In this episode of The Sonic Truth Podcast, Scott Simonelli sits down with Mike Brooks, a veteran of connected television and digital advertising, to explore how television is evolving into a measurable, performance-driven platform.
Mike shares his journey through the mobile app ecosystem and major companies such as AOL and LG, offering perspective on how CTV has adopted many of the tools and mindsets of digital and programmatic advertising. The conversation focuses on the growing importance of Automated Content Recognition (ACR), the emergence of TV home screens as a powerful new media surface, and why accessibility in CTV advertising is improving for brands of all sizes.
The discussion also looks ahead to what’s next, including the rise of free ad-supported television (FAST), increasing fragmentation across formats and platforms, and how regulatory shifts may drive renewed momentum in local TV advertising. Together, Scott and Mike explain why the next 18 months will be a defining period for CTV, creative strategy, and performance marketing.
Takeaways:
- Mike Brooks brings deep experience across digital advertising, mobile, and CTV
- The evolution of CTV closely mirrors earlier shifts in digital and mobile marketing
- Automated Content Recognition (ACR) is becoming foundational for targeting and measurement
- TV home screens represent a major emerging media opportunity
- Accessibility in CTV advertising is improving across the market
- Performance marketing is becoming more deeply integrated into television
- Creative strategies must adapt to a fragmented, multi-format media environment
- FAST channels are becoming a significant force in the advertising ecosystem
- Regulatory changes may reignite momentum in local TV advertising
- The next 18 months will be pivotal for programmatic and CTV growth
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