Most media spends against people who are already shopping. It feels safe — they're in-market, they're high-intent — but it's also the most crowded, most expensive moment to reach anyone. By the time someone is comparing options, every competitor is bidding on their attention.
The window before the window
There's an earlier, quieter moment: before someone is in-market, when demand is still forming. Reach them there and you shape the consideration set before the auction heats up — at a fraction of the cost, with far less competition.
Everyone fights over in-market buyers. The advantage is getting there first.
That's what we built ArcForesight to do: model who's likely to enter a category before they start shopping, and get in front of demand while it's still cheap to influence. Being early isn't a nice-to-have. It's the whole edge.
Write a CTV measurement brief before buying media
Define the business outcome, attribution rules, holdout design, and budget decision for a CTV campaign. Includes an editable experiment brief and reporting template.
Notes from the build
How we think about media, software, and growth — a short email when we publish something worth your time. No spam, unsubscribe anytime.
Want this pointed at your growth?
No retainer or management fee. We agree the campaign budget, funding, measurement and commercial terms before launch.