A whole new way to think about TV advertising

Television has dominated the advertising market for the better part of 75 years, despite an explosion in channels and an entire makeover of the media landscape. Despite advances in targeting through CTV, we know consumers will skip ads when it’s possible. As a result, TV advertisers are seeing ROAS go down and fewer opportunities to insert more ads into content.  Advances in AI now allow advertisers to insert their products and brands into TV content in a programmatic-like way, on short notice, with targeting, adding a new wrinkle to a medium that’s ruled the ad market for three quarters of a century. In this episode, we’re talking to Cory Treffiletti, CMO of Rembrand, about a whole new playbook for television advertising. Episode guide 1:18: Meet Cory Treffiletti2:00: What does the longevity of TV advertising say about the medium and its results?4:17: Why has TV advertising focused on interruption, which degrades the viewer experience?6:07: What does the TV advertising playbook for 2026 and beyond look like? And does it satisfy both advertisers and viewers?7:50: Product placement in TV is evolving10:45: How does a new TV advertising model look to the finance people? How does it improve ROAS? Does it ask for significantly more budget? Follow Conversations with MarTech on: /* Container */ .cwt-follow-box { --cwt-bg: #ffffff; /* white */ --cwt-text: #111827; /* almost-black */ --cwt-muted: #6b7280; /* slate */ --cwt-radius: 16px; background: var(--cwt-bg); color: var(--cwt-text); border-radius: var(--cwt-radius); padding: 1.25rem 1.25rem; /* 20px */ border: 1px solid #e5e7eb; /* subtle edge */ box-shadow: 0 1px 2px rgba(0,0,0,.04); } .cwt-follow-box h2 { margin: 0 0 0.75rem 0; font-size: 1.125rem; /* 18px */ line-height: 1.35; font-weight: 700; letter-spacing: .2px; } .cwt-row { display: grid; grid-template-columns: 1fr; gap: 1rem; align-items: center; } /* Main CwM logo */ .cwt-brand img { display: block; max-height: 56px; width: auto; } /* Platform icons */ .cwt-platforms { display: flex; flex-wrap: wrap; gap: .75rem; align-items: center; } .cwt-platforms .brand-icon { display: inline-flex; align-items: center; justify-content: center; width: 44px; height: 44px; border-radius: 8px; background: white; border: 1px solid #e5e7eb; transition: transform .15s ease, box-shadow .15s ease, border-color .15s ease; overflow: hidden; } .cwt-platforms .brand-icon:hover, .cwt-platforms .brand-icon:focus-visible { transform: translateY(-1px); box-shadow: 0 6px 14px rgba(0,0,0,.08); border-color: #d1d5db; outline: none; } .cwt-platforms .brand-icon img { display: block; max-width: 70%; max-height: 70%; object-fit: contain; } /* Responsive: put logo and icons side-by-side on larger screens */ @media (min-width: 640px) { .cwt-row { grid-template-columns: auto 1fr; } .cwt-follow-box { padding: 1.25rem 1.5rem; } } The post A whole new way to think about TV advertising appeared first on MarTech.