Short reads for short attention spans

Pinterest launches shoppable CTV series with brand integrations

Pinterest is launching a new six-episode CTV series on Roku that features creators helping people bring their Pinterest boards to life in real settings, with integrated brand partners such as Wayfair, eos and Michaels woven into the storytelling. Viewers can discover products in context and shop through partner experiences, blending inspiration with direct commerce. 

Why it matters:

• Expands Pinterest’s role from inspiration and social discovery into shoppable TV content that bridges awareness and purchase.
• Offers a new full-funnel advertising surface where brands can be embedded naturally rather than through traditional ad spots.
• Signals a broader trend of commerce-led entertainment formats that unite content and purchasing pathways.

Further reading at Ad Week:

Pinterest Shoppable CTV Series Turns Pins Into Purchases on Roku

ITV increases focus on brand building ahead of 2026

ITV is shifting strategy from product-led initiatives toward broader brand building and differentiation to stand out against streaming competitors. The broadcaster has rolled out a new brand platform and is executing its most significant marketing push since the launch of ITVX, emphasising consistent brand messaging and creative distinctiveness. 

Why it matters:

• Broadcast media is competing more directly with global streaming players on brand perception, not just content.
• Strong brand positioning helps secure long-term viewer loyalty and advertiser confidence in an increasingly fragmented attention economy.
• Signals that legacy TV players are boosting marketing investments to protect and grow audience share in 2026 planning cycles.

Further reading at WARC:

More distinctive and consistent’: Why ITV is investing in brand to drive its next stage of growth

DoubleVerify launches advanced streaming TV tools using IMDb data

DoubleVerify has unveiled DV Authentic Streaming TV™ at CES 2026, an AI-powered solution that combines media quality verification with brand-suitability measurement and dynamic optimisation for connected TV and streaming advertising. The platform incorporates IMDb-derived contextual signals such as ratings, genres and viewer approval scores to improve placement quality, transparency and performance measurement. 

Why it matters:

• Raises the bar for CTV ad quality and accountability in an ad format that has historically lacked unified standards.
• Helps advertisers ensure campaigns run in truly premium streaming environments and align with brand values.
• Paves the way for better optimisation, transparency and ROI measurement in CTV, making it more attractive to performance-focused media buyers.

Further reading at Social Media Today:

DoubleVerify Launches DV Authentic Streaming TV