The biggest misconception marketers still have about CTV

Summary

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MarTech Podcast Episode Summary

Episode: The biggest misconception marketers still have about CTV

Date: July 22, 2026
Host: Benjamin Shapiro
Guest: Allison Clark, CTV & Go-To-Market Strategy Lead at AdRoll

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Episode Overview

This brief episode centers on the persistent misconceptions marketers have about Connected TV (CTV) advertising. Host Benjamin Shapiro sits down with Allison Clark from AdRoll to clarify how CTV is evolving from a traditional brand awareness tool to a measurable, performance-driven marketing channel. The discussion highlights CTV's increasing measurability and efficiency, challenging outdated notions of CTV as expensive or solely for branding.

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Key Discussion Points & Insights

1. The Biggest Misconception about CTV

• Branding-only Myth

  • Allison Clark (01:36): “Well, we've talked about it, that it's a brand play, only now it's more measurable than ever and you can measure and see your business outcomes.”
  • Many marketers still see CTV as a channel only suited for brand awareness, but Allison points out that this is no longer true.

• CTV’s Shift to Performance Marketing

  • The conversation establishes that CTV is "entering its performance marketing era," meaning it's now possible to track conversions, outcomes, and direct business impacts—just like with digital channels.

2. Changing Perceptions of Cost & Efficiency

• Perceived Expense of CTV
  • Allison Clark (01:40): “And they think it's expensive and we just disproved how it's really becoming more efficient.”
  • Allison addresses the belief that CTV campaigns are high-cost. She emphasizes that recent advancements and accessibility have made CTV a far more cost-effective and efficient option for marketers.

3. Measurability & Outcomes

• Business Impact and Measurement
  • The podcast underscores that today’s CTV allows marketers to track and analyze their campaigns’ success, connecting CTV efforts to tangible business results.

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Notable Quotes & Memorable Moments

• On CTV Misconceptions:
  • “It's a brand play, only now it's more measurable than ever and you can measure and see your business outcomes.”
    — Allison Clark (01:36)
• On Efficiency:
  • “They think it's expensive and we just disproved how it's really becoming more efficient.”
    — Allison Clark (01:40)

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Timestamps for Key Segments

• 01:16 – Guest Introduction:

  • Benjamin Shapiro introduces Allison Clark and the topic of CTV's performance marketing era.

• 01:30 – Main Topic Laid Out:

  • Direct question: "What's the biggest misconception marketers still have about CTV?"

• 01:36 – Myth Busting:

  • Allison Clark dispels the “CTV is just for branding” myth and highlights advances in measurement.

• 01:40 – Cost & Efficiency Clarified:

  • Allison addresses and disproves the assumption that CTV is prohibitively expensive.

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Summary & Takeaway

This episode succinctly challenges two of the most widespread myths about Connected TV—its role as a purely branding medium and its perceived high cost. Allison Clark, drawing on her expertise at AdRoll, clarifies that CTV now offers performance marketers robust measurability and efficiency, making it a competitive option in today’s marketing mix. The message is clear: CTV is not just for branding anymore—it's an increasingly accountable and accessible channel for driving real business outcomes.

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Transcript

[Podcast Announcer]

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.

[Marketing Expert]

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.

[Podcast Announcer]

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 you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

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.

[Allison Clark]

Yeah.

[Benjamin Shapiro]

All right, so what's the biggest misconception marketers still have about ctv?

[Allison Clark]

Well, we've talked about it, that it's a brand play, only now it's more measurable than ever and you can measure and see your business outcomes. So. And they think it's expensive and we just disproved how it's really becoming more efficient.

[Benjamin Shapiro]

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 Alison, 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.

[Podcast Announcer]

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.