By Craig Chinn, SVP, Advertising Sales, Americas
This year at Advertising Week New York, I had the privilege of moderating a conversation that brought together some of the brightest minds in media and advertising — Brad Quinn (KERV.ai), Rick Welch (Minerva.io, CleanTap.ai), and Jeanine Skaats (Spark Foundry)— to explore what truly defines great advertising today.
Our discussion made one thing clear: in a world where consumers have more control than ever, advertising that feels like great content wins every time.
Linear and CTV: The Ultimate Power Couple
Linear and CTV are the ultimate dynamic duo. Linear TV remains the unrivaled reach powerhouse — the home of cultural moments that define the zeitgeist — while CTV delivers precision, personalization, and contextual relevance.
When combined, the two form a convergent video strategy that amplifies both scale and performance. This is exactly where TiVo’s mission comes in: helping advertisers reach audiences across every screen, uniting linear, streaming, and digital into one connected ecosystem.
Relevance Over Reach — and the Role of AI
Consumers don’t hate ads — they hate irrelevance and inconvenience. It’s not about eliminating advertising; it’s about making it relevant.
Today’s technology finally allows us to do that at scale. AI and contextual analysis can help creatives “read the room” — understanding the tone of a program and matching ad messaging accordingly. Imagine seeing a travel ad while watching a destination show, or a lifestyle ad aligned with a feel-good reality series. That’s not coincidence — that’s intelligent context in action.
Frictionless Planning and Smarter Storytelling
The advertising industry has evolved from chasing reach to engineering relevance. TIt’s critical to reduce friction for both the viewer and the buyer — making ads feel less like interruptions and more like value-driven storytelling moments.
As an industry, we’ve spent years trying to bridge linear and digital — and we’re finally seeing it all come together. The convergence of audience data, creative flexibility, and cross-platform measurement is transforming how we plan, deliver, and measure impact.
The Future: Creative That Reads the Room
The next frontier lies in adaptive creativity — advertising that can sense the context, adapt to the tone, and even invite interaction when the moment is right. Because when advertising and content work in harmony, everyone wins — brands, publishers, and most importantly, audiences.
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