Most marketers know the path to purchase isn’t a straight line. What’s often missed is how much the customer journey behavior reveals. Customers may not follow a predictable path, but their behavior reveals what’s working, where momentum is building, and where revenue is being lost.
Let’s be real: last-click attribution is lazy math. It tells you what closed the deal, but not what opened the door. If you’re serious about scale, your attribution model needs to reflect the entire customer journey and not just the final step. Because in DTC marketing, growth doesn’t come from optimizing for clicks. It comes from optimizing for impact.
As providers reshape how content is packaged and delivered, viewers are constantly adapting—navigating the streaming bundle landscape, switching services, and adjusting to shifting access points. These changes are redefining not only how content is consumed but also how audiences are aggregated and reached. For marketers, this opens new opportunities to align strategy with the realities of an evolving distribution system.
Connected TV (CTV) has dominated industry conversations in recent years, and for good reason. However, most CTV for DTC campaigns are still built on old-school branding strategies that don’t deliver the accountability or performance that DTC brands need. For DTC marketers, that’s a problem. You need measurable performance, accountable media, and scalable customer acquisition. That’s where Cannella Media takes a unique approach.
Social commerce is expanding globally faster than ever before. With platforms refining their UI, seamlessly integrating AI-driven personalization, and creating immersive shopping experiences, the barriers to international selling are crumbling. Instagram Shopping and TikTok Shop are leading the charge, making global social commerce more accessible by streamlining the way brands connect with and sell to consumers worldwide.
Streaming platforms are multiplying, and consumer habits are shifting rapidly, giving rise to a game-changer in how advertisers connect with audiences: FAST channels. This rapidly expanding market is set to triple its global ad revenue from $6 billion in 2022 to $18 billion by 2028. But what are FAST channels, exactly?
With 2025 underway, our leadership team has been tracking the key shifts that impacted the industry over the past year and what those mean for performance-driven brands in 2025. Staying ahead means knowing which strategies will deliver measurable growth—and which will leave you behind.
With its ability to deliver highly targeted, data-driven campaigns directly to the living room screen, CTV offers performance-based marketers the opportunity to optimize every impression and to create campaigns that directly align with their business goals. But what about the cost of CTV?
Cannella Media is pleased to announce the addition of two new shows to RVTV’s lineup: The RV’ers, and Switch It Up. These two shows bring fresh narratives and creative perspectives, offering a broader range of engaging content to the RV community and travel enthusiasts alike.