Will AI create more video ads or better video ads?

Summary

Podcast Summary: MarTech Podcast™ — “Will AI create more video ads or better video ads?”
Date: July 23, 2026
Host: Benjamin Shapiro
Guest: Allison Clark (CTV and Go-To-Market Strategy Lead, AdRoll)

---

Episode Overview

This episode dives into the evolving landscape of video advertising, focusing on the growing role of AI in ad creation. Host Benjamin Shapiro sits down with Allison Clark of AdRoll to discuss whether AI will lead to a proliferation of video ads, improvements in ad quality, or both. The conversation zeroes in on the trade-offs between AI-generated content and traditional, high-budget creative production—especially as Connected TV (CTV) moves into what Clark calls its “performance marketing era.”

---

Key Discussion Points & Insights

The Efficiency Debate: AI vs. Traditional Video Ads

[01:16-01:45]

• Shapiro opens by framing the core question:
  "What do you think is a better investment on a cost per impression basis: creating ads that are live shot, creative video, premium content, or AI-generated ads?"
• He contextualizes this for the CTV space, noting the shift toward performance metrics in TV advertising.

---

Cost-Effectiveness and Practicality of AI

[01:45-01:54]

• Allison Clark quickly asserts:

  “What's going to be more efficient? AI. You can do AI generated ads for a fraction of a cost of creating one with a production company.”

• AI's promise lies in scalability and lower costs, making it attractive for brands looking for efficiency.

---

Effectiveness and Brand Authenticity Considerations

[01:54-02:38]

• Shapiro pushes deeper:

  "But it's not just what creative is cheaper. Is the AI ad as efficient and effective as the beautifully shot expensive creative? Should I spend a million dollars because the creative is so important in my TV advertising? Or should I spend next to nothing on AI and just have something that's good enough?”

• Clark underlines that while AI is efficient, strong creative remains critical:

  "Consumers still want real brands, real people, real ad. So right now I would say make sure your creative is genuine and really speaks to your brand and who you are. So AI has a time and place. But I think really strong creative is important because without strong creative, the rest of your buying doesn't matter."

• The consensus: AI can help in production and efficiency, but authenticity—rooted in “real brands” and “real people”—is still a key differentiator.

---

Notable Quotes & Memorable Moments

• "What's going to be more efficient? AI. You can do AI generated ads for a fraction of a cost of creating one with a production company." — Allison Clark [01:45]
• “Consumers still want real brands, real people, real ad...make sure your creative is genuine and really speaks to your brand and who you are.” — Allison Clark [02:17]
• "Should I spend a million dollars because the creative is so important in my TV advertising? Or should I spend next to nothing on AI and just have something that's good enough?" — Benjamin Shapiro [01:54]

---

Timestamps for Important Segments

• 01:16 – Episode topic introduction; the central AI vs. traditional creative question
• 01:45 – Clark's take on AI-generated ad efficiency
• 01:54 – Shapiro queries on effectiveness, not just cost
• 02:17 – Clark emphasizes brand authenticity and creative quality
• 02:38 – Episode concludes with actionable advice

---

Tone and Style

The conversation is practical and candid, with a focus on actionable marketing insights. Both speakers bring a blend of optimism about new technology and realism about the irreplaceable role of genuine creativity.

---

Key Takeaway

AI will inevitably make video ad creation cheaper and faster. However, for brands seeking to truly connect with consumers and drive results in the performance marketing era, authentic, high-quality creative should not be sacrificed for efficiency alone. As Clark sums up, “Without strong creative, the rest of your buying doesn't matter.”

---

Transcript

[Podcast Network 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.

[Benjamin Shapiro]

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 Network 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 use 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. That here's a fun one. What do you think is a better investment on a cost per impression basis creating ads that are live shot, creative video, premium content or AI generated ads?

[Allison Clark]

What's going to be more efficient AI? You can do AI generated ads for a fraction of a cost of creating one with a production company.

[Benjamin Shapiro]

But it's not just what creative is cheaper. Is the AI ad as efficient and effective as the beautifully shot expensive creative? Should I spend a million dollars because the creative is so important in my TV advertising? Or should I spend next to nothing on AI and just have something that's good enough?

[Allison Clark]

Consumers still want real brands, real people, real ad. So right now I would say make sure your creative is genuine and really speaks to your brand and who you are. So AI has a time and place. But I think really strong creative is important because without strong creative, the rest of your buying doesn't matter.

[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 Allison, you can find the 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.

[Allison Clark]

Foreign.

[Podcast Network 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.