A whole new way to think about TV advertising

TV advertising has ruled the media roost for 75 years. Now, advances in targeting and product placement are re-writing the playbook.

By ,
Head of Content & Media
Published on April 22, 2026 • Last updated on April 22, 2026 • 2 minutes read

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    Television has dominated the advertising market for the better part of 75 years, despite an explosion in channels and an entire makeover of the media landscape.

    Despite advances in targeting through CTV, we know consumers will skip ads when it’s possible. As a result, TV advertisers are seeing ROAS go down and fewer opportunities to insert more ads into content. 

    Advances in AI now allow advertisers to insert their products and brands into TV content in a programmatic-like way, on short notice, with targeting, adding a new wrinkle to a medium that’s ruled the ad market for three quarters of a century.

    In this episode, we’re talking to Cory Treffiletti, CMO of Rembrand, about a whole new playbook for television advertising.

    Episode guide

    1:18: Meet Cory Treffiletti
    2:00: What does the longevity of TV advertising say about the medium and its results?
    4:17: Why has TV advertising focused on interruption, which degrades the viewer experience?
    6:07: What does the TV advertising playbook for 2026 and beyond look like? And does it satisfy both advertisers and viewers?
    7:50: Product placement in TV is evolving
    10:45: How does a new TV advertising model look to the finance people? How does it improve ROAS? Does it ask for significantly more budget?

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    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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