Mobile Dev Memo Podcast
Season 5, Episode 13: The evolving TV advertising ecosystem (with James Borow)
Mar 25, 2025
James Borow, Vice President of Product and Engineering at Comcast's Universal Ads and former Global Director of Product Strategy at Snap, dives into the evolving TV advertising ecosystem. He discusses the challenges of performance advertising on TV, the differences between linear and connected TV, and the impact of measurement techniques on campaign effectiveness. Borow also shares insights on how YouTube fits into the mix and what linear TV can do to attract marketers, all while navigating the complex landscape of modern advertising.
40:51
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Quick takeaways
- The TV advertising ecosystem is evolving to compete with digital formats, emphasizing performance-driven metrics and streamlined ad purchasing processes.
- Context-aware advertising using smartphone signals significantly enhances user engagement by delivering timely notifications and improving conversion rates for brands.
Deep dives
Contextual Advertising Revolution
Context SDK utilizes smartphone signals to identify real-world user contexts, enhancing app interactivity with precisely timed notifications and offers. The technology enables advertisers to connect with users during specific activities, resulting in significant conversion increases for clients—up to 80% more and a 20% boost in lifetime value. By optimizing messaging, brands can effectively engage users when they are most receptive to content, thus enhancing the overall user experience. This shift toward context-aware advertising represents a potential turning point in mobile app marketing strategies.
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