Stop letting your video assets sit idle. Armanet delivers high-performance video and CTV ads across 200+ 2A publishers with full-funnel reporting and measurable ROAS.
Why Video and CTV Matter for 2A Advertising
Here’s something I see a lot of. A firearms brand spends real money producing awesome video content. Good stuff too — product demos, lifestyle shoots, range footage, brand story pieces. They post it on YouTube (if they’re lucky enough to still have a channel that hasn’t gotten flagged or had videos taken down), maybe their website, maybe some social clips. And then it kind of just sits there.
Maybe it gets repurposed into a 30-second pre-roll for a direct buy on one publisher. Maybe it runs as a sponsored segment in someone’s email. But for the most part, video in the 2A space is a creative investment that never becomes an advertising investment. Brands treat it like content when it should be treated like a performance asset.
And I get why. In every other industry, when you have a great video asset, you push it into programmatic video, you run it as CTV on streaming platforms, you retarget people who watched 75% of it, you measure view-through conversions, and you optimize toward ROAS. There’s an entire infrastructure built around turning video into revenue.
The 2A industry doesn’t have access to most of that infrastructure. YouTube restricts firearms advertising. Meta restricts it. The major DSPs and streaming platforms have policies that make it anywhere from difficult to impossible to run video ads for guns, ammo, optics, or suppressors at scale.
So what happens?
Brands default to static display because it’s simpler. Or they run video in one-off placements that are expensive, hard to measure, and impossible to optimize. The result is that video — the single highest-performing ad format across every category in digital advertising — is chronically underutilized in the one industry where the audience is arguably most engaged with visual content.
Think about that for a second. Gun people love watching gun content. They watch reviews, unboxings, range tests, and comparison videos obsessively. And the industry has basically no scalable way to put paid video in front of them.
That’s insane.
What We Built
Armanet runs programmatic video (both in-stream and out-stream) across our network of 200+ endemic publishers. That means your video assets can run across firearms, outdoor, hunting, tactical, and conservative media sites the same way a Nike ad runs across ESPN and Sports Illustrated — programmatically, at scale, optimized in real time, with full reporting.
But here’s the part that gets people excited: Connected TV.
Through our partnership with Magnite, Armanet gives firearms brands access to CTV inventory on platforms like Hulu, Roku, Samsung TV, and other major streaming apps. Your 30-second spot running on someone’s living room TV, on a real streaming platform, with actual measurement tied back to your dashboard.
Let me say that again because it matters.
Firearms brands can now run TV commercials on major streaming platforms. Not on some niche hunting channel at 2am. On Hulu. On Roku. On Samsung TV. Programmatically, with targeting, with frequency caps, with reporting that ties back to conversions.
That didn’t exist before. For the 2A industry, this is genuinely new and exciting territory.
Why This Matters More Than You Think
Most manufacturers in the firearms space don’t sell directly to consumers. They sell through retailers and distributors. Which means their relationship with advertising has always been a little abstract — spend money on “brand awareness,” hope it translates to sell-through at retail, and never really know for sure what worked.
Video (and especially CTV) doesn’t have to work that way anymore.
With Armanet, you can run a CTV campaign, retarget the people who saw it with display and video on the web, track whether those people visited a retail partner’s site, and measure whether they bought your product. That’s a full-funnel journey from TV screen to purchase, with attribution at every step.
Or you can go the other way around.
Run a display or shopping ad campaign. Every clicker gets added to a retargeting audience. Now you can retarget those people on their TVs and in their streaming apps with video ads.
For a category that has historically treated advertising as a cost center rather than a growth engine, this is a big deal. You can actually prove that your video spend drove revenue. You can show your CFO, your board, or your retail partners real numbers instead of vibes and approximations.
The Creative You Already Have Probably Works
One thing I want to address because it comes up a lot: you don’t need Hollywood production to run video on Armanet or CTV.
If you have MP4 files or even solid product footage that can be cut to 15 or 30 seconds, you can run it. We support standard IAB sizes for web video and standard specs for CTV.
If you want to get fancy with QR codes on your CTV spots (so viewers can scan and go directly to a product page), we can do that too.
The point is that most brands already have video assets that are good enough to perform. The bottleneck was never creative quality. It was the distribution infrastructure and access to mainstream apps.
That’s what we fix.
What You Actually See in Reporting
Real-time dashboard. Impressions, completed views, view-through conversions, click-through conversions, revenue, ROAS, and time to conversion.
Broken out by placement, publisher, creative, and device. CTV, web video, and display all in the same dashboard so you can see how the formats work together across the funnel.
No more running a CTV campaign and just hoping it did something. No more treating video as a “brand awareness” line item that nobody can measure.
You see what ran, where it ran, who it reached, and what it returned. And you can run it as part of a broader omnichannel buy where everything is tracked as one cohesive campaign.
Bottom Line
The 2A audience watches more video content than almost any consumer vertical I can think of. They’re passionate, they’re research-obsessed, and they’re spending real time on screens.
Firearms brands have video assets that should be working way harder than they are.
Armanet gives you the infrastructure to actually deploy those assets at scale — across the endemic web and onto streaming TV — with the measurement and optimization that every other industry takes for granted.
Your video shouldn’t be a content marketing afterthought.
It should be a performance channel.