In the bustling, caffeine-fueled chaos of the digital advertising world, Julian Zilberbrand stands out like a seasoned conductor in an orchestra of blinking screens and endless data streams. His journey from a Ukrainian-born kid, raised in the streets of Brooklyn, to a trailblazer in CTV advertising, is the stuff of modern legend. Forget the Marvel Cinematic Universe; Julian’s saga is more about grit, wit, and a relentless pursuit of innovation in a domain that’s constantly morphing under our feet.
Julian’s origin story reads like a gritty indie film. “I was born in Ukraine. My family came over when I was about one. We lived in Massachusetts for a few years, then moved to Brooklyn. I am, for the most part, Brooklyn raised.” It’s a tale of reinvention, much like the advertising landscape he now navigates with the precision of a maestro.
Brooklyn College played a pivotal role in his journey. It’s the unsung hero in many success stories, proving that quality education isn’t exclusive to Ivy League towers. “When I went there, it was a top 10 bang for your buck. We got an education for a reasonable price, which is more than I could say for what I’m going to have to pay for my kids’ school.” Julian’s pragmatism is refreshing, a nod to the real-world challenges we all face. Julian and I both went to Brooklyn College—proof that you don’t need Ivy League pretentiousness to make a mark.
Diving into the meat of CTV advertising, Julian painted a picture of an industry in flux, turbocharged by the pandemic. “The pandemic caused a quicker result of where it was going to go anyway. You have significantly smaller ad loads… you have to start thinking about ways that you could be innovative in terms of how you’re delivering, whether that’s more precise targeting or contextual targeting.” The pandemic didn’t just fast-track digital evolution; it threw it into warp speed, strapped it to a rocket, and sent it hurtling through the stratosphere.
Imagine the pre-pandemic advertising world as a snail leisurely crawling along a garden path. Enter COVID-19, and suddenly that snail is transformed into a cheetah on Red Bull. Gone are the days of bloated ad pods and one-size-fits-all commercials. Now, it’s all about finesse, precision, and making every second count like you’re running a high-stakes poker game.
Julian didn’t shy away from calling out the classic mistakes advertisers make when transitioning from traditional TV to CTV. It’s like they’ve been driving a vintage Cadillac, all smooth and steady on the highway, and suddenly, they’re behind the wheel of a Formula 1 car on a gravel road. They’re fishtailing all over the place, wondering why their tried-and-true methods aren’t cutting it anymore. “I think there’s a very big leap going from buying units to buying impressions… it’s a much more fragmented environment versus broadcasting cable.” It’s not just about changing gears; it’s about rethinking the entire journey. Welcome to the advertising equivalent of whiplash.
Traditional TV advertisers are like dinosaurs trying to operate an iPad. They’re used to the old-school method of buying ad slots in bulk, like they’re shopping at Costco. But in the world of CTV, it’s all about impressions. It’s like moving from buying entire herds of cattle to picking out the finest cuts of Kobe beef. Every impression counts, and there’s no room for the bloated, shotgun approach of yesteryear.
When the conversation turned to programmatic buying, Julian’s insights were razor-sharp. Programmatic buying isn’t just the new kid on the block; it’s the caffeine-addicted whiz kid who’s here to make everyone else look like they’re still playing with crayons. “There are three things that programmatic provides, whether it’s TV or otherwise: operational ease, quick optimization, and immediate access to information and data.” In other words, programmatic buying is the espresso shot that keeps advertisers alert and agile.
Imagine you’re running a marathon, but instead of water stations, there are espresso shots lined up along the way. That’s programmatic buying for you—constantly injecting energy, optimizing on the fly, and giving you the data to make split-second decisions. It’s like having a GPS that not only shows you the fastest route but also tells you where the potholes are, how to avoid them, and where the speed traps are set up. You’re not just running blind; you’re running with purpose, precision, and a damn good cup of coffee.
Julian’s point about operational ease is a game-changer. Forget the days of manual labor, where buying ads was akin to a medieval blacksmith hammering out swords. Programmatic buying is the sleek, automated factory where robots do the heavy lifting, and humans just supervise with a tablet in hand. It’s efficient, it’s effective, and it’s the future.
One of the most intriguing parts of our discussion was about monetizing CTV without alienating viewers. Julian highlighted, “What Peacock does with pause ads is really, really good.” This innovation is a game-changer, subtly blending ads into the viewing experience without jarring interruptions. It’s like finding a way to sneak vegetables into a kid’s meal without them noticing—brilliant and effective.
Julian also didn’t mince words about the frustrations of ad repetition. “I get a lot of Spanish ads, and you know what? I don’t speak a lick of Spanish.” The industry’s targeting algorithms still have a way to go, but Julian hinted at solutions on the horizon. Better frequency management and more precise targeting could soon make the annoyance of repetitive ads a relic of the past.
Looking ahead, Julian is bullish on the transformative power of AI in CTV. “AI is going to impact the speed and the depth of the ability to make decisions… AI’s going to impact the ability to deliver a much more comprehensive creative experience for the consumer.” AI isn’t just the next big thing; it’s the secret sauce that will revolutionize how ads are crafted, targeted, and experienced.
One of the key takeaways from Julian’s perspective is the importance of personalized engagement. “You have the opportunity to have a one-on-one conversation with your consumer. Make it impactful. Don’t just use the same creative that you might use general market in an addressable conversation.” It’s a clarion call for advertisers to elevate their game, to craft messages that resonate on a deeply personal level.
In a world where digital advertising is often seen as a necessary evil, Julian’s approach is a breath of fresh air. He’s not just pushing for more ads; he’s advocating for smarter, more meaningful engagements that respect the viewer’s time and intelligence. It’s a vision where advertising isn’t an intrusion but an enhancement, a seamless part of the content experience.
So, as we navigate this brave new world of CTV, Julian Zilberbrand stands as a guiding star, illuminating the path with insights that are as sharp as they are practical. His journey is a testament to the power of innovation, adaptability, and a relentless drive to push the boundaries of what’s possible. And in a landscape that’s changing faster than ever, those qualities aren’t just admirable—they’re essential.
