Marketing Architects: TV Advertising Blog

Watch: Stop Over-Targeting and Let TV Creative Drive Results

Third-party audience data used for targeting are less accurate than most marketers assume. One study...

Nearly half of all TV viewing now happens through streaming, and advertisers are rushing to spend wh...

Hypertargeting on Connected TV consistently underperforms broad-reach strategies. Marketing Architec...

CTV advertising is not broken. The way most brands are buying, targeting, and measuring it is.

Companies that separate brand and performance marketing make both less effective. TV advertising bui...

The 95-5 rule developed by John Dawes states that at any given time, 95% of your potential buyers ar...

95% of potential B2B buyers aren’t shopping right now. Most B2B budgets overfund targeting the 5% of...

Transparent TV measurement gives advertisers access to granular campaign data, including airing-leve...

Last-click attribution over-credits paid search by 190% and under-credits TV by 90%, pushing budgets...

Most brands have more potential customers out-of-market than in-market at any time, making growth de...

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