Commercial Break Podcast Por Ian Jindal arte de portada

Commercial Break

Commercial Break

De: Ian Jindal
Escúchala gratis

Commercial Break - Ian Jindal interviews leaders and changemakers in the CTV/AddressableTV sector, and the intersections with direct-to-consumer performance marketing and brand-building. We talk to brands, broadcasters, agencies, technologists and retailers about the trends, opportunities and business of TV. Season 1 develops the agenda in the run-up to the RetailX.events CTV Summit on 14 May, 2026 in London(c) RetailX 2025 Economía Gestión Gestión y Liderazgo Marketing Marketing y Ventas
Episodios
  • CTV-06: in conversation with Phil Gontier, Chief Revenue Officer at Smadex

    CTV-06: in conversation with Phil Gontier, Chief Revenue Officer at Smadex
    Mar 10 2026
    In this episode we chat with Smadex CRO Phil Gontier about how a DSP born in mobile app marketing is now using CTV as a high‑impact performance channel. Phil explains how Smadex connects the “big screen” and the “small screen,” attributes installs via IP and mobile measurement partners, and optimises to D1/D3/D7 ROAS rather than CPMs. The discussion also covers the CTV supply pyramid, “net new” app‑install dollars flowing into broadcasters, and how CTV events like CTV Live and the RetailX CTV Summit are helping both sides understand the opportunity.Key discussions in this episode00:01 – Setting the scene: CTV as a performance playgroundIan introduces Phil as CRO at Smadex (described in the conversation as SmartX), with a background in mobile advertising, app user acquisition and programmatic. He frames the episode as an exploration of how that performance mindset translates into the changing world of CTV ahead of the RetailX CTV event.01:13 – What Smadex does and who paysPhil describes Smadex as a global demand‑side platform (DSP), founded in Barcelona, that plugs into exchanges and supply‑side platforms to buy inventory on mobile and increasingly CTV. Their advertiser customers are app and game developers who want to drive installs and re‑engagement; Smadex buys media to deliver those outcomes.03:33 – Connecting the big screen to the small screenPhil walks through the core use case: a viewer sits in front of a large TV while also holding a mobile phone, and Smadex serves a high‑impact CTV ad for an app or game such as Candy Crush or Duolingo. Using shared home IP addresses plus mobile measurement partners (AppsFlyer, Adjust, Singular, Kochava, etc.), Smadex attributes installs that occur within a post‑view window back to the CTV impression.06:29 – Inside the measurement complexityIan notes the messy reality of different CTV environments (Samsung TV, broadcaster apps, Sky, etc.) and varying measurement models from deep subscriber data to device fingerprints. Phil acknowledges the complexity and explains that programmatic’s power comes from aggregating many behavioural data points, layered on top of more traditional household data, to drive algorithmic decision‑making.08:25 – Deep neural networks and CTV optimisationPhil explains that Smadex uses deep neural networks, analogous to large language models, to ingest vast amounts of interaction data (what people watch, how they watch, pausing, etc.). Those models learn which combinations of signals are most likely to lead to the desired action—installing or re‑engaging with an app—and then serve the “right ad to the right person at the right time” on CTV.09:49 – Lean‑back viewing in a half‑watching worldIan contrasts the romantic idea of a family leaning back, fully focused on the big screen, with the reality that everyone is second‑screening. For traditional buyers this raises questions about attention and intent, but Phil positions Smadex’s CTV strategy as a 100% performance proposition measured on installs and post‑install value, not on proxy metrics.11:08 – Playing the pure performance gamePhil emphasises that Smadex operates firmly in performance territory: advertisers judge them on return on ad spend (ROAS) or ROI, not CPMs. He notes that the app‑install ecosystem is roughly a 100‑billion‑dollar market annually, dominated by Google, Meta, TikTok, Amazon and others, with Smadex as one of several growing platforms outside those giants.13:07 – D1/D3/D7 ROAS and the payback modelPhil explains how sophisticated app and game advertisers use prediction algorithms and day‑based ROAS metrics (D1, D3, D7, D30) to estimate payback and profitability. If Smadex can deliver, for example, a 15% D7 ROAS that maps to a 2–3 month payback period, advertisers are willing to scale their CTV investment.14:15 – Attribution, families and probabilistic realityIan pushes on household complexity: who actually deserves the credit when one family member sees an ad and another uses the app. Phil responds that programmatic attribution is device‑to‑device and fundamentally binary; an install is only credited when there is a direct connection between the CTV impression and a specific mobile device, even though many human‑level nuances sit behind that.17:48 – How Smadex buys CTV inventoryPhil distinguishes CTV from mobile: instead of hundreds of thousands of apps, CTV inventory is structured like a pyramid with premium content houses (Disney+, Hulu, ESPN, Paramount, NBCU/Peacock, Warner Bros. Discovery), scaled linear distributors (DirecTV, Sling, etc.), and free ad‑supported streaming TV (FAST) platforms like Samsung TV Plus, LG, Roku, Tubi, Pluto and Rakuten. Smadex buys via SSPs in real‑time bidding auctions and focuses on the vast pool of non‑sold inventory outside major event moments like the Super Bowl.29:22 – From remnant programmatic to direct PMPsPhil ...
    Más Menos
    39 m
  • CTV-05: in conversation with Ross Appleton, General Manager UK, Tubi

    CTV-05: in conversation with Ross Appleton, General Manager UK, Tubi
    Feb 8 2026
    Ross Appleton explains how Tubi — Fox Corporation's free, ad-supported streaming service — is building its UK presence by focusing on fandoms, data-driven personalisation, and a viewer-first approach to advertising. Launched in the UK in July 2024, Tubi now claims the largest free catalogue of content in the UK amongst all streamers, attracting a younger, more diverse audience — over half Gen Z and millennial — that traditional broadcasters struggle to reach. The conversation covers Tubi's fandom-led content strategy, the differences and similarities between US and UK streaming markets, the pitch to advertisers, the Titan OS partnership for CTV ad sales, cross-device identification challenges, shopability experiments, and what Ross sees as the future of accessible TV advertising for businesses of all sizes.————————Key Discussions in This EpisodeIntroducing Tubi and the UK launch (00:44–01:23)Ross introduces his role as General Manager of Tubi's UK business, having joined in October 2024 after serving as Launch Director for ITVX. Tubi launched in the UK in July 2024 and has spent 18 months scaling its content, distribution and audience.Entering a crowded UK market as a late entrant (01:23–03:26)How Tubi differentiates from BBC, ITV, Netflix and others. The service focuses on fandoms rather than acting as "arbiters of taste" — personalising the experience using machine learning so that each viewer's Tubi looks entirely different. Ross notes Tubi attracts a younger, more diverse and harder-to-reach audience.Fandoms over demographics: a data-led content strategy (03:26–05:20)Rather than trying to predict or create fandoms, Tubi listens to data, tests hypotheses, and leans into what resonates. When a fandom emerges, the team "super-serves" it with deeper content. This iterative, data-driven approach has been Tubi's DNA since its US startup phase.US vs UK: similarities and differences (05:20–08:25)Personalisation, machine learning and genres like horror, thriller and true crime translate well across markets. Black cinema, a huge fandom in the US, doesn't carry the same weight in the UK, where different fandoms emerge. The critical difference: "free" is not a novelty in the UK, given the heritage of BBC, ITV and Channel 4 — so Tubi must cut through with its approach to engagement, fandom depth and content breadth.From ITV to Tubi: the attraction of building something new (08:25–10:14)Ross describes the draw of growing a new service in-market and embracing technical changes that incumbent broadcasters can find threatening. Tubi sees shifts in TV consumption as tailwinds rather than headwinds, unencumbered by legacy systems.The elevator pitch to advertisers (10:14–12:37)Ross outlines four pillars: a premium, brand-safe environment (80% big-screen viewing); a younger, harder-to-reach audience (over a third unreachable on the B-VODs — ITV, Channel 4, Channel 5); viewer comfort with the ad-funded trade-off; and light ad loads that benefit both viewers and advertisers. Around six minutes or less of ads per hour — significantly lower than both US and UK linear TV.Programmatic buying and the Titan OS partnership (13:42–16:34)Tubi sells inventory on a programmatic basis and has announced an exclusive UK partnership with Titan OS, which provides TV operating systems across Europe. The combined data from Tubi viewing behaviour and Titan's OS-level audience data enables advertisers to target segments across Tubi's inventory and wider Titan placements — homepage ads, 30-second spots, pause ads — offering a 360-degree CTV buying experience via DSP/SSP or direct.Cross-device identification: bridging the big screen and the mobile (16:34–19:46)Ross acknowledges the challenge of matching identities across devices on the sofa. The approach combines device IDs within households, contextual signals (content type, time of day, viewing patterns) and modelling to infer audience characteristics. In the US, Tubi trialled a shopability experience with ShopSensor AI during a Super Bowl red-carpet programme, linking the big screen to a mobile storefront for real-time purchasing. With 70% of US viewers shopping on their phones while watching TV, connecting these experiences is a key area of experimentation.The enduring power of the big screen (20:03–22:09)Despite predictions of TV's decline, 80% of Tubi viewing is on the big screen. Viewers frequently migrate from mobile to TV for a more premium experience. Ross's view: the physical TV set remains hugely important in homes. Consumption patterns are changing — more on-demand, less linear — but the big screen itself endures.How to buy: accessibility for SMEs and the democratisation of TV advertising (22:09–25:47)Advertisers can buy programmatically through a DSP (targeting Tubi specifically or as part of a wider CTV buy) or work directly with Tubi and Titan for bespoke campaigns — first-in-break, full-break takeovers, pause ads, ...
    Más Menos
    32 m
  • CTV-04: in conversation with Lindsey Clay, CEO of Thinkbox.tv

    CTV-04: in conversation with Lindsey Clay, CEO of Thinkbox.tv
    Nov 29 2025
    Lindsey Clay explains how TV has evolved from purely linear broadcasting into a broad, addressable ecosystem – and why it remains both the most effective and most trusted advertising medium. The conversation explores what truly constitutes “TV” (and why YouTube doesn’t), the shift to on-demand and internet delivery, the rise of addressable TV, and advertisers' increasing demands for data, targeting, and demonstrable outcomes. Key themes include TV’s regulatory and quality foundations, the role of addressable products like Sky AdSmart and broadcaster VOD, and why TV is the “battery that charges other media”.————————Points of Note Thinkbox was founded in 2005 as the marketing body for commercial TV in the UK, later than many other media bodies because TV historically felt it did not need promotionThinkbox is funded by UK commercial broadcasters and exists to: Champion and defend TV as an advertising mediumAct as the “home of TV advertising”Provide a trusted guide to TV’s future for marketers and agenciesCreativity is highlighted as one of TV’s “superpowers”, in both content and advertising————————- Thinkbox was founded in 2005 as the UK marketing body for commercial TV - Funded by commercial broadcasters; positions itself as “the home of TV advertising” - Mission is to champion and defend TV, guide its future, and help marketers use TV effectively - Stresses creativity as one of TV’s key superpowers - TV has moved from mainly linear plus recording to a mix of live and on-demand across devices - Streamers have increased competition and raised overall programming quality, creating a TV “renaissance” - TV advertising is pre-cleared (e.g. Clearcast) - TV content is high-quality and professionally produced - By the early 2030s UK TV is expected to be entirely IP-delivered - Over time, all TV inventory is expected to become addressable - Change is driven by shifting viewing habits and rising advertiser expectations for data, targeting and outcomes - TV is described as the most effective medium overall - In the very short term, TV is second only to paid search (PPC) - TV’s impact has historically been evidenced via econometrics/media mix modelling rather than real-time dashboards - Broadcasters are collaborating on an outcomes project (“Lantern”) to link TV campaigns to online behaviour - New measurement aims to show web visits, searches and other online outcomes from TV activity - TV is consistently rated the most trusted advertising medium in UK studies, including by younger audiences - Trust is supported by regulation, editorial control and verified claims in professional environments - TV’s superpowers are trust and value (“TV stands for trust and value”) - Creativity in both programming and advertising is central to TV’s effectiveness - TV amplifies other channels and acts as “the battery that charges other media” - Last-click attribution is widely seen as flawed but remains popular because it is simple and available - TV often creates the awareness and intent that later appear as last clicks in digital, without full credit————————Key Quotes“Think of us as the home of TV advertising. We’re here to champion and defend TV and to provide a trusted guide to its future.”“It has never been a better time to be a viewer because you are so extremely well served by all sorts of TV programming.”“YouTube’s global CEO announced that YouTube was the new TV, but TV means very specific things in the minds of viewers and advertisers.”“TV is regulated, it has clear editorial oversight, it’s not just user-generated content uploaded, it’s independently measured, all the ads are pre-cleared, and it’s high-quality, professionally made content.”“At some point in the future – earliest the early 2030s – TV will become entirely delivered by the internet.”“At some point soon, all of TV will be addressable.”“We spend far too much time as an industry obsessing about the technology and the distribution and the clever pipes… What’s really important is the viewer experience and what advertisers want.”“TV is by far the most effective medium, but it hasn’t always been very well served with that suite of data that you can immediately demonstrate its effect.”“TV is the second best performing channel in the short term, second only to online search pay-per-click.”“TV is the most effective medium and the most trusted medium. Sometimes I say TV stands for trust and value.”“Even though young people are big fans of social media, they trust TV advertising more.”“TV makes all your other channels work much more effectively – it’s the battery that charges other media but doesn’t always get the credit for it.”“Everybody knows last-click attribution is a sort of horse-shit measure, but because it’s available and easy, lots of people...
    Más Menos
    39 m
Todavía no hay opiniones