Talks With Teads | Charts and Darts on the Future of CTV and AI in Advertising

The further we ventured into the new year, the more the media and advertising landscape continued to shift beneath our feet. This shift was the central theme of our latest “Talks with Teads” segment.

Natalie Bastian, Global CMO at Teads, had the pleasure of delving into the evolving realms of connected TV (CTV) and artificial intelligence (AI) with Brian Lerche, Co-Founder and Digital Lead at Charts and Darts.

Here are the takeaways

The CTV Revolution

Connected TV is not a newcomer on the media stage, but its role and impact are indeed undergoing a transformation. Brian shed light on how Charts and Darts, a boutique agency known for its harmonious blend of creative and media strategies, navigates the CTV landscape. The agency’s focus on digital transformation has positioned CTV as an invaluable tool in their arsenal, as Brian highlighted, addressing many challenges of traditional TV advertising with its speed, efficiency, and measurable impact.

For legacy brands traditionally wary of the hefty price tags and nebulous metrics of TV advertising, CTV presents an accessible gateway to digital precision and performance.

Brian shared compelling narratives of brands utilizing CTV’s agility and effectiveness to transition from trial campaigns to robust, always-on strategies within months. Lerche, expresses, “Embracing CTV unveils a realm of possibilities far beyond the limitations of traditional TV, characterized by unparalleled speed, efficiency, and measurable impact. Guiding legacy brands through their initial resistance, we demonstrate the transformative power of CTV—from concept to creative execution, through to third-party validated studies. This year-long exploration of advertising’s potential has revealed not only increased recall rates, but the very essence of what modern advertising can achieve.

Embracing AI in Advertising

The conversation then pivoted to the burgeoning role of AI in advertising, a topic that’s been generating buzz across the CES floors. Brian emphasized the complementary nature of generative AI to the predictive algorithms that digital natives have been leveraging for years. The ability of AI to rapidly analyze creative elements, match them with insights, and execute actionable strategies in real-time heralds a new era of efficiency in advertising.

Generative AI, in particular, is poised to revolutionize how creative output is tailored to specific KPIs, offering unprecedented speed in optimizing and iterating campaigns. This technological leap enables brands to adapt to consumer perceptions and behaviors swiftly, ensuring that marketing efforts are always aligned with the latest trends and data.

Beyond the Hype: CTV & AI Deliver Results

Our discussion with Brian Lerche also underscored a key theme: the barriers to entry for both CTV and AI in advertising are lowering each year. This democratization of technology invites brands of all sizes to explore, experiment, and ultimately, thrive in the digital landscape. Brian’s parting advice was a call to action for brands to take calculated risks, learn quickly from the outcomes, and continuously iterate on their strategies.

As we wrapped up our talk, it was clear that the future of advertising lies in embracing these technological advancements. CTV and AI not only offer new opportunities for reaching and engaging audiences but also challenge brands to evolve, innovate, and take bold steps into the future.

Contact us to learn more about exploring the cutting-edge intersection of media strategies, CTV, and AI.

Watch our other Talks With Teads series covering Cookieless, Data, Measurement and More.