The Current State of CTV Advertising and Opportunities for Performance Marketers

Summary

In this episode of the Martech Matrix, host Sean Simon interviews Brooke Partelow, founder of NeonPixel, about the challenges and opportunities of tracking, measuring, and optimizing connected TV (CTV) advertising. NeonPixel aims to make CTV a performance marketing channel by providing cross-device tracking and attribution. The company primarily works with performance marketers who are looking for new, lucrative channels to tap into. Brooke shares a success story of a brand that saw significant growth and scalability with CTV advertising. The long-term vision for NeonPixel is to continue refining their algorithms and audience targeting to make TV a true performance channel.

Takeaways

• NeonPixel enables performance marketers to track, measure, and optimize connected TV (CTV) advertising by providing cross-device tracking and attribution.
• CTV offers a new and lucrative channel for performance marketers who are looking for scalable alternatives to traditional channels like search and social.
• NeonPixel has successfully helped brands achieve significant growth and scalability with CTV advertising, even for those who were initially skeptical.
• The long-term vision for NeonPixel is to refine their algorithms and audience targeting to make TV a true performance channel.

Chapters

00:00 Introduction

00:44 The Business Problem NeonPixel Set Out to Solve

04:14 Types of Brands Migrating to Performance-Based CTV

06:23 Challenges with Other Channels and the Appeal of CTV0

9:39 Integrating CTV into a Broader Marketing Plan

11:11 Comparing Data and Attribution Across Channels

12:26 Client Success Story: Hexclad

16:07 The Long-Term Vision for NeonPixel

20:30 Delivering Different Messaging to Different Audiences

22:09 Common Pitfalls and Mistakes in CTV Marketing