Marketing Architects: TV Advertising Blog

Watch: The Math Behind Smarter TV Advertising

Creative has a ceiling, but reach scales. Exposing 100x more future buyers to your message will alwa...

Brands that balance brand and performance spending increase ad-driven revenue by 25–100%, while thos...

Americans will spend more than five hours a day watching TV in 2026. That’s nearly an hour more than...

The brand vs. performance debate is a false choice. Research from WARC, the IPA, and Binet & Fie...

Nearly half of all US TV ads evoke neutrality in viewers, making emotional storytelling, not feature...

CTV's promise of precision targeting is undermined by flawed data, nearly half of all third-party ta...

You're in a New York conference room. Executives pitch creative concepts straight from their "gut" o...

CTV usage is surging, but so are concerns around high CPMs, fragmentation, and inconsistent measurem...

The most successful TV campaigns are built on shared first-party data, including website traffic, co...

Record TV households, 5+ hours of daily viewing, and growing CTV adoption show total TV consumption ...

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