Marketing Vanguard
Marketing Through Evolution: Insights from Natalie Bastian, Global CMO of Teads
Feb 14, 2025
Natalie Bastian, Global CMO of Teads, shares her journey from traditional TV to digital marketing at CES. She highlights how her experiences at Lifetime, Roku, and Tubi shaped her approach to advertising technology. Natalie emphasizes the importance of adaptability and following one's passion in career development. The conversation includes insights on the evolution of CTV and omnichannel advertising, along with leadership lessons and strategic planning for future advertising capabilities. Networking and industry involvement are also key themes.
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Quick takeaways
- The shift from traditional TV to advertising technology underscores the need for marketers to embrace omnichannel strategies and innovations in ad placements.
- Natalie Bastian's career highlights the importance of adaptability and pursuing diverse experiences to foster growth and leadership in marketing.
Deep dives
The Role of CTV in Advertising
Connected TV (CTV) is at a pivotal moment in advertising, as marketers and industry leaders note significant shifts in consumer viewing habits. The rise of ad-supported streaming TV creates opportunities for brands to engage with audiences in new ways. Companies are expected to adopt omnichannel strategies, recognizing that CTV will soon rival traditional linear television in terms of viewership. This transition is particularly exciting as innovations in ad placements, including unique home screen advertising options, are becoming more prevalent.
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