In this episode of The Advertising Forum sponsored by Tatari, host Sam Khoury (Chief Strategy Officer and Co-Founder, Marketecture Media) is joined by Amanda DeVito, CMO at Butler/Till, to discuss how agencies are evolving their approach to video in a fragmented media landscape.
Amanda explains why Butler/Till has long approached video strategy from an outcomes-first perspective, focusing on business objectives before deciding on channels. Rather than separating TV, CTV, and digital video into different silos, the agency builds strategies around the full video ecosystem and adjusts based on performance data.
The conversation also covers how agency structure can shape media strategy, why planning conversations often determine campaign success before a buy even happens, and why the real shift happening in the industry isn’t the decline of TV but the collapse of outdated channel silos.
Topics include:
- The shift from channel-based planning to outcome-based planning
- What performance video actually means in practice
- Why agency planning philosophy matters more than buying power
- How brands should think about TV, CTV, and digital video together
- Why the industry’s media silos are finally disappearing
