Why are so many brands shifting ad spend to CTV?
People spend more time streaming than they do with cable, social media or video games, and advertisers know it. In fact, according to Advertiser Perceptions and Premion's 2026 CTV/OTT Advertiser Survey, 70% of advertisers are raising CTV budgets in 2026, with much of that budget diverted from social advertising.
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Tip of the day
Ask a group of players for their third shot options and you'll usually hear drop, drive and drip. Ask what a drip actually is and the answers get vague fast.
Coach Mari Humberg says the common definition, a mix of both, asks for something way too difficult. Taken literally, it means a hard, low ball that lands right outside the kitchen, and that's really difficult to do.
Her version is simpler: a drip is a deeper drop. You extend your paddle a little more, but you don't hit it super hard.
The target moves with your opponent. It can land from a couple of feet behind the kitchen line to deeper, depending on where they're standing, and the goal is to hit their feet.
That gets them on the move and forces them to get the ball up. You get a big advantage and a quick path to the kitchen line.
The setup is the same as your drop. Turn your shoulders, even if your stance is open, and keep the swing small.
Use it in three situations: when opponents are slow getting to the kitchen line, when they don't like hitting on the move, and when a short return lets you rush up to the kitchen line. Against players who don't like hitting on the move, try to catch the ball below their knees.
You can hit it flat, with slice or with topspin. Mari's advice is to master all three or find the one you're most comfortable with and get really good at it.
To practise, she sets one cone as her drop target and a second, deeper cone as her drip target, then aims at the deeper one.
The demo is where it clicks: Mari hits topspin, flat and slice versions of the drop and then the drip, so you can see what a little more extension does to where the ball lands.
Key points
A drip is a deeper drop, hit with a little more extension but not super hard.
Aim at your opponent's feet, from a couple of feet behind the kitchen line to deeper, depending on where they're standing.
Turn your shoulders and keep the swing small, the same setup as your drop.
Use it when opponents are slow to the line, don't like hitting on the move, or give you a short return.
To practise, aim at a second cone set deeper than your drop target.
Deal of the day
Meme of the day
That one guy 🤣
That’s it for today! As always, thank you for reading. 🙏
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Happy pickling,
Paul



