Connected TV is shifting from a brand awareness play to a performance channel. Alison Clark, CTV Go-to-Market Strategy Lead at AdRoll, brings 20+ years across programmatic, CTV, digital, and linear media. She explains why video belongs inside your digital strategy instead of being managed separately, how omnichannel media buying works across TV, display, and social as one strategy, and why brand perception now feeds AI-driven performance.<br>See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How CTV Became Performance Marketing’s Next Channel

MarTech Podcast ™ // Marketing + Technology = Business Growth

The MarTech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHeareEverything.com. From advertising to software as a service to data.

Across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing. Welcome to the MarTech Podcast, a member of the I Hear Everything Podcast Network.

In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the MarTech Podcast, Benjamin Shapiro. 70%. 70% of media buyers expect to increase their connected TV budgets next year.

That's a big shift for a channel that marketers usually treat as too expensive, too hard to measure, and mostly useful for brand awareness. So what's changed? As we see the reality of an AI-driven playbook where there's less site traffic and weakening digital direct response attribution, the channels that we previously wrote off as brand plays are getting more and more attention.

And with CTV, marketers can target specific audiences at scale and measure performance in ways that weren't possible just a few years ago. So has TV advertising become a performance marketing channel? Should B2B marketers reallocate their search and social budgets into television? I'm Benjamin Shapiro, and today we're talking with Allison Clark, CTV and go-to-market strategy lead at AdRoll, a...

How CTV Became Performance Marketing’s Next Channel

Read the full transcript

The candid version is on a podcast,
not the earnings call.

How CTV Became Performance Marketing’s Next Channel

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.