Webinar: Why TV Works Harder with Brand AND Sales Goals

Marketers have been told to choose. Build the brand or drive sales. Play the long game or deliver results now. 

But that’s a false choice. And according to marketing research, it’s holding brands back. 

Studies from WARC, the IPA, and marketing effectiveness experts Les Binet and Peter Field show that balancing brand and performance drives the strongest business results. Brands that over-invest in short-term tactics often see ROI decline over time, while balanced campaigns grow more efficiently, and at scale. 

Without brand, you’re chasing conversions without context. Without performance, you’re building equity with no path to revenue. 

In this Adweek webinar, Marketing Architects CEO Angela Voss and CMO Elena Jasper explore how TV delivers measurable business impact at every stage of the funnel. Their advice? Stop thinking in silos and start building full-funnel campaigns that grow both brand and revenue.  

 

Stop chasing false choices.

Creativity vs. data. Digital vs. traditional. Brand vs. sales. Marketers love a good debate, but these either/or battles distract from what actually drives growth. TV is the rare channel that can move hearts and drive clicks. But only if you build campaigns that are strategically designed to do both.  

 

Reach beyond your bullseye target.

If you’re only targeting the 5% of buyers in-market today, you’re leaving future growth behind. The 95/5 rule is a reminder that most customers aren’t open to buying yet, but they will be. TV’s broad reach makes it an excellent channel for capturing light buyers and building lasting mental availability.

 

Create campaigns that inspire and perform.

TV’s superpower? Emotion. But emotional storytelling doesn’t mean skipping the CTA. Great TV creative should do both. That means investing in distinctive brand assets and clear calls to action, then pretesting to validate effectiveness. Creative accountability means inspiring action and proving it worked. 

 

Get more from your media.

TV isn’t too expensive. It’s too often bought inefficiently. With media-buying AI tools, advertisers can cut CPMs, eliminate fees, and optimize buys across both linear and streaming TV. The result? Campaigns that cost less and do more.