From D2C to CTV: Nik Sharma and James Borow on Reinventing TV Advertising at Marketecture Live

Marketecture: Get Smart. Fast.

Nik Sharma, CEO, Sharma Brands, and James Borow, VP, Product & Engineering, Comcast, explore how direct-to-consumer performance tactics are transforming traditional TV advertising. Recorded at Marketecture Live, they discuss the rise of real-time measurement, the merging of walled gardens and open web ecosystems, and how Universal Ads is making TV as accessible and data-driven as social platforms. The conversation highlights creative testing, AI’s growing role in production, and what marketers need to unlearn to thrive in the next phase of connected TV.

Takeaways

• Direct-to-consumer brands are driving a shift toward more measurable, performance-focused TV advertising.

• The creative process for TV is moving closer to social media’s rapid testing and iteration model.

• Lower production barriers and ad tech integration are making TV more accessible to smaller brands.

• Incrementality and third-party measurement are replacing outdated metrics and first-party trust.

• Creative quality and adaptability now matter more than expensive, polished production.

• TV’s role is increasingly about amplifying social campaigns and driving results on mobile.

• AI is unlocking faster creative workflows, but still requires human direction and testing.

• CMOs need to think like measurement product managers, balancing creativity with data literacy.

• The future of TV advertising lies in accessibility, automation, and integration with digital platforms.

Chapter

00:00 Introduction and Background of Nik Sharma and James Borow

02:00 Understanding D2C Brands and Their Approach to Ad Tech

03:30 Why Now Is the Moment to Rethink TV Advertising

05:00 The Shift from Brand Spend to Performance-Driven TV

06:30 Integrating TV into a Modern Media Mix

08:00 How Ad Tech Evolution Made TV Accessible

09:30 From Polished Commercials to Test-and-Learn Creative Models

12:00 TV as the Second Screen and the Rise of Social-Led Storytelling

14:00 Changing Creative Standards Across TV and Social Platforms

15:30 What CMOs Need to Unlearn About TV Buying

17:00 The Role of AI and Automation in Modern TV Advertising

18:30 The Future of Generative AI in Creative Production

19:00 Career Advice for the Next Generation in Ad Tech

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