosity without compromising on authenticity or quality. It reframes scented soap as something bold, exclusive, and worth talking about, making it socially acceptable—and even cool—for men to be interested in.

Harnessing the Power of Video Marketing

This campaign underscores the efficacy of creative video content in driving consumer engagement and sales. The initial advertisement’s viral success laid the groundwork for the product launch, demonstrating how compelling storytelling and humor can captivate audiences. For business owners, this serves as a case study in leveraging video marketing to create buzz, foster brand loyalty, and convert interest into tangible sales. By tapping into cultural trends and embracing authenticity, brands can craft narratives that resonate and inspire action.

This campaign is a masterclass in the power of video marketing to shape perception, generate buzz, and drive immediate consumer action. The viral success of the original Dr. Squatch ad featuring Sydney Sweeney demonstrates how a single well-crafted video can spark massive engagement, fuel product demand, and even create an entirely new revenue opportunity. It’s not just about celebrity appeal—it’s about tapping into humor, curiosity, and cultural relevance through strategic storytelling on screen.

Retailers with Physical Locations can Magnify Their Success

While Dr. Squatch is an e-commerce brand without its own physical storefronts, companies like LUSH Cosmetics—with dedicated retail locations—are uniquely positioned to take a campaign like this to the next level. In the world of soap and personal care products, where many offerings can feel interchangeable, creative marketing is often what transforms a basic commodity into a buzzworthy, must-have item. A clever concept alone isn’t always enough—brands need a vehicle to keep that momentum going in-store, where buying decisions happen in real time.

This is where a platform like It’s Relevant TV becomes especially powerful. By turning in-store televisions into custom marketing channels, brands can showcase campaign videos, behind-the-scenes moments, influencer clips, and even live social media engagement—all timed to coincide with product promotions. With no third-party ads to compete for attention, the content stays brand-focused and on message. For physical retailers, this creates an immersive, storytelling-driven environment that not only reinforces marketing efforts but also elevates the perceived value of their products, turning everyday items like soap into premium experiences that drive customer loyalty and sales.

MNTN (Mountain) Seeks to IPO– Understanding the Revolution in Connected TV Advertising

MNTN (pronounced “mountain”) is a leading connected TV (CTV) advertising platform that enables brands to effectively reach audiences through internet-connected televisions. By offering a self-serve platform, MNTN simplifies the process of purchasing premium CTV inventory and provides real-time performance analytics, making TV advertising both accessible and measurable for businesses of all sizes.

Ryan Reynolds and the Acquisition of Maximum Effort Marketing

In June 2021, MNTN expanded its creative capabilities by acquiring Maximum Effort Marketing, the agency co-founded by actor Ryan Reynolds and George Dewey. This acquisition allowed MNTN to integrate Maximum Effort’s innovative approach to ad creation with its advanced advertising technology. As part of the deal, Reynolds assumed the role of Chief Creative Officer at MNTN, while Dewey became Chief Brand Officer.

Democratizing CTV Advertising for Businesses of All Sizes

MNTN’s platform is designed to cater to businesses ranging from small startups to large enterprises. By providing a user-friendly interface and scalable solutions, MNTN enables advertisers to:

Maximize Return on Ad Spend (ROAS): The platform’s precision targeting and real-time analytics help advertisers optimize their campaigns for better performance.

Accelerate Campaign Deployment: With intuitive tools, businesses can launch campaigns swiftly, adapting to market trends and consumer behaviors.

Enhance Advertising Strategies: MNTN’s comprehensive reporting and insights empower advertisers to make informed decisions, refining their strategies for greater impact.

Opportunities in CTV Advertising

The CTV advertising landscape presents significant opportunities for businesses:

  • Expanding Audience Reach: As more consumers shift from traditional TV to streaming services, CTV offers access to a growing and diverse audience.

  • Advanced Targeting Capabilities: CTV platforms like MNTN allow advertisers to leverage data-driven insights for precise audience targeting, enhancing engagement and conversion rates.

  • Cost-Effective Advertising: Compared to traditional TV advertising, CTV provides a more affordable option with measurable results, making it accessible for businesses with varying budgets.

Financial Growth and Investment

MNTN has demonstrated robust financial growth and attracted significant investment:

  • Series D Funding: In 2022, MNTN secured $119 million in Series D financing, with prominent investors such as BlackRock and Fidelity participating.

  • Revenue Growth: The company reported a nearly 28% increase in revenue, reaching $225.6 million in the previous year. Net losses narrowed from $53.3 million to $32.9 million, indicating improved operational efficiency. Source: Reuters

Looking Ahead: IPO Plans

In February 2025, MNTN filed for an initial public offering (IPO) in the United States, aiming to list on the New York Stock Exchange under the ticker symbol “MNTN.” The company has engaged Morgan Stanley, Citigroup, and Evercore ISI as underwriters for the IPO, reflecting its growth trajectory and the expanding potential of the CTV advertising market.

Innovations in Advertising

MNTN’s innovative approach to CTV advertising, bolstered by strategic acquisitions and substantial investments, has positioned it as a key player in the evolving digital advertising landscape. By offering accessible and effective advertising solutions, MNTN continues to empower businesses of all sizes to engage with audiences through connected TVs, capitalizing on the shift towards streaming and digital content consumption.

Beyond MNTN there are many other tech startups creating ad monetization on televisions. Some of these other companies are focussed on screens within business locations, reaching engaged customers at the point of sale, making an even stronger bond and higher CPMS for ad sales.

Funding

MNTN has raise over $200M– using the funding to grow their team, enhancing their adtech platform, expanding the customer base, and acquiring complementary businesses – all of which set the stage for its strong revenue growth and the lofty ~$2.2B valuation achieved in 2022. These investments in growth appear to be paying off, as evidenced by MNTN’s IPO filing in 2025 and its position as a leading player in the connected TV advertising market.

Top 5 Ways Businesses Can Deal With Inflation in 2025

In today’s economic landscape, businesses across all industries face the challenge of rising costs of supplies due to inflation in an all out Tariff War.

For small businesses and large corporations alike, these increases can have significant impacts on profit margins, customer satisfaction, and even business longevity. While raising prices may seem like the natural solution, businesses must carefully consider how to communicate these changes to customers to maintain trust and loyalty.

We will exmaine the Top 5 business strategies for managing cost increases as we explore effective communication methods.

1. Understanding the Impact of Rising Costs and Inflation

Inflation affects nearly every aspect of business, from the cost of raw materials to labor and shipping. As a result, the cost of supplies and services needed to run a business often rises, putting pressure on companies to adjust their prices to cover these expenses. To stay afloat, many businesses are forced to pass some of these costs on to their customers. However, frustrated customers may react negatively if they do not understand the reasons behind the price increases.

The first step in handling this situation is understanding which of your expenses have increased and by how much. This information is crucial, not only for your internal decision-making, but also for transparent communication with your customers.

2. Providing a Reasonable Justification for Price Increases

When implementing price increases, it’s essential to be up front with your customers. Many people are aware that inflation is affecting prices across the board, but providing specific reasons related to your industry and business can go a long way in easing customer concerns. Here are some justifications you can reasonably provide:

  • Increased Cost of Raw Materials: If the prices of raw materials or essential goods you require have gone up, explain how these increases directly affect your product pricing.
  • Higher Labor Costs: With labor shortages and increased wage requirements, businesses often need to pay more to retain or hire skilled employees. Explaining this can help customers understand that these expenses contribute to providing consistent quality and service.
  • Rising Shipping and Logistics Costs: Global supply chain disruptions and increased fuel costs have impacted shipping prices. On top of that the USPS recently raised their rates to keep themselves afloat. If shipping plays a significant role in your product costs, explaining this can justify price changes.
  • Improvement in Quality or Service: If your business has invested in higher-quality materials or new technologies to improve the customer experience, communicate this as a value-added reason for increased prices. Let customers see they are not just paying more, but getting more in the process.

3. Communicating Price Increases Effectively and Transparently

Clear communication is vital when addressing price increases. Here are some strategies that businesses can use to convey this message thoughtfully and empathetically:

Use It’s Relevant TV to Reach Customers In Your Business

For businesses with physical locations, we recommend employing a cost-effective communication solution in your business locations. Flyers and bulletin boards don’t cut it. Your television is a great tool for this. The leading Custom TV solution,  It’s Relevant TV, allows you to create and display tailored content on your own in-store TV network, enabling you to communicate key messages directly to customers while they’re on-site.

It’s Relevant TV can be a crucial communication tool that provides several benefits for businesses:

  • Educate Customers on Price Changes: Use in-store screens to provide educational content about why prices have increased. Whether it’s a short message explaining the impact of inflation or a quick note on rising supplier costs, you can ensure that customers get the information you want them to see.
  • Highlight Value and Offer Additional Information: Use these screens to reinforce your products’ qualities or your business’ unique offerings. You can showcase behind-the-scenes footage, quality certifications, or stories about your team to make the customer feel more connected.
  • Engage Customers Without Extra Costs: Traditional advertising can be costly. With It’s Relevant TV, you can deliver valuable information without incurring extra advertising expenses, keeping customers informed in real time and reducing potential sticker shock.

Direct Outside Communication Channels

  • Email Marketing: Sending personalized emails to your loyal customers is a direct way to inform them about upcoming price changes. Highlight the reasons for the increases and express your appreciation for their continued support. Low priced tools like Mailchimp can handle the sending and tracking of your emails.
  • Social Media: Platforms like Instagram, Facebook, X, and LinkedIn allow you to explain changes in a public space where customers can ask questions. This interaction builds transparency and allows customers to feel heard.

Focus on the Value Your Business Offers

Customers are more likely to accept price increases if they feel they’re getting good value in return. Use this opportunity to reinforce your business’s value proposition. Emphasize the quality, durability, and uniqueness of your products, or highlight exceptional customer service and support.

4. Mitigate Price Increases and Manage Customer Expectations

While transparent communication is essential, businesses can also take proactive steps to minimize the impact of inflation on their customers. Here are a few strategies:

  • Implement Incremental Price Adjustments: Instead of a sudden, large increase, consider gradual adjustments over time. This approach can help customers adjust and spread the impact over a longer period.
  • Offer Discounts or Loyalty Programs: Reward loyal customers by offering discounts, loyalty rewards, or perks to show your appreciation. This can offset the impact of price increases and build stronger customer relationships.
  • Find Cost-Saving Alternatives: Look for ways to optimize operations without compromising quality. For example, sourcing materials from alternative suppliers, investing in energy-efficient equipment, or renegotiating contracts with vendors can help reduce costs.
  • Consider Downsizing Products or Services: In some cases, offering a smaller or limited version of a product or service at a lower price can retain budget-conscious customers while still covering your costs.

5. Balance Your Revenue Needs with Customer Satisfaction

In a time of rising costs, businesses must balance the need to remain profitable with the desire to retain customer loyalty. If you squeeze your customers too much, you will lose them.

You are not alone! Transparent communication, reasonable price adjustments, and low-cost communication tools like It’s Relevant TV and even email, can help businesses maintain customer trust. By openly explaining price changes, showcasing the value of products and services, and using thoughtful communication channels, businesses can not only survive inflation but build even stronger connections with their customers.

Whether you’re a local store or a large chain, remember that your approach to these price changes will directly impact customer perception. By employing the right strategies, you can navigate this challenging economic landscape and position your business for sustainable success.

Branded TV Like Gas Stations Have

Have you seen the TVs above the pump at your local gas station? Wonder how that unique quick-hitting network came to be?

Digital Signage at The Pump

Gas stations utilize custom TV software to deliver programming and digital signage to customers as they wait. Whether you have a gas station, retail store, restaurant, car dealership or office, you too can benefit from having a customized TV network in your business.

While most of the gas station tv networks are owned by closed groups and ad-supported, you can create your own TV network and generate additional revenue for your own business by using custom tv platforms like It’s Relevant TV.

Longer Short-Form Content

If your customers are in your business for more than a minute or two, you’re going to want content that’s longer than what you typically see on Gas Station TV Platforms. Most gas stations have content ranging from 10-30 seconds in length, and often repeat their content every few minutes. Businesses benefit more from displaying content that is longer, and that doesn’t repeat so often.

Create Your Own Ad Network

Once you have a custom TV network in place at your business you can take full advantage of it by forming your own ad network. TV networks, billboard companies, newspapers and more have made a fortune off of ads they’ve sold over the years. So why not you? You can use the same principles that television networks have used for years to generate additional revenue for your business regardless of what industry you are in. With something like It’s Relevant TV or Rele.TV you can make your own Ad Network and keep all of the profits!