Limited Supply S15 E11: How TV is Working for DTC Brands (with Jeff Katz, Head of Emerging Sales at Roku)
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Mar 18, 2026 Jeff Katz, Head of Emerging Sales at Roku, with deep experience across broadcast, cable, and ad tech. He explains how streaming is reshaping the media mix. Topics include the shift to measurable, self-serve TV buying, how DSPs tie TV to search and social, creative testing on the big screen, and shoppable TV integrations like Roku-Shopify.
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TV With Digital Measurement
- Roku blends TV storytelling with digital measurability to get the 'beauty of TV and the brains of digital'.
- Jeff Katz explains Roku lets brands test creatives with low minimums and real-time metrics via Ads Manager, unlike old costly IOs.
Test TV Creative Like Social Ads
- Do iterate TV creative quickly using self-serve CTV tools instead of treating TV spots as one-off productions.
- Katz urges brands to test 15/30s creatives, reuse social assets, and use conversions APIs to measure outcomes in near real time.
TV Creative Is Becoming Social Native
- TV creative is diversifying: short social-native formats, talking-to-camera, animated stills and motion graphics now work on big screens.
- Katz expects more AI-driven tools to convert social ads into TV-ready spots and democratize production.