Welcome back to tvScientist Spotlight, our series highlighting the brilliant minds behind tvScientific.
The Partnership Pro Who's Changing the CTV Game
Innovation doesn’t happen without people willing to champion it. And at tvScientific, Morgan Bell-Schildt is one of those champions.
As a Senior Partnerships Manager, she spends her days introducing brands and agencies to something they’ve never seen before: CTV on an affiliate model. (Yep, TV that works like digital, where you only pay for results.)
With more than 15 years of digital marketing under her belt, Morgan has seen plenty of buzzwords, trends, and shiny new platforms come and go. But she also knows the difference between hype and something real. And right now, she’s in the middle of one of those rare moments: helping the industry rethink what’s possible on television.
From Affiliate Marketing to CTV Innovation
Morgan’s journey to tvScientific started in her affiliate agency days. While pitching the tvScientific platform to clients, she dug into the data, the incrementality testing, and the measurement, and thought: “This is absolutely bonkers that they have figured out Performance TV.”
That excitement soon led her to tvScientific, turning curiosity into a career move. Sometimes the best opportunities start with recognizing something revolutionary when you see it.
Busting the Brand Awareness Myth
Ask Morgan about the biggest misconception she hears, and she doesn’t hesitate: “TV is just for brand awareness,” she says, citing the myth she loves to debunk.
“tvScientific is blowing up all the perceptions of TV advertising. When I educate brands and agencies about our Guaranteed Outcomes model, it’s always fun to see their faces when they realize we actually figured it out.” It’s a reaction she never gets tired of. After all, tvScientific is first-to-market with a pay-per-outcome model that flips the old rules on their head.
Instead of shelling out for vague “exposure,” brands only pay when commercials deliver real results: whether that's clicks, installs, impressions, sales, traffic, or anything else that matters to their business. That Guaranteed Outcomes approach turns TV from only a brand awareness play into a performance channel that fuels the entire marketing funnel.
It's especially powerful heading into the holiday rush, which is why Morgan's been sharing tvScientific's Holiday Trends Report with brands gearing up for Black Friday and Cyber Monday. "Brands want to know where to allocate that extra budget when it matters most," she says, whether that's doubling down on Hallmark marathons, Hulu binges, or Sunday night football where their customers are already glued. The report, packed with insights from 600+ marketers on how they're spending in Q4, reveals that CTV is now the #2 most-used channel for holiday campaigns.
The Incrementality Obsession
For Morgan, the real magic of Performance TV isn’t just sharper targeting or creative testing. It’s finally being able to answer the question every marketer asks: “Is CTV incremental?”
Morgan explains how directional analyses can point to results after 30–40 days of CPA data, but she is especially passionate about tvScientific’s PSA and geo-lift testing. “These two tests are done in a highly controlled environment. You work with our statistician and our data science team and it truly answers the question: is CTV incremental for my business?”
Her obsession with statistical significance – “stat sig,” as she calls it – drives her daily work. And when those incrementality results come back positive? “That’s always certainly a time to celebrate.”
So when we asked Morgan what she’d have AI tackle in her personal life, her answer fit right in: “It would be to immediately alert me when I’m near the best espresso martini in town… or the best brewery.”
It’s a wish many can relate to, and one that would certainly come in handy when celebrating those positive incrementality results.
Solving the Google Algorithm Crisis
Morgan's conversations with brands tell the story of an industry in transition. Across her countless calls with marketers and advertisers, she's hearing the same pain point repeatedly: Google's algorithm changes. The shifts in AI and search algorithms have pushed content creators down search pages.
“We’ve had a lot of our brands come to us with frustrations around the shifts that have been made with Google’s AI, and how that’s been negatively impacting their new customer pipeline,” Morgan observes. This is where tvScientific's sophisticated targeting capabilities shine, helping brands reach net-new customers through high-quality commercials on big screens, tablets, or phones.
The solution goes beyond just reaching new audiences. tvScientific's team can transform even user generated content and influencer videos into TV commercials, getting those content creators onto the big screen where they can resonate with the right audience and drive conversions. It's a perfect example of how Performance TV adapts to solve real marketing challenges.
Reality TV Meets Performance TV
Even the biggest champions of Performance TV need a break. For Morgan, that sometimes means streaming Bravo on Peacock, where Below Deck and The Real Housewives provide the perfect reset before diving back into data.
But inspiration doesn’t just come from downtime. Some of Morgan’s best ideas spark while walking her dog Porter, reminding her that creativity doesn’t always happen at a desk.
And beyond those brainstorming walks, she finds motivation in the voices she listens to outside of work. “I personally love any podcast that celebrates women in leadership or women leading in the marketing industry. I truly believe that representation matters, and nothing motivates me more than seeing women owning the room, breaking barriers, and paving the way for the next generation.”
Living the tvScientific Culture
What surprised Morgan most about tvScientific isn't the innovative technology or the industry-first approach. It's the people.
"I am surrounded by the smartest, kindest, and hardest working people in the business. I'm always just so in awe of the team that we've built at tvScientific, the folks that took a leap to come to tvScientific to build something that no one else has done before."
It's that pioneering spirit that defines the tvScientific culture. "How many people can actually say that we're the ones that rocked a marketing channel and made it evolve into something even better?"
From affiliate marketing agencies to the forefront of CTV innovation, Morgan embodies the perfect blend of industry expertise, authentic curiosity, and genuine passion for solving marketer challenges.
She's proof that the future of Performance TV is not just measurable and incremental, it's led by people who bring both statistical rigor and human connection to everything they do (even if they do need their Bravo breaks).
Interested in becoming a tvScientist? Apply here.
