Data is easily twisted to support different narratives, especially when it comes to TV attribution. That’s why relying on multiple models for measurement is essential to fully understanding how TV impacts your business.In this episode, we’re talking with Matt Hultgren, Marketing Architects' own Vice President of Analytics, and Pete McGuire, Chief Marketing Officer at 1-800-HANSONS, about how to holistically measure TV advertising.Topics covered:How digital has made TV more data drivenThe challenges of TV attributionWhy using multiple models is key to measurement Order our new book on TV advertising: https://www.marketingarchitects.com/bookResource: 2016 HBR Article Tune into more TV advertising insights by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.Listening on a desktop & can’t see the links? Just search for TV Advertising Blueprints in your favorite podcast player.
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19:07
Are Advertisers in Control?
As the industry focuses more on TV’s measurability and accountability, advertisers need to use the data they collect to design campaigns optimized for the audience experience.In this episode, we chat with Jo Kinsella, President of TVSquared, and Joel Kalinowski, VP of Conversion Rate Optimization at Marketing Architects, about how the industry is recognizing the value of transparent metrics.We discuss:The early lack of interest in measuring and optimizing TV,How new viewing habits have created new challenges for advertisers,What it takes to put together a successful, measurable, performance-driven campaign.The growing importance of focusing on optimization Order our new book on TV advertising: https://www.marketingarchitects.com/bookTune into more TV advertising insights by subscribing to the show on Apple Podcasts,Spotify, or wherever you listen to podcasts.Listening on a desktop & can’t see the links? Just search for TV Advertising Blueprints in your favorite podcast player.
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21:37
Is Media a Mess?
The media marketplace is growing increasingly complicated, fragmented, and challenging for marketers to navigate. Fortunately, AI and automation are equipped to manage the chaos.In this episode, we chat with Catherine Walstad, Vice President, MA Media at Marketing Architects, about how to make sense of the media landscape. Plus, we speak with Annika, a particularly helpful artificial intelligence that powers Marketing Architects’ media-buying platform.We discuss:The ever-evolving challenges of streamingHow streaming is affecting the entire industryThe 3 different marketplaces for TV inventoryHow technology is part of the mess, but also the solution Order our new book on TV advertising: https://www.marketingarchitects.com/bookTune into more TV advertising insights by subscribing to the show on Apple Podcasts,Spotify, or wherever you listen to podcasts.Listening on a desktop & can’t see the links? Just search for TV Advertising Blueprints in your favorite podcast player.
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19:54
Does Award-Winning Creative Actually Win?
For performance marketers, having the right creative is essential. That’s why conducting research and pretesting to better understand the consumer are more important than winning awards—and ultimately will be better for the bottom line.In this episode, we’re talking with Rob DeMars, Chief Creative Officer at Marketing Architects, about how to develop commercials that drive results.Topics covered:Why high production value doesn’t necessarily lead to better performanceWhy savvy marketers pretest creativeMarketing Architect’s five-step approach to developing creative Order our new book on TV advertising: https://www.marketingarchitects.com/bookResource: “There’s a gulf between how consumers and and how marketers think they act:Ipsos” by The MessageTune into more TV advertising insights by subscribing to the show on Apple Podcasts,Spotify, or wherever you listen to podcasts.Listening on a desktop & can’t see the links? Just search for TV Advertising Blueprints in your favorite podcast player.
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21:09
What Makes a Strong Strategy?
Strategy is a vital part of any marketing campaign. But for a channel as powerful as TV, it's especially important to invest in optimizing your messaging, positioning, and target audience. Not doing so could mean missing out on major opportunities.In this episode, we chat with Catrina McAuliffe, SVP of Brand Strategy at Marketing Architects, about the value of using data and research to inform strategy. Plus, we connect with Kim Lesinski, AVP of Integrated Marketing at Physicians Mutual Insurance Company to learn from an active campaign.We discuss:Why strategy is so important, especially in TVHow the industry has evolved to base decisions on dataThe performance brief processWhy ongoing optimization is key to strategy Order our new book on TV advertising: https://www.marketingarchitects.com/bookTune into more TV advertising insights by subscribing to the show on Apple Podcasts,Spotify, or wherever you listen to podcasts.Listening on a desktop & can’t see the links? Just search for TV Advertising Blueprints in your favorite podcast player.
Acerca de TV Advertising Blueprints: Building Brands and Driving Sales
Is TV dead? What value should I expect from a national TV campaign? Isn’t digital easier? The truth is, there is still a ton of power in TV advertising—even in the digital age. Unlocking that power may seem daunting at first and, of course, comes with a whole host of questions… TV Advertising Blueprints is a show dedicated to answering those questions and giving you insights, strategies, and tactics to make sure your investment pays off. Because with the right blueprint, TV advertising can entirely transform your business. So, join us as we draw on our experience and gather insights from other marketing experts to lay out winning plans for TV advertising success.
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