Mistplay grows CTV to 25-30% of media mix via Tinuiti and Nexxen
At a Tinuiti Live panel this year, Mistplay's SVP of marketing Noa Gutterman detailed how the mobile gaming loyalty app identified mobile gamers who also watched meaningful amounts of streaming content, then worked with Tinuiti and Nexxen to reach them through CTV. The campaign began with FAST networks, Tubi, Roku and Hulu, and has since grown to represent 25% to 30% of Mistplay's total media mix every month. "Starting audience-first, we were able to work with Tinuiti and Nexxen to find an opportunity to reach these users outside of bottom-funnel performance digital channels like Facebook or Google," Gutterman said. On creative spend, she said there is no direct correlation between production budget and how well a spot performs, so new brand creative should run as an A/B test against what is already live.
Campaigns built this way treat each CTV flight as a structured test cycle: define the audience, place the creative, read the weekly signals, then reallocate budget. Independent consultant Pete Harrison of Running Start Marketing said tests shorter than four weeks rarely generate enough data to optimize, and recommended spreading spend across ten to twenty inventory sources and devices before narrowing to what performs. He also pointed to attribution tools such as Nexxen's ghost bidding and lift analysis, which let buyers isolate incremental impact network by network before locking in premium placements like Netflix or Prime.