Crafting Effective TV Campaign Strategies — Angela Voss // Marketing Architects

Show Notes

• 02:53
  Allocating budget for CTV testing

  Start with defining clear objectives and leveraging digital insights to identify target audiences. Create learning agendas for initial rounds of testing, continuously optimize, and ensure a dynamic and data-driven approach rather than a "set it and forget it" strategy.
• 05:08
  Building test campaigns for CTV testing

  Conduct a target audience assessment to deeply understand your core consumers who are in market and their viewing behavior. Utilize tools and data sources, such as AI and Nielsen data, to find the right intersection between consumer behavior and cost-effective programming
• 09:27
  Targeting multiple consumer segments in television advertising

  Television offers the flexibility to explore and test new audience segments and opportunities. Testing is essential to avoid limiting the channel's potential for the business, unlike the more predefined nature of digital marketings specific consumer segments.
• 12:05
  Leveraging low cost media to identify your target audience

  You have the opportunity to purchase low-cost media and target a broad audience, even if you're unsure of your ideal customer. Television advertising allows for experimentation and the discovery of unexpected opportunities and target segments.
• 14:15
  The challenge of third party behavioral data for targeting in CTV

  While CTV enables you to discover unexpected new audiences, third-party behavioral data is prone to inaccuracies. Essentially, due to misinformation, behavioral data poses challenges in leveraging it strategically for brand growth.
• 16:37
  Crafting an effective TV strategy

  Consider cost, ROI, and diversify media plans beyond major networks. It's essential to recognize TV's ability to drive immediate sales while also building brand and future demand and adopt a comprehensive framework for measuring business impacts.