When Great Streaming Tech Meets Misaligned Strategy: How Impressions Get Wasted in Plain Sight

I have been catching up on one of the most popular streaming series lately. That’s the beauty of the medium, power, control, and meeting the audience exactly where they live.

Last night, I spotted a client’s ad during my binge session. Even after 40 years in this business, I still get a jolt of excitement when that happens. It’s even more rewarding now because so many of the partners we work with at ConnectADtv are outside my home market.

While watching, I noticed something other people likely saw but ignored. The veteran interpreted it as a classic case of misalignment.

Over four episodes, I saw the same automotive commercial (national or regional) in nearly every break. Episode after episode. Break after break. Same creative. No variation. No relief.

Neither my wife nor I is in the market for a car. If we were, this brand wouldn’t be on our list. Yet, the frequency just kept stacking.

With today’s platforms, data signals, and sophisticated frequency controls... how does this still happen?

A large agency likely placed it. There’s probably a smart digital team or a major buying partner involved. Real budgets. Real talent. So why did the execution feel so off?

The Alignment Gap

This isn’t about criticizing, it’s about diagnosing a disconnect. In real world execution, objectives often drift into silos:

Client Goal: Sell cars.

Agency Goal: Retain the account.

Buyer Goal: Deliver the buy

All of these are reasonable on their own, but they aren't always aligned. When volume is prioritized over value, frequency creeps up, creative fatigue sets in, and media dollars quietly lose their edge.

Streaming isn't the problem. The pipes work. The targeting exists. The tools are ready.

Wasted impressions in CTV aren't a technology issue anymore, they are a decision issue.

To move forward, we have to align strategy, execution, and accountability. We need to ensure every impression delivers value, not just volume.

I’m curious to hear from my peers,

Have you seem the same frequency and targeting issues?

Are you noticing the same dosconnects? 

#CTV #StreamingTV #AdvertisingStrategy #MarketingAlignment #ConnectADtv #MediaBuying