Marketecture: Get Smart. Fast. Episode 133: Casey Saran on the intersection between paid and earned media
Aug 1, 2025
Casey Saran, CEO of Spaceback, dives into the evolving landscape of advertising shaped by social media and AI tools. He discusses how brands can integrate organic and creator content into paid campaigns for better engagement. The conversation highlights the surge in creative assets and how brands are adjusting their internal processes. They also explore exciting updates from platforms like Meta and TikTok, focusing on innovative strategies for navigating the competitive video advertising space.
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Personalized Ad for Aunt
- Casey created a personalized ad campaign targeting just his aunt using pictures of her rescued greyhounds.
- She was so touched, she took selfies with her screen, showing the power of deeply personalized ads.
Creative Scaling with AI
- Creative is evolving towards massive scaling enabled by generative AI rather than shrinking agency roles.
- Brands will shift from a few creatives per campaign to thousands, changing planning, optimization, and measurement workflows.
Leveraging Social Content at Scale
- Many brands already have thousands of organic and dark social posts which can be repurposed as creative assets.
- Social video content aligns well with the rise of programmatic CTV, enabling wider creative reuse.
