Volume 1 No. 4: Tips for planning your next TV buy
We’re often asked, “Is linear or CTV right for my brand?”
The answer? It depends. (Enlightening, I know).
But are you hoping to drive sales? Build brand awareness? Determine whether TV is a viable channel for your business?
Based on your goals, your optimal media plan could look very differently from another brand’s. But that doesn’t mean there aren’t common themes among high-performing campaigns.
In fact, there’s a lot you can do to set yourself up for success. Let’s dig in.
CTV performs better than with linear TV.
Each week, we break down a common misconception around TV advertising.
CTV is positioned as the next big thing for performance advertisers. After all, it’s a channel with both the emotive power of TV and the accountability of digital. Or is it?
When you bring digital capabilities into a new channel, digital’s downsides tag along. By leaning into precise targeting on streaming, you limit your reach and increase your expense.
By adding linear into your media plan, you fully capitalize on everything TV has to offer—reach, high visibility, and brand fame. And of course, brand fame translates into greater business returns overall.
But the benefits of using both linear and CTV aren’t just one-sided.
The data you collect from testing CTV can inform linear buys to help you more effectively reach the right audiences. And CTV connects your brand with cord-cutters who no longer watch linear.
Like tacos and Tuesdays, CTV and linear are better together.
What's the takeaway? If brand-building is part of your campaign goals, consider both streaming and linear TV in your media plan for maximum reach and performance. Also, it’s Tuesday... go get some tacos.
Question: Do my customers even watch TV?
We take the web’s most searched questions about TV advertising to a range of marketing experts who can’t help but love TV.
Answer: “When we look back at the year 2000—which I know is a long, long time ago—98% of US households had a TV set. And even though TV's popularity has been on the decline, Nielsen estimates the number of households with television sets has only dropped 2%. But having a TV is one thing, and using it is another story. We can be confident that's also happening given that TV reaches 70% of the population in a day. When you look at a whole week, that number jumps to 90%. And when you go to a month, that's almost 100%. So even with all the cord-cutting and CTV advertising we hear about, TV still holds the title of the most effective advertising medium.”
— Catherine Walstad, VP Media
Catherine’s love for technology and innovation means she’s usually exploring what’s next in media. But in her spare time, she can be found sailing around Minnesota’s lakes.
Watch: B2B Trends for the Contrarian Marketer
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
This webinar features LinkedIn’s marketing experts Peter Weinberg, Ty Heath, and Jon Lombardo. It was recorded in 2019, but the principles discussed have (in our humble opinion) only become more relevant. And they’re 100% applicable beyond B2B marketing.
Our favorite insight? The team presents a scenario where it’s better to choose a campaign with 11% ROI over one with 200% ROI. Yes, that feels horribly counterintuitive. Watch the video to see why it makes sense.
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