Will CTV merge fully with digital advertising?

Connected TV is becoming a performance marketing channel. Alison Clark, CTV and Go-to-Market Strategy Lead at AdRoll, breaks down why CTV is merging with digital advertising. She explains how video fits inside a unified digital strategy, why omnichannel buys across TV, display, and social work as one plan, and how brand perception now feeds AI-driven marketing outcomes. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  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 iHereEverything.com.

• 0:25Speaker 01

  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.

• 0:36Speaker 02

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

• 0:42Speaker 03

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

• 0:46Speaker 01

  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.

• 0:53Speaker 00

  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.

• 1:16Speaker 04

  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. Last question for you. Five years from now, will marketers still separate CTV from digital advertising? Or is it all just going to be one thing?

• 1:38Speaker 05

  I think it's going to be one thing. I think you're going to have your video strategy. It's going to be part of your digital, but I don't think we're going to keep parsing everything out. I think you're just going to have a video strategy within your digital strategy.

• 1:50Speaker 04

  I think this actually really speaks to one of the things I like most about AdRoll. And not to butter you and the company up, but... When you go and place a media buy, you have the options to think across television, display, social, right? There's all these different channels and it is all one marketing strategy. And I think as we move into this new sort of AI-first world where the brand matters as much as the tracking and performance, I think that how people think and feel about you and then talk about you impacts AI strategy. And having this sort of omnichannel strategy that moves across television and all of the other different channels makes a ton of sense.

• 2:35Speaker 04

  Kudos to AdRoll for figuring this out early.

• 2:37Speaker 05

  Yes, we have all the channels that you need and it's very exciting.

• 2:44Speaker 04

  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 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.

• 3:42Speaker 00

  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.