Retail marketers are juggling a lot.
From data privacy regulations to the explosion of retail media and shifting consumer expectations, it’s easy to lose sight of what marketing is really supposed to do: drive growth.
So let’s talk about what actually grows brands. In this highlight from ModernRetail’s Omnichannel Forum, Marketing Architects’ Chief Client Officer Angela Voss shares how retail brands are using Connected TV (CTV) and linear TV to grow their market share, even while managing a mile-long list of competing priorities.
Here's what you'll learn:
1. A proven formula for brand growth
Despite the complexity, the path to growth hasn’t changed much. According to the Ehrenberg-Bass Institute, brand growth depends on three things.
Let’s start with distinctive assets. These are the logos, phrases, sounds, and visuals that help consumers instantly recognize your brand.
Next is physical availability. That means making sure your product is easy to find and buy, whether that's in stores, on your app, or through Amazon.
And finally, there's mental availability. This is about staying top-of-mind so your brand is thought of first when someone is ready to make a purchase.
Most brands put their energy into distribution. Some invest in distinctiveness. But very few focus on mental availability. That’s where TV delivers the most value.
2. Why TV still matters for retail marketers
Whether it is CTV or linear, TV is unmatched when it comes to building mental availability. It’s where people actually pay attention. According to Nielsen, 74% of households regularly watch both streaming and traditional TV, giving brands the consistent exposure they need to be remembered.
That exposure matters. Mass reach builds brand preference, and preference protects margin. But TV’s value doesn’t stop at the top of the funnel. With the right strategy, it doesn’t just build your brand, it drives immediate response, too.
Angela explains that many brands get this wrong. They assume TV is a long game. Something you invest in now and maybe see results next quarter. But done right, TV delivers both short-term impact and long-term growth.
3. Common mistakes to avoid with TV advertising
Retail marketers who do utilize TV often approach it with the right intentions but the wrong execution.
One common misstep is treating CTV like digital. The appeal of precise targeting is strong, but going too narrow means missing the scale TV was made to deliver. Reach is still your best lever for brand growth, just pair it with AI-powered media buying to keep costs low and targeting efficient.
Great creative achieves two goals: building your brand and driving sales. Too often, TV spots excel at only one. The solution lies in thorough message research, compelling storytelling that truly resonates with your audience, and rigorous pretesting before launch. Ads that neither connect emotionally nor convert financially won't survive long in your media plan, no matter how creative they seem.
And finally, measuring TV with a single lens leads to a distorted picture. One metric isn’t enough. Use multiple attribution models like web lift, brand studies, and incrementality testing to understand what’s really driving results.