CTV Advertising Market: Swayable's Jenny Wall on CTV's Mid-Funnel Role

Jenny Wall, newly appointed Chief Growth Officer at Swayable, discusses the growing focus on performance in CTV advertising, but stresses the enduring importance of mid-funnel brand building. She highlights that while performance marketing is gaining attention, creating demand through creative and upper-funnel strategies remains crucial. Wall sees AI as a decision-support tool rather than a replacement for human creativity, and notes that clean rooms and identity graphs are enabling better outcome measurement. She argues that CTV should be priced as premium TV, not undervalued digital, and that mid-funnel strategies will rival programmatic in importance. Swayable hired Brian Lawrence as CRO, forming a leadership trio with CEO James Slezak to drive growth.