Episode Details

The most efficient frequency for TV advertising is just one impression. As controversial as that sounds, the data is clear. You need at least 2X more conversion likelihood from a second viewing to justify its cost.

This week, Elena, Angela, and Rob are joined by Jordan Rossler, VP of Media Analytics, to explore why cost is the principal determinant of TV's ROI. They examine the controversial "Everything Works at Zero" principle, where any effective media becomes dramatically more efficient when you lower its cost. The team breaks down why CPM is king and how to evaluate if cheap media is still high quality.

Topics covered: 

• [01:00] The "Everything Works at Zero" principle explained
• [05:45] How TV pricing differs between linear and streaming
• [12:00] Why frequency of one is the most efficient level for TV
• [14:00] Creating ads that stand alone regardless of frequency
• [16:30] The hidden costs of targeting in TV advertising
• [19:00] Using ACR data to prove cost-efficient buys outperform premium ones
• [23:45] Debunking myths about targeting effectiveness 

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Resources:  
Reach, Revenue & ROI: The 3 Principles for Effective Advertising Report: https://www.marketingarchitects.com/blog/report-three-principles-for-effective-tv-advertising
 

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