#ctv advertising

[programmatic-marketing-hub]

OTT Advertising vs. CTV Advertising: Which One Is Best for Your Brand?

Image Source: FreeImages

Let's dive into every section to gain a complete know-how of OTT marketing vs. CTV marketing.

1. Understanding OTT Advertising

OTT, which stands for Over-the-Top, refers back to the shipping of video content over the net, bypassing conventional distribution channels including cable or satellite TV for PC carriers. OTT services allow viewers to circulate their favorite TV shows, films, and other video content material on diverse gadgets, including smartphones, capsules, computers, and clever TVs. Examples of popular OTT systems encompass Hulu, Netflix, Amazon Prime Video, and Disney+.

2. Exploring CTV Advertising

Connected TV, or CTV, refers back to the gadgets on which visitors get admission to and eat OTT content. These gadgets consist of smart TVs, streaming sticks (which include Roku, Apple TV, or Amazon Fire TV), gaming consoles (like Xbox or PlayStation), and set-top containers with net connectivity. CTV devices enable viewers to circulate OTT content without delay on their TV monitors, providing a more immersive and traditional TV-like reveal.

3. The Evolution of OTT and CTV

The upward thrust of OTT and CTV can be attributed to several factors. With the growing availability of excessive-pace net and the proliferation of net-linked gadgets, viewers have more options and versatility in how they devour video content material. The comfort of on-call for streaming and the potential to customize viewing stories have driven the recognition of OTT and CTV.

4. The Growing Popularity of OTT and CTV

The growth of OTT and CTV has been extremely good in recent years. According to Nielsen, streaming accounted for 34.8% of general TV consumption, surpassing cable and broadcast TV for the first time. This shift in viewership behavior has caught the eye of advertisers, who are now trying to leverage OTT and CTV systems to reach their target audiences.

5. Advantages of OTT Advertising

OTT advertising offers several blessings for entrepreneurs. Firstly, it affords the right of entry to a huge and numerous target market, as OTT systems have a worldwide reach and cater to various demographics. Secondly, OTT lets in for superior targeting abilities, allowing advertisers to supply customized and relevant advertisements to unique audiences. Additionally, OTT advertising and marketing provides a brand-safe environment for ad placements, making sure that commercials are displayed in a top-rate and trustworthy context.

6. Advantages of CTV Advertising

CTV advertising and marketing, however, give unique blessings to entrepreneurs. One of the important blessings of CTV is the capability to reach viewers at the large display, offering an extra immersive and attractive viewing experience. CTV advertisements are normally non-skippable, ensuring excessive completion fees and expanded logo exposure. CTV additionally lets in for more innovative advert formats, inclusive of interactive and dynamic commercials, that may decorate logo messaging and pressure higher engagement.

7. Challenges in OTT and CTV Advertising

While OTT and CTV advertising presents several possibilities, there are also demanding situations that entrepreneurs need to navigate. One of the principal challenges is the fragmented nature of the OTT and CTV ecosystem, with more than one structure, devices, and content material vendors. This fragmentation makes it crucial for advertisers to have a strategic approach to reach their audience successfully. Additionally, measuring the impact and return on funding (ROI) of OTT and CTV advertising and marketing may be hard because of the shortage of standardized measurement metrics.

8. Targeting Capabilities in OTT and CTV

Both OTT and CTV marketing offer superior targeting talents, allowing advertisers to supply greater customized and applicable ads to their audiences. OTT marketing permits concentrate primarily on different factors, which include demographics, pastimes, and viewing conduct. CTV advertising, in particular, offers the opportunity to target audiences on a massive screen, handing over ads directly to viewers' living rooms. This unique concentration guarantees that advertisements are proven to the proper humans at the right time.

9. Effective Ad Formats in OTT and CTV

When it comes to ad formats, both OTT and CTV marketing offer flexibility and creativity. OTT platforms typically aid various ad formats, along with pre-roll, mid-roll, and submit-roll commercials, similar to conventional TV classified ads. CTV, however, provides additional possibilities for interactive and dynamic ad formats, allowing for more engaging and interactive studies. These ad codecs can encompass overlays, interactive factors, and clickable calls to action, improving the viewer's engagement with the content.

10. Measuring Success in OTT and CTV Advertising

Measuring the fulfillment of OTT and CTV advertising campaigns requires a combination of conventional and digital dimension approaches. Advertisers can track metrics along with reach, frequency, completion quotes, click-thru rates, and conversions to evaluate the effectiveness of their campaigns. Additionally, leveraging superior size technologies, together with attribution fashions and pass-tool tracking, can provide deeper insights into the impact of OTT and CTV advertising on client conduct and conversions.

11. Choosing Between OTT and CTV Advertising

When deciding between OTT and CTV advertising and marketing, it's essential to recollect your marketing campaign goals, target audience, and available sources. OTT advertising gives a broader reach and the capability to target visitors across more than one device, making it appropriate for achieving a diverse audience. CTV advertising and marketing, alternatively, presents a greater immersive and engaging enjoyment on the large screen, making it perfect for logo cognizance and effect-driven campaigns. Ultimately, the selection between OTT and CTV will depend upon your unique dreams and target market.

12. Integrating OTT and CTV Advertising into Your Strategy

To efficaciously integrate OTT and CTV advertising into your marketing approach, it is crucial to not forget the subsequent steps:

Identify your target market: Understand your audience's demographics, hobbies, and viewing conduct to create powerful strategies.

Craft compelling advert creatives: Develop enticing and relevant ad creatives that resonate with your audience and align with the precise context of OTT and CTV structures.

Leverage advanced targeting competencies: Use the superior focus on capabilities supplied by OTT and CTV systems to deliver personalized and applicable commercials to your target audience.

Measure and optimize: Continuously display the performance of your OTT and CTV campaigns, examine the facts, and make data-driven optimizations to enhance your campaign effectiveness.

Consider go-channel integration: Integrate OTT and CTV advertising with different digital marketing channels, along with social media and search advertising, to create a cohesive and complete advertising method.

In the end, both OTT and CTV advertising present precise opportunities for entrepreneurs to attain their goal audiences in a greater personalized and engaging way. By knowing the differences between the 2 and leveraging their respective advantages, advertisers can create impactful campaigns that drive brand attention, engagement, and conversions. With the evolving digital landscape, incorporating OTT and CTV marketing into your advertising method is vital to stay ahead of the opposition and connect to your audience in a significant way.

[Additional Information: 9Media Online is one of the best Programmatic Advertising where you will get the best OTT and CTV advertising services]

[adctv]

Guide To Ctv Advertising-ADCTV

Adctv advertising is leading advertising company. Here,you can be a great way to promote your business and reach new customers. However, it's important to do your research and plan carefully before jumping into an ad campaign. By following these tips, you can ensure that your ad ctv campaign is successful and cost.

[adomantradigital]

Unlike traditional TV ads, interactive CTV ads have now become a sensation among the vast advertising landscape. Wanna know how? Keep reading!

[anantadiai]

Unlocking the Power of Data: Transforming CTV Ad Campaigns in 2024

What if you could turn every CTV ad dollar into measurable success? In the fast-paced world of Connected TV (CTV) advertising, data isn’t just a tool—it’s your competitive edge. Here’s how smart data use is reshaping CTV ad strategies: 1. Pinpoint Targeting: Zero in on your perfect audience by analyzing their behaviors and preferences. 2. Instant Feedback: Adjust your campaigns on the fly with real-time performance insights. 3. Clear Metrics: Track what matters most to boost the effectiveness of your ads. 4. Budget Smarts: Stretch your ad spend further by finding the best times and channels for your content. 5. Viewer Connection: Craft ads that truly resonate by tailoring content to viewer interests. As we head into 2024, data-driven CTV advertising will be the difference between just running ads and running successful campaigns.

[zenonwholesaledigitalmarketing]

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The home for wholesale CTV / OTT / Online Video and other programmatic services WHOLESALE PRICING & PREMIUM PERFORMANCE FOR ALL CUSTOMERS IN THE USA & CANADA

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[jefffagel]

B2B marketing has a reputation for being dull....boring... and the typical technology explainer video is a key reason why. In response, we decided to take a different approach to the boring B2B explainer video working with award-winning journalist Cleo Constantine Abram host of Huge if True to launch a 5-part video series entitled 📺 TV#Advertising Explained.

[adtechspecialss]

2024 CTV Advertising Trends

Burning your CTV advertising budget? 📺 Discover 2024's top CTV trends for a roadmap to success. 🚀

Don't let uncertainty stall you—unlock CTV's potential now!

[sophia1993]

The Future of Ads: Understanding OTT and CTV Advertising

04 Sep 2023 / Paid Ads

In today’s digital age, advertising is facing a significant transformation. With the rise of OTT and CTV services, advertising has also evolved to cater the needs of various brands. For example, the number of advertisements that we watched during the IPL 2023 on an OTT platform like JioCinema. With digital platforms like Disney and later JioCinema taking up the streaming rights and the easy and fast availability of internet, more viewers have moved from traditional broadcasting services to OTT platforms. According to The Economic Times, the IPL 2023 viewership on Disney (TV subscription) increased by 21% compared to the previous season.

Though the pandemic wreaked havoc in the lives of millions of people, it proved useful for the multiple streaming channels and thus indirectly, various brands. The use of OTT and CTV devices saw a rise during the pandemic with more and more people being driven to these streaming services due to the lack of other cinema experiences. According to Business Insider India, from 2020 to 2021, India saw a rise in the OTT audience by 20%. And according to the 2023 CTV trends report, 40% of consumers have installed an app after seeing a CTV ad for it. OTT and CTV appear to be the future of advertisement and as they give brands a new opportunity to endorse.

continue reading - OTT and CTV Advertising

[rlewisphilly]

Tell me AGAIN!?

In July linear TV dropped below a 50% share for the first time ever, with streaming video viewing at an all time high.  One major complaint of TV:  Too many ads! A recent Study showed that 87% of CTV viewers are tired of seeing the same ads too many times. “The only mistake in life is the lesson not learned.”  Thank Albert Einstein for that one. Maybe I should say that with some frequency?  ;0)

[adguy]

US #DigitalVideo #AdSpend to Continue Strong Growth, Powered by #CTV and #SocialVideo.

[programmatic-marketing-hub]

CTV Advertising: The Streaming Revolution Begins

Brands have shifted their marketing focus to CTV in recent years, and it's critical to keep on top of the newest trends and possibilities in the ever-changing advertising market. Change has proven to have a tremendous impact on the advertising sector, owing to global economic developments and the growing prevalence of smart devices. Looking ahead to 2024, monitoring the trends that will affect the advertising sector is critical.

The Impact of Economic Climate on Advertiser Demand

The global economy has had its fair share of fluctuations in recent years, which has had a long-term impact on advertising. Ad spending has gone up, particularly among technology companies. Despite recent large investments in TV advertising, the economic slump has led them to take a fresh look at their advertising strategies.

This shift is evident in regions like the UK, where data for the first half of the year shows that key tech advertisers either halted their spending on linear TV or significantly slashed their budgets. This trend isn't limited to one region; it's a global phenomenon affecting the entire TV ad industry.

The Alternative to Traditional TV

The diminishing interest in traditional TV advertising has given rise to innovative advertising methods, with CTV advertising taking the lead. According to eMarketer, the number of CTV-consuming households is projected to exceed traditional pay-TV households by next year, hitting 115.1 million. This trend can be due to the increasing popularity of subscription streaming services, which provide an extensive selection of material on CTV platforms.For entertainment enthusiasts and TV viewers, traditional TV has become a less favored option.

Streaming habits have evolved as well. More households with broadband internet now have smart TVs in their living rooms, and adults using subscription video-on-demand (SVOD) services spend a significant portion of their streaming time watching ads on smart TVs. The age of viewers also plays a role, with different age groups preferring smart TVs for streaming.

The Effect of Global Events

Unforeseen events can disrupt the advertising market, and one such trend is the potential end of the "peak TV" era. Tech companies had been heavily investing in online streaming content, leaving traditional TV with repetitive programming. Ongoing Hollywood strikes affecting content pipelines for streaming services have raised questions about the balance of power among major CTV players. However, experts suggest that this upheaval is unlikely to significantly alter the landscape.

TV Viewership Shift

The transition to CTV is gradual and not uniform across the globe. In the UK, for instance, the decline in linear TV viewership started to level out in 2022, following a significant drop in weekly reach and hours viewed via linear TV. However, other markets are expected to experience a steeper decline in linear TV viewership, as there is ample room for streaming growth. In France, linear viewership has only decreased by 8% in the last five years, compared to a 30% loss in the UK. This transition is set to expand the volume of CTV inventory available to advertisers, raising questions about ownership.

The Role of International Platforms

While influential global platforms will play a part in this developing scenario, they do not appear to be dominant. For example, streaming giants like Netflix and Disney, for example, may not command a sizable market share due to their various economic structures. Even though Netflix is highly popular, it contributes to about 8% of UK viewership. Therefore, no matter if the entire content is ad-supported, it still accounts for a small portion of the overall market.

In contrast, international platforms like YouTube have shown substantial ad-supported growth and an expansive viewer base. YouTube is a prime example of a platform that is successfully incorporating advertising into its content, with billions of users worldwide. Advertisers may efficiently reach their target audiences by leveraging YouTube's large user base and expert statistics.

The Rise of FAST Services

Free ad-supported streaming TV (FAST) services are also poised to increase their share as viewing numbers continue to grow. These services provide an alternative to subscription-based streaming platforms by offering free content supported by advertisements. While the ad-supported model is not new, the re-emergence of FAST services in recent years has gained popularity.

Viewers are increasingly resorting to these sites to have access to a variety of content without having to pay for subscriptions. The appeal of FAST services comes in their capacity to provide broad programming, ranging from movies and TV series to live sports and news while being able to generate revenue through advertising.

However, while FAST services are gaining ground, their proportion of the streaming market remains limited when compared to the broader field of streaming possibilities.

The Changing Landscape for Advertisers

Despite the challenges posed by the global economic climate, the advertising industry's transformative journey continues. Tech companies and traditional broadcasters alike are adapting to new market realities and exploring the potential of Connected TV (CTV) advertising.

The influence of streaming services and the rise of CTV advertising are key trends in advertising, presenting advertisers with numerous opportunities. As we move forward, advertisers must stay current on the latest advancements and trends in CTV advertising. This understanding will enable them to realize the full potential of this dynamic and changing environment.

CTV advertising is not a trend to be dismissed; it signals a major shift in how people consume media and interact with advertisements. As more people switch to CTV and streaming services, advertisers must adjust to be relevant and effective in reaching their target consumers.

Strategies for Success in CTV Advertising

To make the most of CTV advertising, advertisers should consider several strategies:

Audience Targeting: CTV platforms provide powerful tools for audience targeting. Advertisers can reach specific demographics, interests, and behaviors, ensuring their messages resonate with the right viewers.

Interactive Ads: CTV allows for interactive and engaging ad formats. Advertisers can create immersive experiences that encourage viewers to take action, such as clicking to learn more or making a purchase.

Content Integration: Advertisers can collaborate with content creators to seamlessly integrate their ads into the viewing experience. This approach makes ads feel less intrusive and more like a natural part of the content.

Data Analytics: CTV platforms offer robust data analytics that allows advertisers to measure the effectiveness of their campaigns. By analyzing viewer behavior and engagement, advertisers can refine their strategies for better results.

Dynamic Ad Insertion: Advertisers can use dynamic ad insertion to deliver personalized ads to different viewers within the same program. This technology ensures that each viewer sees the most relevant content.

Cross-Platform Marketing: CTV advertising may be combined with other forms of digital marketing. Advertisers can design regular cross-platform campaigns to reach their target demographic across numerous platforms.

Advertisers have a great chance to connect with their target audiences in a more targeted and engaging manner as CTV gains traction. Advertisers may successfully navigate the evolving advertising landscape by embracing the latest trends and using the possibilities of CTV platforms.

Finally, the advertising industry is undergoing a substantial change due to changes in the global economy, the rise of CTV advertising, and changing consumer preferences. CTV advertising is taking center stage as a dynamic and successful medium for reaching target audiences as internet businesses and conventional broadcasters adjust to new market realities.

The impact of streaming services, the role of international platforms, and the growth of FAST services all contribute to the evolving landscape of advertising. To win in this developing market, advertisers need to take on CTV advertising, execute effective tactics, and keep updated on industry trends.

As CTV advertising becomes a bigger player in the advertising environment, it provides advertisers with new ways to connect with audiences and generate engagement. Advertisers may remain ahead of the curve in the ever-changing world of advertising by knowing and harnessing the trends and technology related to CTV.

[seedtag1]

Seedtag offers a suite of Contextual Advertising solutions based in Machine Learning and Artificial Intelligences to global brands.

[cannabisbusinessexecutive]

Is Connected TV An Untapped Opportunity For Cannabis Brands?

Changes in television viewing habits have been happening for a few years now. People are canceling cable TV services in droves and turning to Connected TV (CTV) because of the array of content options available. What is CTV?                                                                                                                                                          Most homes are…

[adctv]

ADCTV – Best CTV Advertising Platforms

ADCTV is one of the best CTV advertising platforms builder out there. Not only does it offer a wide range of ad types and formasts, but it also has a fantastic user interface that makes it easy to navigate and create campaigns. Plus, its reporting tools are top-notch, so you can always track your campaign's performance. For more information, please click on - https://adctv.com/

[expression-of-doubt]

oddities.mp4

She stood there, the pitter-patter of the rain beating against the ugly, purple nylon of her umbrella; paramedics, journalists and disinterested cops circling all around her, arranging the scene to be picture-perfect for this afternoon’s and ostensibly the whole month’s worth of breaking news reports.

After all, what could be more compelling to a general audience than a disfigured corpse, of what was presumably a man, with his skull so caved in, it had painted a spiked halo of dark red blood where there once used to be a head and a face. If only he could have died whilst holding up a “V for victory”, so that the iconography of it would single-handedly provoke a stencilled mural be drawn in its place in two week’s time. The words “gruesome scene” basically wrote themselves on the collective phone screen of every journalist from the seventeen rival TV stations present on the scene, all trying to spin some different angle for what was just simple, cold, bloody murder.

No one really wanted to be there, mostly because it was tough work in even rougher conditions, or maybe because it was just work. Terrible weather, and the only coffee nearby came out of an ancient vending machine, which was barely pretending to hold off on the sugar, when you’d press the button for none. It was enough of a mess that it would handily occupy them for the rest of the day, which most seemed to take in stride, as well as anyone could a free paycheque, anyway. No moving parts or reasonable doubt to be had either – just “We’re currently investigating.” and “You’ll be the first to know, when we know.” License to make shit up, and hope that further developments would end up proving you right, and the guys over at CTV wrong. It was the kind of gamble, where no one would end up being the loser, since most stations would end up reposting each other’s work by the end of the first week, with their readers and viewers becoming about as half as interested by week two. Though, most of these young urban professionals were morbidly hoping that there’d be some other gruesome scene to write about by that point.

Everyone would race to be the first to publish, but in this day and age it wouldn’t amount to nothing more than forcing your colleagues into the choke-hold of having to cite you as the guys that pressed “Publish” seventeen milliseconds earlier, because the intern had a momentary tremor. The average consumer of said news couldn’t give any less of a shit who broke it first, since those articles would be sandwiched in between a photo of a scantly clad girl, advertising her private page, and this week’s hottest meme of a chipmunk struggling to swallow an overly large nut.

Ivy wasn’t really in the head-space to have much of a reaction to anything, since anyone who’d spend any time living in The Capital would know this is just about par for the course in this town. All she could think about is how the rain would scare off all the clientele, and there’d be nothing to do but shuffle boxes from lower to higher shelves all day. No reason to take the headphones in her ears out either. Another day wasted before it had even started.

She’d stand there, eavesdropping on the conversations the people unrolling police tape would bark at each other for several minutes at a time before looking back down at her feet and thinking to herself when someone would notice the tooth sitting on the ground right in front of her – some kind of molar. A dentist would probably know, she’d think to herself, as if affirming to anyone listening in on her thoughts, that she didn’t really need to know. Several police officers would almost step on it, which would surely reveal its existence or instantly destroy it, but no such luck. She’d smirk to herself one last time, before stepping away from it and through the door behind her, into a store-front labelled “Oddities” – her place of work.

…

There are only two things really worth mentioning about that place:

One was immediately apparent – it sold antiques. Old, musty, and as far as anyone could tell without going in – probably expensive. While partially true, the real nature of it was something closer to a boutique, which had at some point over the years failed, and then forcibly diversified in various—if not too many—directions, in a desperate attempt to keep the lights on.

The second was its proprietor – a man, known to his acquaintances, and unknown to just about everyone else. A rather unpleasant to be around—by anyone’s guess—sixty-something year old man, who had, so far, blissfully coasted through life, in a state of perpetual melancholia. It was the kind of thing you’d immediately sense radiating off of him, if you ever got to meet him in-person. It’s what ultimately must have earned him the nickname “Eyes”. The only thing that really betrayed that caricature was the way he’d loom over people in stature, broad shoulders and all. That and you couldn’t shake the feeling that, despite it all, he was never really unhappy. There’d be this air of dignity about him, which no one ever seemed to really question or deny about him. Maybe it was the way he’d handle himself, or maybe it was just his age, finally growing to suit him. At least, that’s what Ivy would say, whenever someone asked.

Gonna be another slow day, huh Ivy? How was your date?

The asshole never showed up. Stood me up like some dumb bitch, that doesn’t know better.

That’s a shame. . . I’m guessing you have him an earful?

He’s been ghosting me ever since. He should probably keep at it, if he knows what’s good for him!

‘Attagirl. You deserve better. You just let me know if you need anything, alright?

He’d run Oddities with an iron fist – a fact that would become apparent the second any unseasoned clientele managed to somehow find his shop, and naively think to enter it without proper defensive countermeasures.

The ideal customer was one who would enter, give a polite, yet short greeting, and would then proceed to browse through the shelves and the displays in complete and utter, deeply contemplative silence, for at least ten to fifteen minutes. Only after, would they be capable of asking, or be offered, any help. This “help” would usually consist of a couple of leading questions, with which he would internally gauge the client’s level of familiarity. If the client “had a pulse”, as he liked to put it, the conversation would be brief, and it would result in a guaranteed purchase within the next minute. If no such vital signs were found, and he was able to diagnose the cause of brain death sufficiently quickly, there was about a fifty-fifty chance they’d walk away with something, which he’d deem sufficiently expensive and profitable enough to justify having gotten up from his chair. Whether or not they had come in with the intention of leaving with said thing was seen as irrelevant, and/or their mistake.

Anyone that acted outside of the “mandatory browsing period”, was booted out kicking and screaming.

As you might imagine, this didn’t really fall under what some would consider conventional business savvy, but to him that never was the point to begin with. To him, this mercantile venture was an exercise in providing a service to the public. A service that no one was explicitly begging for, but was provided nonetheless.

I’ll be alright. I just don’t know why you even bothered opening up today. They’re not going to be done with that mess outside anytime soon.

Who knows, one of those journos might make a mistake and take a picture of the wrong wall. Have to look our best.

The one without the corpse with the blown off head?

They don’t know that. Their bosses probably just told them to go to this address and take pictures. I don’t think most of them can even perceive the corpse as something out of the ordinary. Besides, there’s a tooth rolling around out there they still haven’t noticed.

Oddities was Eyes’ personal crusade against the tides of mindless consumerism, brought on by nearly thirty years of attempts to establish a democracy, modelled after other capitalist countries. This was only his excuse to try and shape the unwilling masses; to turn them from a horde of grossly disinterested individuals, preoccupied with the turmoil of daily and/or biological life, to more full-bodied and well-rounded people, with at least one niche interest. It wasn’t so much an antiques shop, as it was a re-education centre. Ivy also liked to add that it was a place that forced upon people an intense kind of concentration, to make a really blunt kind of point.

She had worked there ever since she was almost done with high-school. The pay couldn’t have been particularly good, but as the sole employee of the establishment, she had a certain kind of irreplaceable autonomy. Though, everything seemed to indicate that she’d still stick around, even if that wasn’t the case. Something about all those carefree workdays, where there wouldn’t be a single person setting foot through those doors. She didn’t really see it as a job, as much as it was a place to hang out for a couple of hours and still earn a paycheque at the end of the month. Enough to cover a small one-room apartment, food, decent internet, and her tuition, anyway.

Though, the idea of giving money to that front of an institution they’d call a university seemed to irk her a bit. She had gotten roped into doing it, after her relatives had twisted her arm into getting a higher education. For her future, they’d say. Obviously they meant something like pursuing law, medicine, or architecture, but she thought the humanities would have to suffice. She’d never really talk about it, but made sure anyone concerned about the topic could rest assure, that whatever she’d come out the other end with would result in no prospects whatsoever.

Saw that too, eh? That’s next week’s shocking revelation, I bet. Also what… are you telling me none of those piggies wanna come in and look for some new curtains? No questions?

Yeah pretty much every single one of them came in, asking the same questions – efficient communication, they call it. I’m pretty sure half of them went out with the conclusion that I was the one who did it.

Well. . . you might’ve. There’s enough antique weapons in this building to arm a small army. Who’s to say you haven’t grown restless at your age and started lashing out?

Most days, she’d lounge around the shop on one of the many beaten-up sofas, which to her seemed to have been on display and available for purchase for at least the last thirty years. Clearly no takers.

Every once in a while, she’d get up and turn on one of several import high-end Hi-fi systems, on which she would play one of the many records Eyes had stashed away for discerning clientele.

Eyes would be over in the corner by the entrance, where he had set up his workbench all those aeons ago, when Oddities first opened. He’d say it was the best lit part of the shop, which would highlight the fact that he is, in fact, the most important article enclosed in these here four walls. He’d usually smirk to himself while saying that. In reality, his eyesight was getting worse, and the corner window gave him just enough light to not have to turn on a desk lamp all the time. He’d usually spend his days digging around the guts of some old, broken radio. Never seemed to know how to get it to work, though.

You’d feel very lucky then, wouldn’t ya? The beheading – sure; but that’s a high velocity impact splatter repainting that wall. Curious thing is, that there’s not even a single sign of gunfire anywhere around that body. Whoever hit that guy turned him into mist, and didn’t even use a gun. It’s sure to stump forensics for a while, if it ever reaches them, that is.

Definitely not going to burn this week’s guess on you being a gardener. I dunno. It just looks like some dead rich kid to me. Mummy and daddy’s silver spoon couldn’t bail him out of this mess, I guess.

Behind Eyes, would be a large modular bookshelf, which only housed books in the compartments that were physically out of his reach. Over the years, he had replaced anything within arms length for some kind of junk, he found essential to the upkeep of the shop – wire strippers, 12 gauge wire, planks of wood, cast iron pans, scrap electronics, technical manuals, coffee cups, depleted uranium rods – you name it. This was a man, who self-admittedly refused to understand the concepts of organisation and cleanliness, as he thrived in “the kind of chaos only he could make”. This was also part of the philosophy, which resulted in the glorified intimidation tactic that was hanging a quick-release sixteenth-century executioner’s sword off of chains from the ceiling, right above where he’d be sitting all day. Essential, he’d call it.

Ivy simply didn’t believe that it would have much of an effect on anyone, especially if someone were to be so inclined as to break in and try to steal, what was, to her, an assortment of mostly dust and worthless junk, no one saw value in, anyway.

What added to the intimidation factor were the dried flecks of blood, which covered part of the lower edge. The usual story would bluntly imply they were from the last client who misbehaved, or maybe the last intruder who thought they were going to get out alive, but Ivy knew that there was an equally funny story of someone getting up too quick from their desk one too many times.

Regardless, Eyes was unshakable in his convictions, and it seemed to fit in with his rather morbid sense of humour.

Who knows! That kid is going to end up having one hell of a swan song.

What do you mean?

Well… someone already took the money out of his pocket, so he’s at least gonna buy someone a good evening out. Suit is going to get ripped off him, cleaned up, and appear in someone’s wedding photo two weeks from now. Probably lived somewhere too, which means that there’s a free condo to crash in. . . at least until rent is due. And whatever ID he might have had on him is now someone’s blank slate to get out of this shithole, carte blanche. At the end of the day, this guy has done more for the citizens of this town than most. What’s left of him was committed to the city, regardless if he ever was.

You been thinking that one up the whole day, haven’t you? That’s a real fucked up way of looking at it, Eyes.

Ivy would grimace at the thought, but she knew that it probably wasn’t too far off from the truth. All it took was one look out through the window. The tooth – still just laying there on the wet concrete. Another footstep passing by it for yet another near miss.

Whatever he was running away from just caught up to him. Probably never even noticed. He got what was coming to him.

Eyes would look up from his little project and give the scene outside another once-over.

Everyone does. . . eventually.

The rain would patter against the glass, slightly eroding away the old, faded lettering on them. Another uneventful day in The Capital.

Next issue: October 23rd, 2024