{"id":9718,"date":"2025-11-14T01:19:02","date_gmt":"2025-11-14T06:19:02","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/11\/14\/how-creative-tech-fits-in-streaming-media-sales\/"},"modified":"2025-11-16T17:53:44","modified_gmt":"2025-11-16T22:53:44","slug":"how-creative-tech-fits-in-streaming-media-sales","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-creative-tech-fits-in-streaming-media-sales\/9718\/","title":{"rendered":"How Creative Tech Fits in Streaming Media Sales"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By\u00a0Casey\u00a0Saran, CEO Spaceback<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Streaming platforms are gearing up to showcase new creative technologies to advertisers for 2026. The question many media companies are grappling with is how exactly creative tech fits into the sales process.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Peter Hamilton at Roku recently cautioned that banking too much on creative tech \u201ccan be a mistake,\u201d suggesting that creative tools can become shiny distractions from what really drives deals \u2014 placement, pricing, and performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s truth in that warning. But creative technology isn\u2019t a distraction when it\u2019s done right \u2014 it\u2019s equipment that helps advertisers perform better on the hill.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Maybe I\u2019m just excited for ski season, but the analogy feels hard to ignore.)<\/em><\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Ski Resort Analogy<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Think of a streaming platform as a ski resort. The core business is clear: sell lift tickets (media) and deliver great snow (audience reach). It might be tempting to see ski rentals \u2014 or in this case, creative tech \u2014 as an optional add-on, even a distraction from the \u201creal\u201d business. But that misses the point.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Whistler, renting skis doesn\u2019t take focus away from selling lift tickets. It helps\u00a0<em>more<\/em>\u00a0people ski. It improves the experience. It brings in new customers who might not otherwise show up, and it helps experts perform at a higher level. High-end demos even make advanced skiers more loyal because they feel the difference.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Creative tech plays the same role for streaming platforms. It lowers barriers for new advertisers and improves performance for existing ones. It\u2019s an integral part of the experience, not an accessory.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Owning the Full Experience<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As streamers refine their advertising models, many are defining how creative capabilities fit into their overall offering. Companies like Universal Ads, Roku, and LG are blending proprietary tech with partnerships to deliver more seamless end-to-end advertiser solutions.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The streamers that win will be those who \u201cown their ski rentals\u201d \u2014 meaning they understand and communicate how creative tools drive results. Ski resorts track how rentals boost ticket sales. Media companies should do the same: measure and articulate how creative innovation contributes directly to advertiser success.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Creative Tech as a Performance Engine<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Creative tech delivers measurable value in two ways \u2014 for\u00a0<em>new advertisers<\/em>\u00a0and\u00a0<em>seasoned buyers<\/em>\u00a0alike.<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\r\n \t<li><strong> Bringing new skiers to the hill.&nbsp;<\/strong>Advertisers without existing video assets can now enter CTV thanks to AI-powered creative tools. These newcomers represent incremental demand that streaming platforms couldn&rsquo;t previously capture. For them, creative isn&rsquo;t a distraction &mdash; it&rsquo;s the gateway to participation.<\/li>\r\n \t<li><strong> Helping experts upgrade their gear.&nbsp;<\/strong>Established advertisers with existing linear creative are like experienced skiers bringing their own equipment. It works, but it&rsquo;s built for a different mountain. Modern creative tools &mdash; dynamic templates, influencer integrations, contextual adaptation &mdash; represent a performance upgrade. The more responsive, personalized, and varied their creative, the better their results.<\/li>\r\n<\/ol>\r\n<h2 class=\"wp-block-heading\"><strong>Breaking the Linear Bias<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">One reason creative tech can be misunderstood is because many buyers still think in linear TV terms. Linear creative is expensive, static, and planned months ahead of a buy. CTV creative, by contrast, can be assembled quickly, personalized dynamically, and optimized in real time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A buyer relying on two versions of a 15-second spot is like skiing with old gear on a powder day \u2014 possible, but limiting. A buyer using creative tech can run an adaptive portfolio of assets that respond to audience data, context, and even emotional tone. That\u2019s how performance scales.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Next Evolution<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Display once evolved from fixed placements to programmatic targeting. CTV is evolving in the same way \u2014 from static ad pods to dynamic, creative-driven experiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The lesson from the ski hill is simple: don\u2019t just sell lift tickets. Provide the equipment that makes every run better. Platforms that treat creative tech as a core part of their value proposition \u2014 and prove its impact on performance \u2014 will lead the next phase of growth in streaming media sales.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Display once evolved from fixed placements to programmatic targeting. CTV is evolving in the same way \u2014 from static ad pods to dynamic, creative-driven experiences.<\/p>\n","protected":false},"author":7,"featured_media":9719,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[10],"topics":[2],"class_list":["post-9718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Creative Tech Fits in Streaming Media Sales | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-creative-tech-fits-in-streaming-media-sales\/9718\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Creative Tech Fits in Streaming Media Sales\" \/>\n<meta property=\"og:description\" content=\"Display once evolved from fixed placements to programmatic targeting. 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