Contextual CTV Is Getting Smarter: Jess Brown on AI, Live Moments, and Creative That Actually Fits
Contextual targeting in CTV is moving from broad categories to real meaning. Jess Brown of WPP Media sees three priorities: scale relevance with AI, bring context into live moments, and connect it all with creative that fits the scene.
Her focus heading into CES is clear: use AI to pick content with nuance, respond in real time during live programming, and align creative so it feels like part of the experience-not a cutaway.
AI as the Engine of Scaled Context
Brown says WPP teams already find content that aligns closely with a brand's tone and goals. The next challenge is scale. AI can move beyond keywords and basic topics to read sentiment, subtext, and intent across thousands of shows.
That means smarter inventory, faster learning, and less wasted spend on poor-fit placements.
Real-Time Context in Live Environments
Live sports and events are still underused for contextual relevance. The opportunity is to understand what's happening on screen-right now-and match messaging that makes sense in the moment.
Think: momentum shifts, player milestones, or event beats that frame how your ad lands with the viewer. This is bigger than on-demand libraries.
Creative as the Connector
The content does the setup; creative delivers the payoff. Brown pushes for ads that carry the same sentiment and tone as what's on screen so they feel natural, not jarring.
Right message, right audience, right environment-and the right feeling to match the moment.
What Early Tests Show
Contextually aligned campaigns are lifting unaided awareness, increasing search activity, and improving targeting efficiency. Viewers also report liking the ads more when they match the mood of the content.
Brand Safety, Suitability, and Granular Signals
Too many brands still block entire apps because they can't see what's inside. With richer content-level signals, decisions can be made at the show or episode level.
That means fewer blunt blocks and better control over suitability without limiting reach.
Episode-Level Buying Needs New Creative Thinking
Show- and episode-level planning isn't at the scale of audience buying yet. But it's key for real-time relevance.
You can't run one mass creative across all contexts. You need variations by sentiment, tone, look, and pacing. More creative work, yes-but better results.
How AI Changes CTV for Marketers
- Planning: Find content that aligns on sentiment and deeper signals, not just tags and keywords.
- Optimization: Tools like WPP's Data Analyzer surface which context + creative combos perform best, live or post-campaign.
- Creative versioning: AI helps generate, test, and manage the volume of versions needed for different contexts and audiences.
Building the CTV Data Partnerships of 2026
The goal is tighter alignment between audience data and content data. Combine who the viewer is with what they're watching and the mindset they're in, then connect that to supply decisions and the creative they see.
This requires better metadata, consistent standards, and partners who can deliver show-level transparency. Companies like Gracenote are central to that effort.
What to Do Next
- Audit your CTV partners for content-level signals (sentiment, tone, moments, live triggers).
- Run a live-programming pilot: tie creative swaps to in-game or event signals and measure lift.
- Rebuild your creative toolkit for modularity-hooks, offers, CTAs, VO-so you can swap by context.
- Set expectations on measurement: include brand lift, search lift, and attention metrics by context.
- Revise brand safety rules to show/episode-level where possible; cut app-wide blocks where you can.
- Upskill your team on AI-assisted planning and versioning with practical, marketing-focused training. Consider this AI certification for marketing specialists.
You're watching "The Road to CES 2026: Planning and Buying CTV the Way Viewers Watch," a Beet.TV Leadership Series, presented by Gracenote.
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