In this episode, Scott Porretti, president of Katz Digital, discusses the evolution of media and advertising, focusing on the convergence of audio and CTV. He emphasizes the importance of an audience-first approach, the role of creative in advertising, and the challenges and opportunities in the CTV space. Scott shares insights on audience targeting, measurement, and the significance of building trust with partners. The conversation concludes with advice for brands looking to navigate the changing landscape of advertising.
Takeaways:
- Scott Porretti has been with Katz Digital for 25 years, evolving through various roles.
- Katz Digital has a long legacy in media, adapting to changes in the industry.
- The company focuses on an audience-first approach to advertising.
- CTV and audio are converging, allowing for more targeted advertising.
- Understanding audience targeting is crucial for effective advertising campaigns.
- Creative plays a vital role in engaging consumers and driving action.
- Measurement and attribution are becoming increasingly important in advertising.
- Brands are encouraged to work with trusted partners for better results.
- The CTV market is growing rapidly, presenting new opportunities for advertisers.
- Continuous learning and adaptation are key to success in the advertising landscape.
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Chapters
- 00:00 Introduction to Katz Digital and Scott Porretti
- 03:01 The Evolution of Media and Advertising
- 05:47 Audience-First Approach in Advertising
- 09:04 The Convergence of CTV and Audio
- 11:58 Understanding Audience Targeting and Measurement
- 15:05 The Importance of Creative in Advertising
- 17:48 Challenges and Opportunities in CTV Advertising
- 20:57 Success Stories and Case Studies
- 23:43 Final Thoughts and Advice for Brands
