TV Advertising Blueprints: Building Brands and Driving Sales

Marketing Architects
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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.

集數

  1. 2022/02/01

    Does Data Tell the Truth?

    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.

    19 分鐘

  2. 2022/01/25

    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/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.

    22 分鐘

  3. 2022/01/18

    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 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.

    20 分鐘

  4. 2022/01/11

    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 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.

    21 分鐘

  5. 2022/01/04

    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 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.

    23 分鐘

  6. 2021/12/28

    Which Decisions Drive Big Results?

    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.

    28 分鐘

  7. 2021/12/21

    Is Digital Our Destiny?

    Digital isn’t perfect. In fact, over-reliance on digital advertising can be devastating. However, pairing digital with TV can alleviate digital’s shortcomings while boosting the benefits of both channels. In this episode, we’re chatting with Angela Voss, Chief Client Officer at Marketing Architects, about how to drive growth using digital and TV. We also hear from Chuck Hengel, CEO at Marketing Architects on the value of a diversified marketing mix. Topics covered: The pros and cons of digital Making TV and digital advertising more cost-effective Advice for a performance brand considering television   Order our new book on TV advertising: https://www.marketingarchitects.com/book Resource: Re-evaluating Media Study by Ebiquity Marketing 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.

    18 分鐘

  8. 2021/12/01

    Is TV Dead?

    TV’s not dying—it's evolving. It continues to hold business-transforming opportunities for performance marketers seeking meaningful growth, if those marketers are willing to adapt along with the channel.  In this episode, we chat with Whitney Stratten, Vice President of Client Growth at Marketing Architects, about the evolving benefits of TV. Plus, we check in with Todd Wehmann, the Head of Marketing at Touch of Modern, to learn how TV helped a digitally-native brand stand out.  We discuss:  - The dynamic and evolving world of marketing  - Driving profitable growth with TV  - The unmatched reach and credibility that comes with linear TV  - Innovative approaches to TV in the digital era. 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.

    19 分鐘
  • 共 8 集

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31 則評分

簡介

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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