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Episode 133: Casey Saran on the Intersection Between Paid and Earned Media
Release Date: August 1, 2025
Host: Ari Paparo
Guests: Eric Franchi and Casey Saran from Spaceback

Introduction

In Episode 133 of the Marketecture podcast, host Ari Paparo engages in an in-depth conversation with Eric Franchi and Casey Saran, CEO of Spaceback. The episode delves into the evolving landscape of creative social influencers and the seamless integration of paid and earned media. Casey shares insights into Spaceback's innovative approach to creative automation, the impact of generative AI (Gen AI) on advertising, and the broader implications for the ad tech industry.

Spaceback: Revolutionizing Creative Automation

Casey Saran introduces Spaceback as a creative automation platform designed to bridge the gap between a brand's social presence and its paid media strategy. He explains:

Casey Saran [06:04]: "Spaceback is the first creative automation platform really built on top of a brand social presence. We help brands turn social media posts and social experiences into production-ready creative that can be executed via programmatic, and we're totally inventory agnostic."

Spaceback leverages a brand’s existing social content—be it from their own handles or content creators—to create dynamic, production-ready ads. This approach allows brands to decouple creative development from media planning, enabling more flexible and responsive advertising strategies.

The Rise of Gen AI in Creative Processes

The conversation shifts to the transformative role of Gen AI in advertising. Casey emphasizes that Gen AI is not just enhancing but fundamentally changing how brands produce and manage creative content:

Casey Saran [10:33]: "With Gen AI, we are going to see brands have a lot more options for building a lot more high-quality creative. This is not just about versioning; it's about operationalizing having lots more creative."

Casey predicts that brands will move from producing a handful of creatives to generating thousands, or even infinite creative variations. This surge in creative output necessitates a new infrastructure for planning, optimizing, and measuring advertising campaigns. Spaceback aims to support this shift by providing tools that allow non-designers to quickly generate high-quality, brand-aligned creative assets from existing social content.

Enhancing Performance Through Social Content

Spaceback's strength lies in its ability to take content that is already resonating with audiences on social platforms and amplify its reach through paid media. Casey shares:

Casey Saran [17:05]: "Social content outperforms standard creative pretty much every test in every environment we've ever done. People prefer social content."

This approach not only enhances engagement and performance but also ensures that the advertising content maintains the authenticity and interactivity characteristic of social media. By integrating social-first content into paid channels like Connected TV (CTV), Spaceback helps brands achieve real-time, relevant advertising that aligns with current cultural trends and consumer behaviors.

Overcoming Challenges in the Ad Tech Ecosystem

Despite the promising capabilities, Spaceback faces challenges in convincing brands to adopt their platform, especially those with varying levels of investment in social media. Casey notes:

Casey Saran [19:22]: "Some brands are really excited to use us just because they invest so much in social media and don't have a plan for how to capture the most out of that investment."

For brands less confident in their social presence, Spaceback offers an easy entry point through CPM-based fees, allowing seamless integration into existing campaigns without the need for budget reallocation. This flexibility is crucial for brands to test and innovate without significant upfront commitments.

The Future of Creative and Media Integration

Looking ahead, Casey envisions a future where Creative Data Optimization (CDO) seamlessly integrates with Gen AI to deliver highly personalized and effective advertising. He states:

Casey Saran [10:33]: "DCO isn't really about making the CTA red or green if it's raining for someone. It's about determining the right creative message with precise tools for measurement."

This evolution emphasizes not just the quantity but the quality and relevance of creative messaging, ensuring that advertisements are not only seen but also resonate with the target audience on a deeper level.

Notable Quotes

• Casey Saran [07:46]: "We are, I believe, the first creative automation platform really built on top of a brand social presence."
• Casey Saran [10:33]: "With Gen AI, we are going to see brands have a lot more options for building a lot more high-quality creative."
• Casey Saran [17:05]: "Social content outperforms standard creative pretty much every test in every environment we've ever done."

Conclusion

Episode 133 of Marketecture offers a comprehensive exploration of how Spaceback is at the forefront of integrating social and paid media through innovative creative automation. Casey Saran's insights highlight the pivotal role of Gen AI in transforming advertising strategies, enabling brands to produce more dynamic, engaging, and effective creative content. As the ad tech landscape continues to evolve, platforms like Spaceback are essential in helping brands navigate the complexities of modern media consumption and maximize their advertising potential.

Connect with Spaceback: Spaceback Official Website

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