Television dominated the advertising market for nearly 75 years, despite an explosion of channels and a complete overhaul of the media landscape.
Despite advances in targeting through CTV, we know consumers will skip ads when possible. As a result, TV advertisers are seeing lower ROAS and fewer opportunities to insert more ads into content.
Advances in AI now allow advertisers to insert their products and brands into television content programmatically, at short notice, with targeting, adding a new dimension to a medium that has dominated the advertising market for three-quarters of a century.
In this episode, we talk with Cory Treffiletti, CMO of Rembrand, about a brand new playbook for TV advertising.
Episode guide
1h18: Meet Cory Dating Site
2:00 p.m.: What does the longevity of television advertising say about this medium and its results?
4:17 p.m.: Why has television advertising focused on interruption, which degrades the viewer experience?
6:07 a.m.: What does the TV advertising guide look like for 2026 and beyond? And does this satisfy both advertisers and viewers?
7:50 a.m.: Product placement on television is evolving
10:45 a.m.: What does the financial world think of a new television advertising model? How does this improve ROAS? Does this require a lot more budget?
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Mike Pastore is Head of Content and Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech conferences. For nearly three decades in B2B marketing, Mike worked as an editor, writer and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers from some of the most well-known brands in B2B technology, creating content for Jupitermedia and QuinStreet marketing campaigns. Before joining Third Door Media as Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
