Episode 21

Effective TV Advertising Part 2—Cost Determines ROI

Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.

This is the second of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena and Rob are joined by VP of Analytics Matt Hultgren to talk about the tradeoffs between targeting and cost, the importance of reach in a media plan, and how to leverage technology to get the most out of traditional media channels.

Topics Covered

• [01:00] Reviewing the high costs of traditional marketing channels

• [02:50] How to calculate the value of reach

• [04:15] How creative costs pile up for marketers

• [05:45] Explaining the marketing cost/value debate

• [09:50] How to set up traditional media tests cost effectively

• [13:50] Questions to ask your future television agency

• [15:30] How to decide what to spend on a mass media test

• [17:25] What success on mass reach channels looks like

Resources:

2023 Cost of Super Bowl Commercials

2023 MarketingWeek Article

2023 WARC Article

2023 Marketplace Article

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