July 20, 2026Think connected TV is too expensive and only good for brand awareness?
The reality has shifted. CTV now offers targeting down to the account level with digital-grade measurement at CPMs cheaper than LinkedIn ads.
In this conversation with Alison Clark from AdRoll, a sponsor of the MarTech podcast, you'll learn how to build a performance-driven CTV campaign, what budget you actually need, and how to track conversions on a channel that has no click.
03:31 Why CTV has crossed over from a pure brand play into a performance channel where you can target, measure conversions, and prove incrementality, all while linear still stays an awareness game
04:58 The measurement strategy that makes TV accountable: how third-party verification, cross-channel attribution, and pixel tracking show you what viewers did after seeing your ad
08:01 How to retarget viewers who saw your CTV ad even when they never clicked or visited your site, moving them across display and back into CTV
08:50 What makes an effective B2B campaign, like using account and contact targeting to put your message on the largest screen in the house in front of specific decision makers with zero waste
13:44 The real numbers you need: roughly 2-3 million impressions and $20-25k per month at a $10-15 CPM for a national buy, plus how smaller targeted lists scale down without becoming cost-prohibitive
11:20 Why strong creative beats production budget. Learn how to build genuine ads from assets you already have, and why a clear value prop and call to action matter more than a Hollywood film crew
21:53 How pairing CTV with display drives efficiency across your entire media mix, lowering costs and lifting conversions so your other channels don't have to work as hard
Guest: Alison Clark, AdRoll
Host: Benjamin Shapiro
MarTech Podcast | https://martechpod.com
