The biggest misconception marketers still have about CTV

Most marketers still treat CTV as separate from digital. Alison Clark, CTV and Go-to-Market Strategy Lead at AdRoll, brings 20 years of programmatic, CTV, and digital media experience to make the case for CTV's performance era. She explains why video belongs inside your digital strategy, not beside it, and how omnichannel buying across television, display, and social works as one strategy. She also covers why brand perception now shapes AI-driven discovery and outcomes. 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. So what's the biggest misconception marketers still have about CTV?

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  Well, we've talked about it, that it's a brand play only. Now it's more measurable than ever, and you can measure and see your business outcomes. And they think it's expensive, and we just disproved how it's really becoming more efficient.

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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 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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  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.