Stacking Growth | The B2B Marketing Podcast Integrating CTV into your paid media strategy | August B2B Roundtable
Aug 19, 2025
Matt Sciannella, Kyle Taylor, and Aaron Weekes, all marketing experts specializing in paid media strategies, dive into the world of Connected TV (CTV) advertising. They discuss how CTV enhances audience reach and engagement, emphasizing its non-skippable ads. The trio shares insights on budget allocation, common creative challenges, and measurement techniques. They also explore leveraging LinkedIn for cost-effective targeting, the importance of clear messaging over creativity, and the vital metrics to track for successful CTV campaigns.
AI Snips
Chapters
Transcript
Episode notes
Jasper's 10% CTV Budget Test
- Jasper allocated about 10% of its media budget to CTV during a rebrand test month, then ~8% in subsequent months.
- Kyle Taylor reported sustained reach and influence from that budget slice which justified continued spend.
Ensure Scripted Audio And CMO Alignment
- Include audio and a scripted voiceover for CTV ads because viewers expect sound on TV.
- Collaborate closely with the CMO and creative team to align script and visuals before launch.
Virality Boosts Spikes, Not Always Longevity
- Viral, flashy AI-generated ads can attract attention but may produce short-lived spikes without sustained results.
- Consistent, simple messaging builds memory structures and long-term brand salience.