Jason Fairchild, CEO and cofounder at tvScientific talks about why CTV ad spends will increase down the line in this quick chat with MarTech Series:

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Welcome to this martech chat Jason, tell us more about tvScientific and its latest Connected TV (CTV) buying and attribution platform?

Thanks for inviting me to participate in this series. tvScientific is the industry’s first buying and attribution platform that truly makes television advertising actually work for all businesses (from global brands to a local flower shop) by bringing the best capabilities of digital marketing to TV.

How do you feel the future of TV advertising is set to grow in comparison to online advertising?

TV advertising is a $72 billion market and the fastest growing segment of it is CTV advertising. There is a revolution happening within TV advertising, traditionally it has been dominated by roughly 300 national advertisers, but with new connected devices, advertising technology is integrating with these platforms to make ads on CTV accessible and measurable for all businesses. With companies like tvScientific bringing the best capabilities of digital marketing to TV, I’m sure we’ll see a significant amount of online advertising dollars move there.

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Can you talk about the importance of TV advertising in today’s largely digital-first world and why advertisers / marketers should include this as part of their media mix?

I believe CTV ad spend will more than double in the next year because of the changes happening with online advertising (Apple IDFA and with the removal of cookies in ‘22). These changes will materially impact social and display ad spend, in addition to the fact that search pricing is maxed out, so the only channel that represents sufficient scale to move the needle for large marketers is CTV, which has seen massive growth numbers and is now as measurable as search and social for marketers that engage in ROAS media buying. Marketers should be aggressively testing measurable CTV now.

Tell us your thoughts on the evolving and growing use of AI in advertising in general and how you see this change the game? 

We think about AI in the context of driving scaled, automated campaign optimization to meet marketer ROAS objectives.  This is a non-trivial data problem since there are so many complex variables to optimize against (price, targeting parameters, creative attributes, etc), which makes it a perfect application for AI.   

What are some of the core marketing technologies and advertising technologies that you feel marketing teams should not be doing without, today, at least in the B2B advertising space?

For B2B, I think it’s essential for marketers to be able to target CTV buys against first party customer data, which means they need to work with partners that can efficiently handle customer data onboarding against CTV households.  More broadly, marketers need access to rich third party data segments, and be able to measure outcomes for their CTV campaigns in a unambiguous, digital-first language/metrics.   

A few predictions on the – future of adtech?

With IDFA now a reality, and cookies going away, I predict CTV “performance marketing” will accelerate at a much faster rate than predicted.  This growth will be driven by better attribution + measurement that will look a lot like digital advertising, and will enable true ROAS marketing against a huge (and rapidly growing) CTV audience. 

A few takeaways from your journey to share with marketing leaders and business leaders?

I think it all comes down to building companies that deliver self-evidently great results. In our business, we serve marketers, and the only thing that really matters to them is outcomes.  Inputs like reach, awareness, GRPs, etc. are all proxies to what really matters — driving results.   So embrace the systems, partners, platforms and metrics that deliver outcomes versus focusing on shiny and sometimes abstract inputs.   

For business leaders, if you can deliver self-evidently great results to your customers, you’ll earn the opportunity to build a real business.

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