The Marketing Architects The CTV Hype Cycle: Separating Fact from Fiction
Apr 8, 2025
Catherine Walstad, Chief Media Officer at Marketing Architects, joins the conversation to unravel the complexities of Connected TV (CTV) advertising. With CTV ad revenue projected to soar, she discusses major advertiser concerns about transparency and ROI. Catherine emphasizes the dual role of CTV in both brand and performance marketing, while also addressing the challenges of measurement and high CPMs. The chat also dives into emerging trends like shoppable ads, making it clear that CTV is a pivotal part of modern advertising strategies.
AI Snips
Chapters
Transcript
Episode notes
Maturing Optimism in CTV
- CTV sentiment is maturing, with optimism tempered by realism.
- Excitement about consumer adoption and improved capabilities is balanced by concerns about complexity, costs, and transparency.
Shifting Expectations for CTV
- Marketers initially excited about CTV faced a reality check regarding tracking and costs.
- Now, expectations are shifting towards understanding CTV's unique role in the media mix and finding smarter measurement methods.
Understanding Streaming Terminology
- Understand the different streaming terms: OTT is the delivery method, and CTV is streaming content on a TV.
- Focus on results and outcomes rather than inventory type when buying CTV ads.