Display advertising and connected TV consulting across MNTN, Google Display Network, Demand Gen, and YouTube TV. I connect the audience, the creative, and the media buy to a clear business goal.
Introduce your brand on the big screen
Build consideration with visual storytelling
Reach new audiences and reconnect
A planning framework. The right mix depends on your business.
Being everywhere is easy. Making the spend useful takes a plan. I connect the audience, the message, and the next step—then look at what that attention actually contributes.
These channels can do more than one job. I choose the mix around who we need to reach, what they already know, and what we want them to do next.
I use MNTN to introduce the brand to new households and reconnect with eligible audiences who already know it. The audience, video, and follow-up experience need to tell the same story.
Audience separation, video testing, budget pacing, and the journey after exposure.
Reach, frequency, site visits, and attributed outcomes—checked against your analytics and overall acquisition costs.
Display works best when the audience and message are specific. I separate reaching new customers from reminding previous visitors, then review where ads run and what happens after the click.
Placement quality, exclusions, audience relevance, offer, and the landing page.
Useful reach, engaged visits, qualified leads or sales, and whether repeated exposure is adding value.
I use image and video creative across eligible Google surfaces—including YouTube, Discover, Gmail, and Display—to give people a reason to explore. The channel mix follows the audience and the creative.
Distinct creative concepts, format fit, channel choices, and meaningful conversion signals.
Which messages attract the right visitors, then turn that interest into qualified leads or purchases.
YouTube TV is different from watching regular YouTube on a television. I match the buying route, audience, and video to the environment you want to reach, then review delivery against that plan.
Inventory access, geography, creative readiness, reach, and frequency.
Delivery to the intended audience and the broader business response. Eligible auction delivery is not a guarantee of YouTube TV placement.
Google is bringing Display campaigns into Demand Gen. I plan around the inventory, controls, and campaign options available in your account as that transition rolls out.
Awareness, prospecting, remarketing, and retention each need a different message. Click through to see how the plan changes.
Introduce the brand, make the benefit obvious, and reach enough of the right audience for the message to register.
Qualified reach, frequency, attention, and changes in branded demand.
People who may need you but do not know you yet.
One clear promise, recognizable branding, and a memorable reason to care.
Find people who have a reason to buy, explain the value, and give them a next step worth taking. I keep new-customer activity separate from remarketing.
New-customer quality, qualified leads, acquisition cost, and revenue.
New people with a plausible need for the product or service.
A strong benefit, credible proof, and a clear path to learn more or buy.
A visitor who compared products needs a different message from someone who watched a video. I build the follow-up around what they have already done.
Conversion quality, recency, frequency, and overlap with other channels.
Eligible visitors and engaged audiences who have not taken the desired action.
Proof, a useful reminder, an objection answered, or a relevant offer.
When the buying cycle supports it, I use eligible customer audiences for replenishment, cross-sell, or a relevant next purchase. Paid media needs to earn its place alongside email and other customer communications.
Repeat purchase, customer value, margin, and the cost of re-engagement.
Existing customers with a sensible next purchase or renewal opportunity.
A useful next product, timely reminder, or customer-specific benefit.
The idea should travel across screens. The execution should fit each one. I work with your team or production partners to build briefs, launch useful variations, and keep the next round ready.
A TV ad needs a clear story, readable branding, and a message people can remember after the spot ends. I brief the opening, the proof, and the next step around the viewing environment.
Test the opening idea or the core promise while keeping the audience and offer comparable.
Make the benefit clear.
Show why it is believable.
Make the brand and next step easy to remember.
For feed and video placements, the first image or opening moment needs to make the value obvious. I adapt the concept to the placement, with a consistent offer and destination.
Compare distinct concepts first. Then refine the hook, visual, pacing, and call to action.
Lead with a recognizable need or useful benefit.
Use a demonstration, proof point, or compelling visual.
Offer a natural next step.
A display ad rarely has room for the whole pitch. I focus the creative on one reason to act, clear branding, and a destination that delivers on the promise.
Test the message or offer before treating another resize as a new creative idea.
One clear benefit.
A product or image that supports it.
A specific, relevant next step.
Creative velocity means keeping useful tests moving at a pace the budget can support. I want enough evidence to learn—and the next idea ready before the current one wears out.
Reach tells me where the budget went. Response tells me whether the message landed. Business outcomes tell me whether the plan deserves more money.
Audience · Placements · Reach · Frequency
Attention · Visits · Engagement
Qualified leads · Customers · Revenue
I review the audience, placements, frequency, and creative before assuming the channel is the problem. An ad can reach plenty of people and still give the right people no reason to care.
Compare a clearer promise or stronger proof within a focused audience. Review the quality of the response, not just its volume.
I check whether the ad promise matches the landing page, whether the experience works on mobile, and whether the next step is reasonable for a new visitor. Then I verify the conversion setup.
Fix the largest break in the journey, then judge qualified leads or purchases against the spend.
I separate click-through from view-through results, inspect attribution windows and audience overlap, and compare reported performance with total leads, customers, and revenue.
Where scale allows, use a holdout or geographic test to examine lift. A platform taking credit is not proof it caused the sale.
I read MNTN and Google reporting alongside your analytics and available CRM or sales data. Attribution is a useful input. It is not the same thing as incremental growth.
I use AI to organize the evidence and pressure-test ideas. Your business context shapes the brief, and I make the campaign decisions.
I use Windsor.ai MCP to work with connected ad-account reporting where data is available. It helps bring campaign findings into the same analysis before I decide what needs attention.
I use Claude to organize findings, examine competing explanations, and develop clearer creative briefs. The output still needs to hold up against the account and the business.
I use ChatGPT to explore messaging angles, structure test plans, and summarize what changed. I review the work before it becomes a recommendation or a live campaign.
We can discuss hands-on campaign management, strategic consulting, or a focused review of your current setup. The scope follows the work your business needs.
MNTN and YouTube TV need suitable video assets. Display can use image creative, while Demand Gen supports image and video formats. I help define the brief and work with your team or production partners on the assets.
No. YouTube TV is a separate live TV streaming service. Watching standard YouTube content on a television is a different inventory context. We plan the buy around the environment you intend to reach.
We start with your audience, goals, geography, assets, and buying route. I will recommend a workable scope after reviewing the inputs, rather than attach the same budget to every business.
Yes. These channels can introduce your brand and build consideration while search captures demand. The media plan should define each channel’s role and avoid counting the same conversion several times.
Tell me where you are, what’s not working, and where you want to go. We’ll figure out the right next move.
