In this episode of The Advertising Forum sponsored by Tatari, Jeremy Bloom (CEO and Co-Founder, Marketecture Media), speaks with Scott Ensign, Chief Strategy Officer at Butler/Till, about how agencies are navigating the rapidly evolving CTV ecosystem.
Butler/Till, a 100% female-owned and employee-owned independent agency, has long taken a digital-first and audience-first approach to media strategy. Scott explains how the agency evaluates CTV for both performance and brand impact, balancing precision targeting with the scale and reach required for meaningful campaigns.
They also discuss how agencies think about direct vs. audience-based buying in CTV, why reach still matters when it’s aligned with the right audience, and how Butler/Till is helping clients experiment with AI, automation, and new media opportunities through dedicated innovation funds.
Topics include:
- Evaluating CTV for both branding and performance
- Balancing audience targeting with scale and reach
- The evolving mix of direct and audience-based buying
- Why premium environments and quality inventory matter
- How agencies are testing AI and automation through innovation programs
