"Performance marketing and brand marketing work hand in hand to help drive a business forward.”
TV advertising is still one of the largest marketing channels, with advertisers investing $59 billion in linear TV and $29 billion in Connected TV this year alone. But the channel can be complex and expensive, especially for those needing to prove its business value.
Marketing Architects CEO Angela Voss and Physicians Mutual CMO Chad Wells took to the stage at Adweek’s Brandweek to share how TV advertising can power business growth—when used correctly. Together, they discussed strategies for creating TV campaigns that build brand and drive sales. All without breaking your budget.
Watch to learn:
How to use technology to access efficient reach. Don't limit media plans to only the biggest, most expensive networks. Use AI-driven media buying to find cost-effective opportunities across the full TV landscape.
Why thinking holistically about TV matters. Combine linear and streaming TV for maximum impact. Nearly 75% of TV households watch both, and 73% of marketers agree campaigns work better with both.
The importance of using multiple models to measure TV. No single metric tells the full story. Evaluate micro (immediate response), macro (traffic/conversion shifts), and business impacts (investor interest, sales team effectiveness).
How Physicians Mutual has seen TV advertising impact their brand and business. Physicians Mutual shared how their TV campaigns featuring distinctive asset “Benny the Tooth” drive both sales results and brand awareness.