When costs on paid social and search platforms rise, instead of bidding higher for the same saturated audience, use TV to generate new demand. This top-of-funnel lift improves the efficiency of lower-funnel channels by increasing branded search, direct traffic, and conversion rates.
Start TV advertising by proving performance with metrics like CPA. As budget grows, shift to optimizing creative and channel mix. At the enterprise level (e.g., $1M/month), focus on maximizing broader business impact with brand-centric metrics like incremental reach and awareness.
TV lacks a click, so last-click attribution models will severely undervalue its impact. A modern approach requires a holistic dashboard that triangulates performance across multiple metrics, including incremental CPA, view-through CPA, attributable Amazon purchases, and lift in retail sales.
While useful for programmatic CTV, Demand-Side Platforms (DSPs) were not designed for the entire TV ecosystem. They can only access about 20% of total available TV inventory, excluding the other 80% which includes crucial linear TV opportunities like live sports and premium broadcasts.
Traditional linear TV still commands about half of all viewership and ad inventory. Crucially, major live cultural moments like the NBA playoffs are sold as linear buys, even when viewed on streaming services like Hulu Live. A streaming-only strategy forfeits this premium inventory.
The perception that TV requires expensive, Super Bowl-level creative is a myth. For initial tests, brands can effectively repurpose existing video content or leverage quick, cost-effective AI creative production companies to get campaigns live and begin learning without a massive upfront investment.