By Casey Saran, CEO Spaceback
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.
Peter Hamilton at Roku recently cautioned that banking too much on creative tech “can be a mistake,” suggesting that creative tools can become shiny distractions from what really drives deals — placement, pricing, and performance.
There’s truth in that warning. But creative technology isn’t a distraction when it’s done right — it’s equipment that helps advertisers perform better on the hill.
(Maybe I’m just excited for ski season, but the analogy feels hard to ignore.)
The Ski Resort Analogy
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 — or in this case, creative tech — as an optional add-on, even a distraction from the “real” business. But that misses the point.
At Whistler, renting skis doesn’t take focus away from selling lift tickets. It helps more people 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.
Creative tech plays the same role for streaming platforms. It lowers barriers for new advertisers and improves performance for existing ones. It’s an integral part of the experience, not an accessory.
Owning the Full Experience
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.
The streamers that win will be those who “own their ski rentals” — 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.
Creative Tech as a Performance Engine
Creative tech delivers measurable value in two ways — for new advertisers and seasoned buyers alike.
- Bringing new skiers to the hill. Advertisers without existing video assets can now enter CTV thanks to AI-powered creative tools. These newcomers represent incremental demand that streaming platforms couldn’t previously capture. For them, creative isn’t a distraction — it’s the gateway to participation.
- Helping experts upgrade their gear. Established advertisers with existing linear creative are like experienced skiers bringing their own equipment. It works, but it’s built for a different mountain. Modern creative tools — dynamic templates, influencer integrations, contextual adaptation — represent a performance upgrade. The more responsive, personalized, and varied their creative, the better their results.
Breaking the Linear Bias
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.
A buyer relying on two versions of a 15-second spot is like skiing with old gear on a powder day — 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’s how performance scales.
The Next Evolution
Display once evolved from fixed placements to programmatic targeting. CTV is evolving in the same way — from static ad pods to dynamic, creative-driven experiences.
The lesson from the ski hill is simple: don’t 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 — and prove its impact on performance — will lead the next phase of growth in streaming media sales.
