Volume 2 No. 4: Is TV a performance marketer's dream?

Mayhem, the Geico Gecko, Flo... You’d be hard pressed to find an adult who doesn’t have these characters burned into their memory.

There’s a marketing channel you can blame for that (hint: it’s the subject of this newsletter).

The memorability of these characters is often used as a demonstration of TV’s influence. But TV has another, lesser-known superpower: Driving immediate, measurable sales.

 

   Marketing Myths   

TV isn't a performance channel.

Each week, we break down a common misconception around TV advertising.

TV is known for its brand-building abilities, and for good reason. The storytelling power of video plus TV’s massive reach has made it the top channel for famous brands.

But direct response advertisers have depended on TV to drive sales for decades. And new technology developed alongside an evolving Streaming TV landscape has made modern TV more performance-driven than ever before.

However, the industry’s advancements don’t change a fundamental truth about TV: It’s hard to measure.

The things we love about TV—the extra audiences we reach, conversations we start, and memory structures we build, are inherently difficult to quantify. Here’s how to solve that.

Set goals from the get-go. Define success for your brand on TV. There are dozens of metrics you can track, from customer acquisition cost to brand lift. Determine which are most important to you and ensure you can read them accurately.

Have a clear call to action. What are you driving your customers to do? Asking them to go to a URL, send a text, or scan a QR code can make quantifying TV performance easier.

Work with top teams and technology. The worst result from a TV campaign is not receiving no response, it’s not knowing if there was a response. Work with an experienced team of data scientists to capitalize on new TV measurement technologies.

What's the takeaway? TV becomes more performance-driven every day. The key for marketers is understanding how to accurately measure both the short- and long-term impacts of TV.

 

  Advertising Answers  

Question: Does TV advertising increase sales?

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: “Yes, of course, it does. It's true that TV is unmatched when it comes to building awareness, but TV can also drive immediate sales with ROIs that align with the expectations marketing teams are under these days. 88% of TV viewers watch while using another device, so you have this perfect combination of a viewing device and a shopping device all in one setting. That really allows consumers to engage with and purchase from brands they see on TV. So marketers should look at TV as a full-funnel solution. It drives trackable, immediate sales for in-market consumers, and it also drives future demand by building awareness and intent for years to come.”

— Angela Voss, Chief Client Officer

Angela helps marketers make bold moves to grow their brands with TV. Her interest in TV can be traced all the way back to high school when she was featured on an episode of the Howie Mandel Show.

 

  Channel Changers  

Watch: Marketing Ideas Show

Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.

An oldie but a goodie... Professor Byron Sharp is well-known for his marketing myth-busting. In this interview, Sharp covers why tight targeting leads to missing out on key customer groups, how much audience overlap you truly have with your competition, the heavy-buyer fallacy, and more.

Our favorite insight? Reach is paramount. Most of a typical brand’s customers are light category buyers. Consistently reminding them you exist is critical to long-term success.

 

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