--- title: "Webinar: Effectiveness Principles for TV Advertising" description: Marketing Architects joins WARC to talk about the state of TV advertising plus research-backed principles for success on the channel. image: https://blog.marketingarchitects.com/hubfs/2023-08_WARC%20Webinar%20copy.webp --- [![MA_Horizontal_RGB_4-19-19 copy](https://blog.marketingarchitects.com/hs-fs/hubfs/MA_Horizontal_RGB_4-19-19%20copy.png?width=147&height=32&name=MA_Horizontal_RGB_4-19-19%20copy.png "MA_Horizontal_RGB_4-19-19 copy")](http://www.marketingarchitects.com/) - platforms - [strategy](https://www.marketingarchitects.com/platforms/strategy) - [media](https://www.marketingarchitects.com/platforms/media) - [creative](https://www.marketingarchitects.com/platforms/creative) - [conversion](https://www.marketingarchitects.com/platforms/conversion) - [analytics](https://www.marketingarchitects.com/platforms/analytics) - [blog](https://blog.marketingarchitects.com/blog) [contact us](https://www.marketingarchitects.com/contact-us) - [client login](http://www.mymainsight.com) - [Business Strategy (96)](https://blog.marketingarchitects.com/blog/topic/business-strategy) - [Conversion Tech (10)](https://blog.marketingarchitects.com/blog/topic/conversion-tech) - [Creative Strategy (13)](https://blog.marketingarchitects.com/blog/topic/creative-strategy) - [Media Buying (34)](https://blog.marketingarchitects.com/blog/topic/media-buying) - [News (49)](https://blog.marketingarchitects.com/blog/topic/news) - [Newsletter (174)](https://blog.marketingarchitects.com/blog/topic/newsletter) - [TV Attribution (11)](https://blog.marketingarchitects.com/blog/topic/tv-attribution) - [Business Strategy](https://blog.marketingarchitects.com/blog/topic/business-strategy) [Read More →](https://blog.marketingarchitects.com/blog/webinar-effectiveness-principles-for-tv-advertising) ## [What Cannes 2026 means for your strategy.](https://blog.marketingarchitects.com/blog/what-cannes-2026-means-for-your-strategy) Our media team just got back from Cannes, and we asked them to help us separate the real signals from the award-show hype. This week, we're covering what's worth acting on, from AI's new rol... - [![](https://blog.marketingarchitects.com/hubfs/FaceBook.png)](https://www.facebook.com/sharer/sharer.php?u=https://blog.marketingarchitects.com/blog/webinar-effectiveness-principles-for-tv-advertising&title=Webinar:%20Effectiveness%20Principles%20for%20TV%20Advertising&picture=https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/2023-08_WARC%20Webinar%20copy.webp&description=Marketing%20Architects%20joins%20WARC%20to%20talk%20about%20the%20state%20of%20TV%20advertising%20plus%20research-backed%20principles%20for%20success%20on%20the%20channel.) - [![](https://blog.marketingarchitects.com/hubfs/Twiiter.png)](https://twitter.com/intent/tweet?source=https://blog.marketingarchitects.com/blog/webinar-effectiveness-principles-for-tv-advertising&text=Webinar:%20Effectiveness%20Principles%20for%20TV%20Advertising&url=https://blog.marketingarchitects.com/blog/webinar-effectiveness-principles-for-tv-advertising&via=markarch) - [![](https://blog.marketingarchitects.com/hubfs/LinkedIn.png)](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.marketingarchitects.com/blog/webinar-effectiveness-principles-for-tv-advertising&title=Webinar:%20Effectiveness%20Principles%20for%20TV%20Advertising&summary=Marketing%20Architects%20joins%20WARC%20to%20talk%20about%20the%20state%20of%20TV%20advertising%20plus%20research-backed%20principles%20for%20success%20on%20the%20channel.) - [![](https://blog.marketingarchitects.com/hubfs/email.png)](mailto:someone@example.com?Subject=Webinar:%20Effectiveness%20Principles%20for%20TV%20Advertising&body=Marketing%20Architects%20joins%20WARC%20to%20talk%20about%20the%20state%20of%20TV%20advertising%20plus%20research-backed%20principles%20for%20success%20on%20the%20channel.%20%20https://blog.marketingarchitects.com/blog/webinar-effectiveness-principles-for-tv-advertising) [All Posts](https://blog.marketingarchitects.com/blog) # Webinar: Effectiveness Principles for TV Advertising - [Tweet](https://twitter.com/share) TV delivers unmatched scale and visibility. But turning that into measurable growth takes more than just airtime. It takes strategy. In this WARC webinar, Marketing Architects’ CEO Angela Voss and Chief Product Architect Rob DeMars join WARC’s Alex Brownsell to share the key principles that drive effective TV campaigns. Drawing from real-world client results and decades of research, they break down what works and what doesn’t when building a TV strategy designed for performance. Here's what you'll learn:     ## **Prioritize reach. Ditch the hypertargeting.** With digital channels everywhere, marketers can't stop talking about targeting. But with TV, reach drives long-term growth. Many brands [target so narrowly](https://www.marketingarchitects.com/blog/if-your-next-big-move-in-your-marketing-strategy-is-hyper-targeting-you-need-a-bigger-move) that they completely miss what makes TV powerful in the first place: scale. This isn’t just speculation either. Research from the Ehrenberg-Bass Institute consistently shows that [broad-reach advertising drives brand growth](https://www.marketingarchitects.com/blog/v29-n3-the-science-of-marketing-with-byron-sharp#:~:text=Embracing%20broad%20reach.%20Mental%20availability%20is%20crucial.%20Advertise%20to%20everyone%20in%20your%20category%2C%20not%20just%20those%20likely%20to%20buy%20soon.%20This%20builds%20long%2Dterm%20brand%20strength%20and%20ensures%20your%20top%2Dof%2Dmind%20when%20someone%20is%20in%2Dmarket.%C2%A0) by building mental availability. When your brand pops into a consumer's mind first, you win market share. And nothing delivers that advantage like TV does.   ## **Cost is the biggest predictor of ROI.** TV’s impact isn’t just about what you say. It’s also about [how much you pay](https://www.marketingarchitects.com/blog/how-much-does-a-tv-advertising-campaign-cost) to say it. That’s why media efficiency is one of the strongest predictors of performance. When the cost to reach an audience drops, profit margins improve and goals become more attainable. The most successful campaigns focus on value. They look [beyond high](https://www.marketingarchitects.com/blog/v28-n1-why-media-quality-isnt-what-you-think-it-is)[-cost inventory](https://www.marketingarchitects.com/blog/v28-n1-why-media-quality-isnt-what-you-think-it-is), use [technology](https://www.marketingarchitects.com/blog/how-annika-buys-media-for-a-high-performing-campaign#:~:text=Designed%20to%20identify%20value%20across,the%20best%20buys%20for%20brands.) to cut unnecessary fees, and manage frequency across both linear and streaming. ROI doesn’t come from buying more. It comes from buying smarter. ## **Great creative builds brands *and* drives response.** TV impacts both brand and performance. But too often, [creative](https://www.marketingarchitects.com/blog/the-new-rules-of-great-tv-creative) is built to focus on only one. The best commercials achieve both. They use emotionally resonant storytelling alongside a clear offer and call-to-action. And they’re pretested before launch to predict both emotional impact and sales response. This approach makes every impression work harder, building long-term brand equity and delivering measurable results at the same time. Ready to make TV work harder for your brand? Watch the full webinar now to discover how advertisers are getting results from their TV investments. ![The Marketing Architects Team](https://blog.marketingarchitects.com/hubfs/MALogo-Mobius-Blue-RGB-1.png) ###### The Marketing Architects Team Curated by our leaders, creatives, analysts, designers, media buyers and more at Marketing Architects. ### Stay in the loop - get our content delivered to your inbox ## Related Posts ## [Marketing Architects Adds Reach Index Optimization for Smarter TV Buying](https://blog.marketingarchitects.com/blog/marketing-architects-adds-reach-index-optimization-for-smarter-tv-buying) TV agency Marketing Architects announces a new media-buying capability that automatically directs media d... ## [Marketing Architects Partners with Jounce Media for Greater Transparency in CTV Buying](https://blog.marketingarchitects.com/blog/marketing-architects-partners-with-jounce-media-for-greater-transparency-in-ctv-buying) This integration drives app-level supply insights, better campaign control, and outcome-driven automation... ## [Podcast: Angela Voss Joins Marketing Today To Discuss A Better Way to Do TV](https://blog.marketingarchitects.com/blog/angela-voss-on-marketing-today-podcast) CEO Angela Voss joined Alan Hart on Marketing Today, a podcast going behind the scenes with top marketing... 110 Cheshire Lane, Suite 200 Minneapolis, MN 55305 952-449-2500 info@markarch.com © 2020 Marketing Architects ![Marketing Architects](https://blog.marketingarchitects.com/hubfs/azure-site/MA-stacked-Logo2X.png "Marketing Architects") [![email us](https://blog.marketingarchitects.com/hubfs/footer-ermail.png "email us")](mailto:info@markarch.com) [![Facebook](https://blog.marketingarchitects.com/hubfs/footer-facebook.png "Facebook")](https://www.facebook.com/MarketingArchitects/) [![LinkedIn](https://blog.marketingarchitects.com/hubfs/footer-linkedin.png "LinkedIn")](https://www.linkedin.com/company/marketingarchitects) [![Twitter](https://blog.marketingarchitects.com/hubfs/footer-twitter.png "Twitter")](https://twitter.com/markarch) [![Instagram](https://blog.marketingarchitects.com/hubfs/footer-instagram.png "Instagram")](https://www.instagram.com/marketing_architects/) ![Marketing Architects, Inc. 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