Episode 20

Effective TV Advertising Part 1—Reach Over Targeting

Why would anyone market to those who aren’t likely to buy right away or who don’t fit perfectly within your ICP? Actually, there are multiple reasons.

This is the first of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena, Angela, and Rob are joined by Chief Client Officer Whitney Stratten to talk about the power of broad reach marketing, how reach builds mental availability, and how clients have used TV advertising to gain massive levels of reach and build their brands.

Topics Covered

• [01:30] Reviewing the power and challenges of brand-building channels

• [04:00] Explaining the rationale behind “Operation Holy Cow”

• [05:30] How Airbnb used brand channels to drive growth

• [08:00] How reach builds mental availability

• [12:00] How Joybird used reach to grow their brand

• [17:00] Using reach to find new audiences

Resources:

2020 WARC Article

2021 The B2B Institute Report

2021 MarketingWeek Article

2022 The Wall Street Journal Article

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