Webinar: TV as a Growth Engine

What if the problem isn’t that your brand campaigns don’t drive sales? Or that your performance marketing doesn’t build brand? 

What if the problem is thinking you have to choose? Especially on TV. 

That’s the question posed in “TV as a Growth Engine,” a webinar hosted by CommerceNext with leaders from Cuyana, ThirdLove, U Beauty, Forrester, and Marketing Architects. 

 

Brand and performance aren’t rivals. They’re allies. 

For years, marketers split efforts between two worlds. Brand for the long game. Performance for the short win. 

But the divide isn’t serving us anymore. 

According to WARC and Analytic Partners, brands that shift to a balanced mix of brand and performance spend increase ad-driven revenue by 25% to 100%. Brands that invest too heavily into short-term performance see declining results over time. But pairing performance with brand creates a multiplier effect. Think long-term growth with short-term accountability. 

TV can do exactly this. Devan Futterer, VP of Strategic Growth at Marketing Architects explained that modern TV campaigns are designed to deliver on full-funnel goals: “Brand makes performance work harder. And performance amplifies the brand.” 

 

TV’s greatest strength is reach. 

It’s easy to default to hyper-targeting, especially in digital advertising. But on TV, narrowing your audience too far can backfire.  

The more you tighten the target, the faster you saturate it. TV’s power comes from reach, which includes light buyers and even influencers who help others make buying decisions. Target too narrowly, and you miss the people who would’ve told your buyer to try you. 

Max Lishansky, CMO of Cuyana, echoed that sentiment, emphasizing how TV builds consideration well before a shopper’s ready to buy. "TV fuels the funnel," he said. And for brands who've plateaued in digital, TV is often the next logical growth lever. 

 

Effective TV campaigns are built for response. And built to last. 

Performance-focused creative doesn’t have to mean infomercial-style messaging. In fact, emotional storytelling helps drive response, not just brand.  

Amy Carr, CDMO of ThirdLove, stressed the importance of creative quality. Her tip: don’t overcomplicate. Hook the viewer early, land one core message, and make the CTA clear.  

That doesn’t mean sacrificing brand storytelling. You can build emotional resonance and drive response in the same ad. Moving hearts and driving clicks can work together. 

 

Measure what matters across the funnel. 

AJ Patel, SVP of Global Growth at U Beauty, brought a practical angle to the conversation: cost. With social CPMs rising and performance falling, more brands are turning to TV to lower CAC and build broader awareness. 

But that requires planning for measurement before launching your campaign. 

To prove TV’s true impact, use multiple models in parallel. Layer ACR, holdout tests, media mix modeling, and brand studies. That’s how brands identify lift in ROI and scale their TV investments with confidence. 

 

The takeaway? TV isn’t just for building brand. Or just for driving sales. With the right strategy, it does both. That means going broad with your reach, smart with your creative, and deliberate with your measurement. For marketers ready to move beyond digital plateaus, TV might just be your next growth engine.