Video advertising
22
MENTIONS
10
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Search complete. 22 mentions across 10 episodes found for "Video advertising".
Oct 14, 2026
Kiri MastersHOST
The two retailers who launched MTA capabilities last month took different routes.
Kiri MastersHOST
Best Buy built its MTA in-house, and it says that it covers on-site and off-site media, paid search, CTV, social creators, affiliates, and in-store.
Kiri MastersHOST
Albertsons went through LiveRamp as a partner, which is how they managed to get Meta and Google DV360 corralled in, in, uh, you know, it's difficult to bring all these parties together, but they were able to do that through LiveRamp.
Kiri MastersHOST
Now, both of these still stop at the edge of what the retailer can see, and that's where brands get a little frustrated.
Kevin PlanovskyGUEST
Yeah.
Kevin PlanovskyGUEST
I think if we're, if we're-- if I'm talking about just simply defending in a vacuum the, you know, fifty k on CTV, which I don't necessarily say exclusively CTV, but regardless, I think it's a different argument than if we wanna talk about investing the fifty k in a store or in, in the three stores inside the four walls versus outside.
Kevin PlanovskyGUEST
I think at the end of the day, what you are generating...
Kevin PlanovskyGUEST
And, and let me be, let me, like, qualify it.
14 MINS LATER
Kevin PlanovskyGUEST
Be careful about anything performance media.
Kevin PlanovskyGUEST
Uh, certainly be, be very careful about anything or any agency or any platform that's, that's pushing awareness or not, you know, d- being rigorous in the way they measure it.
Kevin PlanovskyGUEST
But give a lot of, uh, give a lot of heart, a long, hard look at certainly CTV, uh, certainly local creators.
Kevin PlanovskyGUEST
They can produce the video for you.
Vivek GirotraGUEST
My CTRs and my CTIs are kind of saturated.
Vivek GirotraGUEST
This is where you might want to think, hey, maybe if I add a layer of CTV to this to help in some branding assist, that could be an interesting kind of pathway to improve my response rate.
Vivek GirotraGUEST
And I think the third is called extract, where you kind of have built up your acquisition funnel.
Vivek GirotraGUEST
And really the problem here is, you kind of saturated your direct response.
Kym InsanaGUEST
Like, as people, if we think of what we remember from an ad, a great ad, or, you know, what made you purchase, or where did you first see it, sometimes when you start to think back, it's not, oh, I saw it on social media necessarily.
Kym InsanaGUEST
Maybe it is, you know, uh, you heard it on the radio or you saw it on a CTV ad, or there's other places that you, you've seen things.
Kym InsanaGUEST
And I was going to IKEA, and I'm like, "I know where IKEA is because of the commercials that always said what the exit number was." Like, and that's from being a kid.
Kym InsanaGUEST
Like, it never went away because they were- did such a good job of brand awareness, you know, just hitting the si- the most important point to them, right, is how to get there.
Bryan LeachGUEST
And we are making your media more effective by making it more of a direct response component at the bottom of the funnel.
Brett HouseHOST
And are they leveraging some of your data to connect it to some of those upper funnel metrics? I mean, if you're a brand advertiser like P&G, you've got obviously television investment, you've got potentially out of home, other media channels, CTV, digital.
Brett HouseHOST
Are you working with teams to provide access to data that's down funnel data that they could connect to their sort of exposure data at the upper funnel?
Bryan LeachGUEST
Yeah, we work with the sales team of the retail media.
Danny CalderinGUEST
Sure.
Danny CalderinGUEST
But where our advantage is, is we are one of the only media buying agencies that we do meta, we do Google, we do CTV, which is like commercials when you're watching Hulu, when you're watching Amazon video.
Danny CalderinGUEST
We run ads on everything, right? We're a full scale.
Danny CalderinGUEST
But when it comes to... like a client's, their needs and their goals, it really just depends on their budget, right? I've done a 40 city campaign.
7 MINS LATER
Danny CalderinGUEST
Right.
Danny CalderinGUEST
And like, I'll ask it like, Hey, I'm going into this meeting.
Danny CalderinGUEST
You know, they want me to run CTV ads and they want me to run their meta ads.
Danny CalderinGUEST
What's a good retainer.
Gareth GlaserHOST
And it's mostly
Adam HeimlichHOST
CTV now.
Adam HeimlichHOST
It's mostly happening outside of this world.
Gareth GlaserHOST
Yeah.
Gareth GlaserHOST
We built a bunch of stuff that they use.
Gareth GlaserHOST
And they have local sales teams teeing up local campaigns, local sales teams, by the way, with thousands of members, because these are companies that have rolled up local news stations across the country.
Gareth GlaserHOST
And these local sales reps are out there selling radio and TV and CTV and banners on the website.
Gareth GlaserHOST
They sell them all in these packages.
Jeffrey CohenGUEST
And so, and you know, Listen, with Vizio and on TV, the number of televisions that now Walmart has the ability to place ads into has grown significantly.
Jeffrey CohenGUEST
They just bought Vibe, which is giving them a lot of inventory in the CTV space.
Jeffrey CohenGUEST
And so...
Jeffrey CohenGUEST
This is the new frontier of where advertising is occurring.
Andrew DavisGUEST
Um, because, you know, if you look at your frequency metrics when you're advertising and everything, like they, they get up there, especially on the retargeting side, right? And so if you're hitting them with different messages, your, your, uh, different styles, different creative, you're gonna find out what, what works.
Andrew DavisGUEST
And, and what really works for us, um, is doing it really fast and then looking at click-through rate, looking at view-through rate, if it's a video on CTV or, or, or YouTube or something along those lines, right? Um, and then you find out what resonates with that specific type of persona really fast.
Andrew DavisGUEST
And, um, I mean, with w- I know we've been talking about AI.
Andrew DavisGUEST
With AI, like that's way easier now than it-
MattHOST
Do you have much of a sense for... how that is opening things up in the opportunity for companies like B2B or companies in the B2B space?
Jonathan Del GattoGUEST
Well, my company, Brighter, primarily, the primary product and offer we have is CTV ads.
Jonathan Del GattoGUEST
That is really what we do.
Jonathan Del GattoGUEST
And I work with Mountain.
Jonathan Del GattoGUEST
I work with Vibe.
Jonathan Del GattoGUEST
I work with all of the CTV providers producing content.
Jonathan Del GattoGUEST
And do I think that that is a place that I do? I really do.
Jonathan Del GattoGUEST
Not just because I do it, but because I've seen how effective it is.