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 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 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 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-cost inventory, use technology 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 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.