Will AI create more video ads or better video ads?

Connected TV is becoming a performance marketing channel. Alison Clark, CTV and Go-to-Market Strategy Lead at AdRoll, brings 20 years of media experience across programmatic, CTV, digital, and linear. She explains why video will fold into digital strategy rather than stay siloed, how omnichannel buying spans television, display, and social in a single plan, and why brand perception now shapes performance 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 a 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 at AdRoll, a sponsor of the Martech Podcast. And today, we're talking about why connected TV is entering its performance marketing era. Here's a fun one. What do you think is a better investment on a cost per impression basis? Creating ads that are live-shot creative video premium content or AI-generated ads?

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  What's going to be more efficient? AI. You can do AI-generated ads for a fraction of the cost of creating one with a production company.

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  But it's not just what creative is cheaper. Is the AI ad as efficient and effective as the beautifully shot expensive creative? Should I spend a million dollars because the creative is so important in my TV advertising? Or should I spend next to nothing on AI and just have something that's good enough?

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  Consumers still want real brands, real people, real ads. So right now I would say make sure your creative is genuine and really speaks to your brand and who you are. So AI has a time and place, but I think really strong creative is important because without strong creative, the rest of your buying doesn't matter.

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  All right, that wraps up this episode of the Martech Podcast. Thanks again to Alison Clark, CTV and go to market lead at AdRoll. If you'd like to contact Alison, 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 addroll.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 feet 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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