Marketing Vanguard: Marketing Through Evolution with Natalie Bastian, Global CMO of Teads
Hosted by Jenny Rooney on Adweek's Marketing Vanguard Podcast
Introduction
In the February 14, 2025 episode of Marketing Vanguard, Jenny Rooney welcomes Natalie Bastian, the Global Chief Marketing Officer (CMO) of Teads. This episode delves into Natalie's extensive journey through the evolving landscape of television and advertising technology, her strategic insights on omnichannel marketing, and the transformative merger between Teads and Outbrain. Listeners gain valuable perspectives on leadership, industry trends, and the future of CTV (Connected TV) advertising.
Guest Introduction and Personal Background
Natalie Bastian opens the conversation by sharing her passion for marketing and television. Reflecting on her early career, Natalie emphasizes the importance of enthusiasm and pride in one's work:
“Is a balance of essentially having a passion and being excited about what you're doing on a daily basis. So that could mean learning the tactics behind marketing and gaining that experience and then doing it for a company that you're proud of.”
— Natalie Bastian [00:35]
Natalie's affinity for stand-up comedy traces back to her childhood, influencing her career trajectory. She recounts her first internship at Comedy Central, highlighting the serendipitous path that led her into the media and entertainment sector.
“My first internship when I was in college was in Comedy Central.”
— Natalie Bastian [02:29]
Teads at CES 2025: Objectives and ROI
Discussing Teads' presence at CES 2025, Natalie outlines the company's focus on B2B connections, client engagements, and strategic partnerships. She articulates how ROI is measured through meeting volumes and the quality of conversations around industry themes and future predictions.
“Our clients are major brands and agencies and then we also have partnerships. Whether you're another ad tech vendor, a content distributor, we essentially build our pipelines in meetings that happen.”
— Natalie Bastian [04:39]
Natalie teases one of Teads' five main themes for 2025, emphasizing the pivotal role of omnichannel marketing and the anticipated surge in CTV adoption.
“Everyone's saying this is the year of CTV... streaming TV, ad-supported, streaming TV is going to come to a head, which creates an amazing opportunity from an ads perspective.”
— Natalie Bastian [05:18]
Teads and Outbrain Merger: Strategic Implications
A significant highlight of the episode is the announcement of Teads' planned merger with Outbrain, aimed at establishing a leading platform in open internet advertising. Natalie discusses how this consolidation will enhance Teads' ability to deliver full-funnel advertising solutions at scale, differentiating them from competitors.
“This partnership and this merger with Outbrain is going to allow us to deliver at a much higher level and deliver for brands in a way that other companies that we're currently competitive with won't be able to.”
— Natalie Bastian [06:38]
Natalie's Career Journey: From TV to Ad Tech
Natalie's career trajectory is a testament to adapting alongside industry transformations. She narrates her progression from traditional TV roles at Lifetime Networks and Howard Stern, to pivotal positions at Dish Network, Roku, and Tubi. Each phase underscores her growing expertise in marketing, advertising, and technology.
“When I joined Roku at a very exciting time, sensing themes quite a fear. Understanding the importance of advertising within streaming and also within premium content became more and more important.”
— Natalie Bastian [16:34]
Her tenure at Tubi, leading consumer and trade marketing, culminated in preparing her for her current role at Teads, where she continues to drive innovation in CTV advertising.
Advice for Aspiring CMOs
When asked about career advice, Natalie underscores the significance of passion, versatility, and continuous learning. She encourages professionals to gain diverse marketing experiences and remain hungry for knowledge, which can open doors to varied opportunities.
“The different facets of marketing, the more you learn, the more experience you gain, the more opportunities that will come and then that's where you can lean into your passion points.”
— Natalie Bastian [17:09]
Industry Involvement and Leadership
Natalie highlights her active participation in industry organizations such as She Runs It, the CMO Growth Council, and the Ad Council. She emphasizes that involvement in these communities fosters networking, career development, and provides a support system beyond one's immediate corporate environment.
“Having a peer set to talk with, to brainstorm with beyond just your own company's bubble is really important too. And that's what helped keep perspective as well.”
— Natalie Bastian [19:24]
Strategic Decisions: Launching CTV Home Screen Advertising
One of the pivotal decisions Natalie discusses is Teads' foray into CTV home screen advertising. Recognizing the saturation of traditional CTV advertising in the U.S., Teads opted to differentiate by offering unique ad placements on CTV home screens across multiple OEMs globally. This strategic move not only set Teads apart but also provided brands with prime advertising real estate, enhancing consumer engagement from the moment the screen is turned on.
“For us, that's launching the ability to have advertising across CTV home screens... you turn on your screen, the first thing you see is that beautiful ad.”
— Natalie Bastian [21:48]
This decision leveraged her background with Roku and her understanding of consumer behavior, positioning Teads as a leader in innovative CTV advertising solutions.
Guest Recommendation: Jess Padula
Natalie recommends Jess Padula, VP of Marketing at Nespresso, praising her multifaceted role and leadership in sustainability and cross-functional marketing efforts. Natalie believes Jess would be a valuable guest for future episodes, offering insights into sustainable marketing practices and brand performance.
“She oversees sustainability for Nespresso... she has a lot of different wears a lot of different hats which is something that I admire and fascinated by and her story is really interesting so I think people could learn from it too.”
— Natalie Bastian [22:28]
Jenny Rooney echoes this sentiment, acknowledging Jess Padula's contributions and leadership within the marketing sphere.
Conclusion
Jenny Rooney wraps up the episode by expressing her appreciation for Natalie's insightful contributions and looks forward to her continued impact in the marketing and advertising industry. Natalie’s journey from traditional media to leading an innovative ad tech company exemplifies the dynamic nature of modern marketing leadership.
“Natalie, thank you so much for joining me. It's been a pleasure that invite. I really appreciate it and I hope to see you very soon.”
— Jenny Rooney [23:40]
The episode concludes with a reminder to listeners to subscribe to Adweek's podcast network for more engaging conversations with industry vanguards.
Key Takeaways
-
Passion and Versatility: Natalie emphasizes the importance of being passionate and versatile in one’s marketing career, advocating for diverse experiences across different sectors.
-
Innovation in CTV: Teads' strategic move into CTV home screen advertising showcases the potential for innovation within saturated markets by offering unique value propositions.
-
Strategic Mergers: The merger with Outbrain positions Teads as a formidable player in open internet advertising, enhancing their ability to deliver comprehensive marketing solutions.
-
Industry Engagement: Active participation in industry organizations is crucial for networking, career growth, and maintaining a broad perspective beyond one's immediate corporate environment.
Notable Quotes
-
On Passion in Marketing:
“Is a balance of essentially having a passion and being excited about what you're doing on a daily basis.”
— Natalie Bastian [00:35] -
On CTV Adoption:
“Everyone's saying this is the year of CTV... streaming TV, ad-supported, streaming TV is going to come to a head.”
— Natalie Bastian [05:18] -
On the Teads and Outbrain Merger:
“This partnership and this merger with Outbrain is going to allow us to deliver at a much higher level...”
— Natalie Bastian [06:38] -
On Career Development:
“The more you learn, the more experience you gain, the more opportunities that will come and then that's where you can lean into your passion points.”
— Natalie Bastian [17:09] -
On Strategic Advertising Decisions:
“For us, that's launching the ability to have advertising across CTV home screens... you turn on your screen, the first thing you see is that beautiful ad.”
— Natalie Bastian [21:48]
This episode of Marketing Vanguard offers a comprehensive look into the strategic mind of Natalie Bastian, highlighting her role in steering Teads through an era of significant industry shifts. Her insights provide invaluable lessons for current and aspiring marketing leaders aiming to navigate and innovate within the complex landscape of modern marketing.