Perpetual Traffic 5 Secrets of AdRoll's CTV Breakthrough REVEALED With Vibhor Kapoor
Dec 5, 2025
Vibhor Kapoor, Chief Business Officer at NextRoll, dives deep into the evolving landscape of connected TV (CTV) advertising. He reveals how CTV has transformed from a brand awareness tool to a precise full-funnel performance channel. Discussion highlights include the importance of audience data, impactful repurposed social creatives driving higher ROAS, and innovative AI strategies for budget optimization. With real-world success stories, Vibhor showcases why integrating CTV into your marketing mix is essential for 2026 and beyond.
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AI Agents For Guardrailed Budget Shifts
- Vibhor describes human-assisted AI agents that can shift budget automatically within guardrails and optimize media mix.
- Early agentic tools can create campaigns, report, and make constrained optimizations for marketers.
What Connected TV Actually Means
- Connected TV (CTV) means internet-connected TVs streaming content and is part of the broader OTT category.
- Vibhor frames CTV as growing due to audience behavior shifting toward streaming on TV devices.
Streaming Time Is Surging
- US households now stream about 2 hours 37 minutes on TV on average, approaching phone entertainment time.
- Streaming time recently exceeded linear TV, signaling a major secular shift in attention.