Television has dominated the advertising market for much of the last 75 years, despite an explosion of channels and a complete revamp of the media landscape.
Despite advances in CTV targeting, we know consumers will skip ads whenever possible. As a result, TV advertisers see declining ROAS and fewer opportunities to insert more advertisements into content.
Advances in artificial intelligence now allow advertisers to insert their products and brands into television content programmatically, at short notice and with targeting, adding a new twist to a medium that has dominated the advertising market for three-quarters of a century.
In this episode we talk to Cory Treffiletti, CMO of Rembrand, about a completely new program for television advertising.
Episode guide
1:18: Meet Cory dating site
2:00: What does the longevity of television advertising say about the medium and its results?
4:17: Why has TV advertising focused on interruption, which degrades the viewer’s experience?
6:07: What does the TV advertising agenda look like for 2026 and beyond? And does it satisfy both advertisers and viewers?
7.50am: Product placement on TV is evolving
10.45am: How does a new model of television advertising appear in the eyes of finance people? How does it improve ROAS? Does it require a significantly larger budget?
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Mike Pastore is the head of content and media at Third Door Media, the publisher of the Martech and Search Engine Land websites, and the producer of the SMX and MarTech conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B technology, creating content for marketing campaigns for both Jupitermedia and QuinStreet. Before joining Third Door Media as editorial director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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