Tushy actively measures the cross-channel impact of its advertising, discovering that top-of-funnel channels like Linear TV drive a greater sales lift on Amazon than digital channels like Meta. This is attributed to the demographic overlap between Linear TV viewers and typical Amazon Prime shoppers.

Instead of treating all channels equally, identify which customer segments (e.g., brand advertisers) are best served by which channels (e.g., TV screens). Shifting demand accordingly can unlock massive growth by optimizing the entire portfolio and increasing customer ROI.

To add a performance layer to TV advertising, Float measured immediate impact by analyzing website analytics within the 15-minute window directly following a TV spot's airing. This provided near real-time data on whether a commercial drove immediate action, boosting confidence in the channel.

A high-cost TV ad shouldn't be a standalone bet. Instead, it should be the central play surrounded by dozens of low-cost, purposeful social media ads. This approach allows marketers to target different segments strategically (e.g., Star Trek fans vs. seniors), gather valuable qualitative data, and avoid the high-risk "pray" approach of traditional broadcasting.

Instead of relying on vague brand metrics, Float measured the success of its billboard campaigns by observing the direct lift in its performance marketing. Demo requests, website visits, and even Google and LinkedIn ad performance all increased by 30-50% during and after the OOH flights.

Running commercials on TV adds a layer of credibility that digital channels can't replicate. When a smaller brand like Gab appears alongside giants like Toyota, it builds consumer trust and elevates its market perception, an effect validated by eMarketer studies.

Data shows that while combining brand and performance is best, adding brand advertising to a performance-only strategy provides a significantly larger ROI lift than adding performance to a brand strategy. This suggests most marketers are over-invested in performance channels.

Peter Field's analysis, applying attention data to media costs, reveals TV's high value. With an average 14-second attention span versus 1.7 for in-feed ads, TV's attention-adjusted CPM is extremely low. It also captures over 50% of Gen Z's media consumption, busting the "TV is dead" myth.

The next major shift in ad tech is performance-based CTV. This merges the attention of linear TV with the accountability of digital media, allowing advertisers to tie ad spend directly to outcomes like sales—a revolutionary change from traditional television's limitations.