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 whole new wrinkle to a medium that’s ruled the ad market for three quarters of a century. 

Episode guide

1:18: Meet Cory Treffiletti

2:00: 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 evolving

10:45: How does a new TV advertising model look to the finance people? How does it improve ROAS? Does it ask for significantly more budget?

This podcast is produced by MarTech, a Third Door Media property.