From Polished Commercials to Test-and-Learn Creative

They describe the shift to social-style rapid creative testing and letting many creatives fail fast on TV.

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Transcript

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Transcript

Episode notes

Nik Sharma, CEO, Sharma Brands, and James Borow, VP, Product & Engineering, Comcast, explore how direct-to-consumer performance tactics are transforming traditional TV advertising. Recorded at Marketecture Live, they discuss the rise of real-time measurement, the merging of walled gardens and open web ecosystems, and how Universal Ads is making TV as accessible and data-driven as social platforms. The conversation highlights creative testing, AI’s growing role in production, and what marketers need to unlearn to thrive in the next phase of connected TV.

Takeaways

Direct-to-consumer brands are driving a shift toward more measurable, performance-focused TV advertising.
The creative process for TV is moving closer to social media’s rapid testing and iteration model.
Lower production barriers and ad tech integration are making TV more accessible to smaller brands.
Incrementality and third-party measurement are replacing outdated metrics and first-party trust.
Creative quality and adaptability now matter more than expensive, polished production.
TV’s role is increasingly about amplifying social campaigns and driving results on mobile.
AI is unlocking faster creative workflows, but still requires human direction and testing.
CMOs need to think like measurement product managers, balancing creativity with data literacy.
The future of TV advertising lies in accessibility, automation, and integration with digital platforms.