Podcast
The Advertising Forum by Marketecture
Hosted by AdTechGod and Jeremy Bloom · EN
The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
11episodes
Episodes
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From Show to Scene: Why Moment-Based Targeting Is the Future of CTV with Lauri Baker from KERV
3w ago00:14:35Tap to summarizeIn episode 1 of From Show to Scene, Lauri Baker, Senior Vice President, Head of Partnerships at KERV, explains why audience targeting alone is no longer enough in CTV. She explores the shift from broad audience and genre-based buying toward scene-level, moment-based targeting, where ads align with what is happening on screen in real time. Lauri also breaks down how this approach improves performance by increasing attention, recall, and intent, while addressing challenges like fragmentation, measurement, and scalability. She shares how advancements in video analysis and real-time activation are making moment-based targeting a powerful and viable strategy for modern advertisers. Takeaways • Scene-level targeting outperforms traditional audience targeting by aligning ads with real-time content moments • Matching ad creative to the scene increases attention, recall, and intent • Contextual signals act as a unifying layer across fragmented CTV ecosystems • Standardization and measurement remain key challenges for scaling moment-based buying • Advances in video analysis and real-time activation make scene targeting viable today Chapters 00:00 Introduction to the From Show to Scene series 00:55 Why audience buying is no longer enough 01:27 Where performance gains actually come from 02:00 The shift from broad targeting to moment-based signals 04:10 Why the scene is the new audience 05:18 Tackling fragmentation in CTV 07:15 What is scalable versus still experimental 10:05 Technology enabling scene-level targeting 12:17 What is needed to scale this approach 15:03 Closing thoughts and key takeaways
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From Screen to Store: How Tiffany Lee Drives Local Growth at Fleet Feet
Apr 2400:10:33Tap to summarizeIn this episode of From Screen to Store, sponsored by JamLoop, Tiffany Lee from Fleet Feet breaks down how a national brand scales local impact across 285+ stores while balancing eCommerce and in-store performance. She shares how Fleet Feet leverages Connected TV as an awareness driver, measures real business impact across online and offline channels, and empowers local store owners with efficient, testable media strategies. Takeaways Fleet Feet blends national branding with local ownership to drive community-first retail experiences Awareness remains a major growth opportunity even in markets with physical stores CTV is primarily used as an awareness channel to fuel the top of the funnel Measurement focuses on incrementality, store visits, and site traffic Budget flexibility and transparency are critical when choosing media partners Testing new strategies can unlock more efficient and profitable channels Chapters00:00 Introduction to the episode 00:13 Tiffany Lee joins from Fleet Feet 00:33 What Fleet Feet is and how the business operates nationally and locally 02:05 Challenges of maintaining brand consistency across local markets 03:35 The role of CTV in Fleet Feet’s marketing strategy 05:01 Measuring impact across online and in-store performance 06:32 Choosing the right CTV partner and budget considerations 08:22 Proving ROI and tying awareness to conversions 09:25 Why brands shouldn’t be afraid to test new strategies 10:48 Closing thoughts and sponsor shoutout
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How Franchise Brands Use CTV to Drive Real Growth with Mosquito Squad
Apr 2300:11:26Tap to summarizeIn Episode 4 of the From Screen to Store series, sponsored by JamLoop, Jay Blecker, President of Mosquito Squad, shares how franchise operators are leveraging connected TV (CTV) to scale customer acquisition and drive measurable growth. Jay breaks down the evolution from traditional guerrilla marketing to data-driven CTV strategies, revealing how better targeting, attribution, and media control dramatically reduced acquisition costs while doubling leads, even during off-season periods. Takeaways CTV can significantly lower customer acquisition costs when properly optimized Attribution and tracking are essential to proving marketing effectiveness Not all impressions are equal—placement quality matters more than volume Growth comes from a mix of channels, not a single “silver bullet” Franchise businesses benefit from hyper-local targeting and control CTV can drive results even during traditionally slow seasons Chapters 00:01 Introduction to the episode and guest 00:23 Overview of Mosquito Squad’s business model 00:41 Educating customers as a key growth driver 01:27 Why CTV became a strategic channel 01:50 Early marketing challenges and scaling issues 03:00 Importance of attribution and measurement 04:11 Why customer acquisition cost is the key metric 05:10 Subscription model and focus on new customers 06:02 Initial CTV struggles and inefficiencies 06:30 The issue with low-quality ad placements (free TV) 07:00 Optimizing media placement and targeting 07:30 Cutting CAC from $350 to under $200 08:00 Doubling leads during off-season months 08:30 Scaling results and improving efficiency further 09:26 Advice for SMBs and franchise marketers 09:38 Importance of control, targeting, and attribution 11:22 Final thoughts on testing and measurement
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From Screen to Store: What Actually Works in Modern Marketing with Alex Back From Couch
Apr 1600:12:17Tap to summarizeIn Episode 3 of the From Screen to Store series, sponsored by JamLoop, Alex Back, CEO of Couch, breaks down what actually works today from CTV and video to holistic media strategies. Learn why influencer marketing falls short for high-ticket items and how brands can drive real ROI through smarter attribution, creative testing, and full-funnel presence. Takeaways The furniture industry remains highly traditional due to legacy ownership, operational complexity, and low prioritization of marketing. Influencer marketing is ineffective for high-consideration purchases like furniture, but creators are valuable for content production. A holistic, omnichannel approach is critical for brands to stay visible across TV, social, and search when customers are in-market. Attribution remains a major challenge, especially with TV and CTV, making ROI difficult to measure precisely. Success should be measured through blended signals like traffic, engagement, and overall sales trends, not just direct conversions. CTV works best as an awareness and consideration channel, not a direct-response tool. Creative strategy matters; ads should be memorable, actionable, and include trackable elements like QR codes. The key to modern marketing success is finding the right media mix, not relying on a single channel. Chapters 00:00 Introduction & Guest Overview 00:40 Meet Alex Back (CEO, Couch) 01:18 Why Furniture Marketing Is Stuck in the Past 03:19 What’s Actually Working Today 03:42 Why Influencer Marketing Falls Short 05:00 The Power of Holistic Marketing 06:06 The Attribution Problem in Traditional TV 08:13 How to Measure Marketing Success Today 10:54 The Role of CTV in the Media Mix 11:20 How to Make CTV Work 12:00 Closing Thoughts & Key Lessons
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CTV Advertising Reality Check: Transparency, Performance, and Driving Store Traffic with Tim Glover
Apr 900:12:49Tap to summarizeIn Episode 2 of the From Screen to Store series, sponsored by JamLoop, Tim Glover (EVP Media, USA Marketing Partners) breaks down transparency, performance, and the shift from linear vs. digital to a unified video strategy. Learn how agencies can connect media spend to store traffic, revenue, and measurable ROI in today’s evolving advertising landscape. Takeaways People, process, and partnerships are the foundation of modern agencies Brands hire people, not agencies Transparency is the most critical factor in partnerships CTV should be viewed as part of a unified video strategy Performance measurement requires both macro and micro views Retail success is driven by store traffic and sales Data sharing unlocks better results Chapters 00:00 Introduction & Guest Overview 00:41 Tim’s Career Journey & Agency Background 02:05 Building an Agency: People, Process, Partnerships 02:26 The Hub-and-Spoke Agency Model 04:25 Building CTV Capabilities: In-House vs. Partners 05:08 What Clients Really Want: Experience & Performance 06:14 Evaluating Partners: Why Transparency Wins 07:10 The Evolution of CTV Expectations 08:07 Rethinking CTV as “Video” 08:58 Connecting CTV to Real-World Outcomes 09:46 Measuring Performance: Macro vs. Micro 10:28 Optimizing Campaigns with Geo Targeting 11:18 Transparency in Practice 12:18 Final Thoughts & Closing
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From Screen to Store: How CTV is Driving Real Outcomes with Leif Welch of JamLoop
Apr 200:14:18Tap to summarizeIn episode 1 of the From Screen to Store series, sponsored by JamLoop, Leif Welch, Founder and CEO of JamLoop, breaks down how connected TV is evolving from a brand awareness channel into a full-funnel performance driver. He shares how mid-market brands are leading this shift, why outcomes now matter more than impressions, and how advertisers can connect CTV to real business results both online and offline. Takeaways CTV is shifting from impressions to measurable business outcomes Mid-market brands are leading the move toward performance-driven advertising A full-funnel strategy is key to turning awareness into action Transparency and measurement are critical in modern media buying A 70/30 mix of CTV and digital formats drives better results Incrementality helps prove real impact beyond correlation Chapters 00:14 Introduction to the series and Leif Welch from JamLoop 01:04 What JamLoop does and its focus on driving real outcomes 02:04 The importance of transparency in CTV advertising 03:06 Measuring real-world impact of CTV campaigns 05:05 Why outcomes have become the new standard in advertising 06:07 The gap between traditional TV thinking and modern CTV 07:04 Rising costs and challenges in search and social 08:02 Building a full-funnel CTV strategy in practice 10:22 How to define success and measure campaign performance 11:31 Time, scale, and expectations for effective campaigns 12:24 Using incrementality to validate real impact 13:10 The 70/30 framework for full-funnel performance
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Tom Burke & Kevin Zoss on Open Ecosystems, AI Workflows, and Agency Growth
Mar 2600:14:39Tap to summarizeIn this episode of the Advertising Forum’s Open Garden Series, sponsored by AI Digital, Jeremy Bloom, AdTechGod, Tom Burke (AI Digital), and Kevin Zoss (Lazy Boy Agency) break down platform openness, AI-driven workflows, and how agencies can future-proof their marketing stack. They discuss fragmentation in ad tech, the return of agency partnerships, the rise of AI tools in media buying and creative development, and why human taste and strategy remain critical in modern marketing. Takeaways Open equals leverage for agencies. Openness creates more opportunities for brand connections. Fragmentation is reshaping media buying. Being open requires more structure, not less. AI is transforming workflows. Human taste and strategy remain irreplaceable. Future-proofing marketing stacks requires optionality. Chapters 00:00 Introduction to the Open Garden Series 00:40 What “Open” Really Means in Advertising 02:06 The Brand to Human Connection 03:04 Fragmentation and the Evolution of Buying Tools 04:20 Why Openness Requires More Structure 05:27 The Friction in Modern Media Buying 07:38 AI and Intelligence Layers in the Open Ecosystem 09:36 Choosing Neutral and Trusted Partners 11:03 Building an Open but Usable System 12:19 Future Proofing the Marketing Stack 14:10 Final Thoughts on the Open Ecosystem
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Tim Ringel, Meet The People CEO, on Open Ecosystems, Agency Growth, and Breaking Down Walled Gardens
Mar 1900:13:06Tap to summarizeIn this episode of the Advertising Forum Open Garden Series, Tim Ringel, Founder and CEO of Meet The People, shares how openness shapes the way modern agencies scale and collaborate. He explains why breaking down silos between creative, media, and data is critical for performance and client trust. Tim also discusses how agencies balance flexibility with structure, how vendor partnerships should be evaluated, and how open tech stacks and AI tools can unlock better insights and ROI for brands.
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Angel Suarez, Founder and CEO of Pixel & Plume, on How Smaller Agencies Compete with Big Networks
Mar 1200:13:58Tap to summarizeIn this episode of the Advertising Forum Open Garden Series, Angel Suarez, Founder and CEO of Pixel & Plume, shares how smaller agencies compete with larger players using flexible tech stacks, strategic partnerships, and AI-driven tools. He also discusses the importance of trust, customization, and prioritizing quality over scale in building strong client relationships.
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Open Garden Talk: Mary Gabrielyan on Winning in an Open Ad Ecosystem
Mar 500:13:18Tap to summarizeIn this episode of the Open Garden Series, Jeremy Bloom and AdTechGod sit down with Mary Gabrielyan, Chief Strategy Officer at AI Digital, to talk about why embracing openness in advertising is becoming a competitive advantage. From navigating platform fragmentation to staying vendor-neutral, Mary shares how flexibility and expertise help brands drive real business outcomes. Takeaways The ad ecosystem is more fragmented than ever, pushing marketers to think beyond individual platforms Vendor neutrality and flexible budgets help optimize performance across channels Measurement and attribution remain the biggest challenges in open advertising Chapters 00:00 Introduction to the Open Garden Series 00:27 Why AI Digital chose the open garden philosophy 01:17 Fragmentation across the ad ecosystem 02:17 Vendor neutrality and AI-native strategy 02:58 How AI Digital evaluates partners and platforms 04:05 Using flexibility to create client value 05:15 Measurement and attribution challenges 06:12 Negotiation power with vendors 06:39 Turning fragmentation into a strategic portfolio 08:23 How the open garden mindset shapes hiring 10:50 What needs to change for open advertising to work13:08 Closing thoughts and episode wrap-up
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