In 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

CTV Advertising Reality Check: Transparency, Performance, and Driving Store Traffic with Tim Glover