TV Advertising Blueprints: Building Brands and Driving Sales Marketing Architects

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 driven
The challenges of TV attribution
Why using multiple models is key to measurement 

Order our new book on TV advertising: https://www.marketingarchitects.com/book

Resource: 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.

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/book
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.

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 streaming
How streaming is affecting the entire industry
The 3 different marketplaces for TV inventory
How technology is part of the mess, but also the solution 


Order our new book on TV advertising: https://www.marketingarchitects.com/book
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.

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 performance
Why savvy marketers pretest creative
Marketing Architect’s five-step approach to developing creative 


Order our new book on TV advertising: https://www.marketingarchitects.com/book
Resource: “There’s a gulf between how consumers and and how marketers think they act:Ipsos” by The Message
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.

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 TV
How the industry has evolved to base decisions on data
The performance brief process
Why ongoing optimization is key to strategy 


Order our new book on TV advertising: https://www.marketingarchitects.com/book
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.

Don’t expect small moves to drive game-changing growth. Real, meaningful change requires bold action. Launching a TV campaign happens to be one of the best bold moves you could make.
In this episode, we chat with Chuck Hengel, CEO & Founder of Marketing Architects, about TV, the complexities of modern marketing, and the importance of bold action for driving real business results. Plus, we connect with Reed Kiely, Associate Insights Director at VAB, to get a glimpse into how TV is becoming a more accessible channel for advertisers.
We discuss:
Why bold moves are the only way to drive new growth and fresh opportunities
How developing the HurryCane enabled the company to gain valuable marketing experience
Marketing Architects’ All-Inclusive approach to TV advertising
Emerging data and media-buying trends 


Resources we mentioned during the podcast:
VAB’s Library of Insights 


Order our new book on TV advertising: https://www.marketingarchitects.com/book
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.