As TV advertising and ad tech continues to develop and mature, the channel has become a strategic way to diversify a brand’s marketing mix as digital becomes less effective at driving response.
According to “The Future of TV Advertising,” from Marketing Architects, TV advertising that drives short-term sales activation without sacrificing brand-building can only occur when brands shelve the standard approach and instead optimize their campaigns for strategy, creative, media, conversion and analytics. Brands like Nuts.com, Touch of Modern and 1-800-Hansons are building performance campaigns around CTV and linear television, using them to measure viewership and ad performance while gathering actionable targeting data.
Insights from case studies include:
- Nuts.com recognized TV’s potential to reach new customers and pivoted its messaging to appeal to a larger audience, resulting in a company growth record of new customers.
- DTC brand Touch of Modern tested new TV creative that positioned the startup as a lifestyle brand and included a call to action, bringing in a lift in sales, an increase in average order value (AOV) and a decrease in cost per customer.
- Survey data showed that TV’s effect was 5 times greater for home improvement remodeler 1-800-Hansons than could be measured by phone calls alone, resulting in a lower cost-per-lead than originally calculated.
Television has evolved to include more opportunities for performance marketers. Download the report today.