Which live sport is still the most valuable advertising property in America?

Connected TV is becoming a performance marketing channel. Alison Clark, CTV Go-to-Market Strategy Lead at AdRoll, brings 20 years of media experience across programmatic, CTV, digital, and linear. She explains why video strategy is merging into digital strategy instead of standing apart. Learn how omnichannel buying across television, display, and social works as one campaign, and why brand matters as much as tracking in an AI-first world. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  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.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  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.

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  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.

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  I'm Benjamin Shapiro, and today we're talking with Alison Clark, CTV and go-to-market strategy leader, AdRoll, a sponsor of the Martech Podcast. And today, we're talking about why Connected TV is entering its performance marketing era. All right, Alison, I want to move on to our lightning round. I'm going to ask you a couple of Martech-related questions, a little bit about CTV, maybe some about your career, some fun stuff. Are you ready?

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  I'm ready.

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  All right, you spent nearly a decade selling sports inventory at Turner. Which live sport is still the most valuable advertising property in America?

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  I love selling sports. I didn't get the chance to sell NFL, but NFL, I mean, they have huge reach, massive eyeballs every weekend. I will say NBA playoffs, go Knicks was incredible.

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  The New York fans.

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  Just the excitement there, but really NFL, 120 million eyeballs in this Super Bowl, you can't.

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  Okay, so that's the easy answer. NFL is super popular in the United States and it's mostly appointment television and mostly live. What about the more event-specific stuff? Right now, we're seeing the World Cup and their much-discussed water breaks and how Fox is selling TV ads, but it seems like World Cup and the Olympics and the things that are not in sort of the annualized basis, but the event-based stuff. Can you piece together something better than the NFL if you're doing the events?

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  You know, March Madness is huge. You can, March Madness, Olympics, these big world events, yes, they're always in a drive scale. It is, I think you can, but to have a set consistent schedule where you know you're going to have millions of viewers every weekend at a set time. I'd say events are great and you should be there, but NFL with their appointment viewing still wins.

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  All right, that wraps up this episode of the MarTech Podcast. Thanks again to Allison Clark, CTV and go-to-market lead at AdRoll. If you'd like to contact Allison, you can find a link to her LinkedIn profile in our show notes or on martechpod.com, or you can visit her company's website, which is adroll.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back on your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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