The CTV Podcast The evolution of TV planing and buying with Jason Trout from Next Episode.
May 8, 2025
In this engaging discussion, Jason Trout, Founding Partner of Next Episode, shares his extensive experience in the media industry. He dives into the transformation of TV planning and the impact of AdTech on the CTV landscape. The conversation highlights how AI is revolutionizing creative development and campaign optimization. Jason also touches on emerging opportunities at the intersection of retail media and CTV, emphasizing the importance of tailored advertising to enhance brand engagement in this rapidly evolving environment.
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Episode notes
Tailor Creatives for CTV Success
- Brands should create multiple CTV-specific ad variants rather than recycling linear TV ads.
- Tailoring creatives to platforms, content genres, and locations improves engagement and campaign effectiveness.
AI as a Creative Accelerator
- AI will accelerate creative optimization but won't replace human creative judgment.
- Broadcast-quality assets take time to produce, limiting real-time on-the-fly ad creation currently.
Big Screens Demand Higher Quality
- Increasing big-screen social content consumption raises the quality bar for creatives.
- TV advertising standards may need industry-wide agreement due to fragmented streaming platform governance.