In this episode, Vinny Rinaldi, Vice President of Media and Marketing Technology at Hershey, discusses the evolution of creative storytelling in Connected TV (CTV) compared to traditional television. He emphasizes the importance of data and technology in creating personalized and interactive advertising experiences. Vinny shares insights on innovative ad formats, the balance between creativity and measurable impact, and the future of adaptive creative strategies that enhance brand presence without interrupting viewer engagement.

Takeaways

• Creative storytelling is evolving with CTV.

• Traditional TV was always the same message to everybody.

• We can design ads for personalized moments.

• Innovative ad formats help us stand out.

• The best creative today is designed to perform.

• Distinctiveness over ubiquity is our priority.

• We're not just chasing the impression anymore.

• Adaptive creative at scale is the future.

• Seamless connection and conversion opportunities are key.

• The hero spot isn't dead, just part of a broader system.

Chapters

00:00 The Evolution of Creative Storytelling in CTV

03:04 Innovative Ad Formats and Brand Integration

05:45 Balancing Creativity with Measurable Impact

09:01 The Future of Adaptive Creative and Brand Presence