How to move marketing budget into CTV

Summary

MarTech Podcast™: "How to Move Marketing Budget into CTV"

Air Date: July 24, 2026
Host: Benjamin Shapiro
Guest: Allison Clark, CTV & Go-To-Market Strategy Lead at Adroll

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Episode Overview

This episode centers on the evolving landscape of marketing budgets, specifically the shift from traditional and digital channels to Connected TV (CTV). Host Benjamin Shapiro interviews Allison Clark to discuss why CTV is stepping into the performance marketing spotlight and which current channels are losing budget share to this rapidly growing medium.

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Key Discussion Points & Insights

1. Consumer Behavior is Driving the Shift to CTV

• Allison’s Main Point: Marketing budgets should follow where consumers spend their time.

  • Quote:

    "Consumer habits are shifting. … More time is being spent streaming. I want to be where the consumer is, so I would 100% pull my dollars from linear."
    (Allison Clark, 01:45)

• Insight:
  As viewers move away from traditional TV (linear) in favor of streaming platforms, marketing dollars must also adapt to ensure reach and effectiveness.

2. CTV vs. Linear TV: The Attribution Advantage

• Allison’s Perspective:
  Linear TV cannot be tracked in the way marketers need for today’s campaigns.

  • Quote:

    "Nothing that can't be tracked. Put it all on CTV."
    (Allison Clark, 01:55)

• Insight:
  The ability to measure campaign performance is critical—CTV’s advanced tracking offers a clear benefit over linear TV ads.

3. Moving Budget from Social to CTV

• Benjamin’s Challenge:
  What if shifting TV dollars isn’t an option—where should the CTV budget come from next?

• Allison’s Response:
  Social media, despite its strengths, faces challenges with saturation and short-lived engagement.

  • Quote:

    "The attention span in social… creative is remembered for, you know, about a day or two versus CTV where it's remembered for 90 plus days. So I would take it from social and put it into CTV."
    (Allison Clark, 02:25)

• Insight:
  Social media ads may reach audiences quickly, but their impact rapidly fades, while CTV delivers longer-term brand recall.

4. CTV’s Place in the Performance Marketing Era

• The episode reinforces the idea that CTV is no longer just a top-of-funnel brand-building channel. With improved targeting and measurement, it's entering its "performance marketing era" where marketers can justify budget allocation based on results, not just reach.

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Notable Quotes & Memorable Moments

• Allison Clark:

  "I would 100% pull my dollars from linear." (01:45)
  "Nothing that can't be tracked. Put it all on CTV." (01:55)
  "The attention span in social… creative is remembered for, you know, about a day or two versus CTV where it’s remembered for 90 plus days." (02:25)

• Benjamin Shapiro:

  "That’s actually really surprising... Not just rotating shell games in your existing TV budget, you have to take it away from another channel. Where are you taking your media budget...?" (01:55)

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Timestamps for Important Segments

• 00:25 — Industry context and the rise of integrated content marketing
• 01:16 — Episode introduction and guest bio
• 01:45 — Allison identifies linear TV as the first channel to reduce budget
• 02:25 — Discussion about moving budget from social to CTV
• 02:43 — Benjamin recaps Allison’s choices and signals CTV’s gaining momentum

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Episode Tone

The conversation is lively, pragmatic, and forward-thinking. Allison speaks directly and decisively about shifting strategies, and Benjamin challenges assumptions with curiosity, pushing for actionable guidance marketers can use.

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Summary

This episode spotlights the growing necessity for marketers to move budgets into CTV as consumer viewing habits and measurement expectations evolve. Allison Clark advocates pulling funds first from linear TV due to its declining reach and trackability, then from social media to capitalize on CTV’s longer-lasting impact. For marketers seeking to adapt in a performance-driven era, CTV offers measurable opportunities to stay in step with the audience.

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Connect with Allison Clark:

• LinkedIn: [See show notes or martechpod.com]
• Company: adroll.com

For more marketing technology insights, subscribe to the MarTech Podcast™.

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Transcript

[A]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[B]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[A]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[B]

I'm Benjamin Shapiro and today we're talking with Allison Clark, CTV and go to market strategy lead at Adroll, a sponsor of the Martech Podcast. And today we're talking about why Connected TV is entering its performance marketing era. All right, you're a marketer at a consumer packaged goods company. You have to move 10% of your budget from another channel into CTV. Where are you pulling your budget from? First?

[C]

Linear. Consumer habits are shifting. They are. More time is being spent streaming. I want to be where the consumer is, so I would 100% pull my dollars from linear.

[B]

Okay, so that's actually really surprising. You're like, hey, I'm going to pull my television budget. You're just like, nope, nothing that can't be tracked. Put it all on ctv. Which is not the answer I expected. So I will add a different caveat. Not just rotating shell games in your existing TV budget, you have to take it away from another channel. Where are you taking your media budget from another channel and putting it into television?

[C]

I would take it from social. I feel that social is great, but it's also saturated and the attention span in social I think creative is remembered for, you know about a day or two versus CTV where it's remembered for 90 plus days. So I would take it from social and put it into secret.

[B]

All right, Social budgets are getting hacked together and CTV is taking over. All right, that wraps up this episode of the Martech Podcast. Thanks again to Allison Clark, CTV and go to market lead at Adroll. If you'd like to contact Allison, you can find a link to her LinkedIn profile in our show notes or on martechpod.com or you can visit her company's website, which is adroll.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back on your feet next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[A]

Foreign thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.