In this episode of EdTech Connect, host Jeff Dillon sits down with Jennifer Lonchar, founder of AmbioEdu, to explore how streaming TV is revolutionizing higher ed marketing. Jennifer shares her journey from traditional digital marketing to pioneering performance-based TV advertising for colleges and universities.
Discover how AmbioEdu ‘s cutting-edge platform targets households with unskippable commercials, tracks enrollment attribution, and supercharges traditional digital campaigns. Jennifer also weighs in on the "perception cliff" facing higher ed, why video is the future of student engagement, and how schools can stand out in an increasingly noisy digital landscape. Tune in for actionable insights on modernizing your marketing strategy with streaming TV!
Key Takeaways
- Streaming TV is the New Frontier: Higher ed lags behind other industries in adopting streaming TV ads, but it offers unskippable, measurable, and highly targeted opportunities to reach students and parents.
- Full-Funnel Marketing: Unlike traditional TV ads, streaming campaigns can track engagement from awareness (top of funnel) to conversions (applications, deposits) by linking ad exposure to household IP addresses.
- Emotional Storytelling Wins: Schools must move beyond generic taglines and create emotionally resonant 15-30 second spots that make students say, "I can see myself there."
- The "Perception Cliff": Beyond demographic declines, higher ed faces a crisis of perceived value. Jennifer advocates for industry-wide efforts to promote lifelong learning and combat skepticism
- Diversify or Fall Behind: Relying solely on crowded digital channels (e.g., social media, Google Ads) is no longer enough. Streaming TV complements existing strategies and boosts performance across platforms.
Conversation Rundowns
- Introduction (00:00)
- Jennifer’s Journey from Carnegie to AmbioEdu (02:04)
- Why Streaming TV? The Untapped Opportunity in Higher Ed (04:22)
- How It Works: Targeting Households and Measuring ROI (08:25)
- Creative Strategy: Crafting Ads That Resonate with Students and Parents (09:25)
- Challenges and Opportunities in the Industry with New Technology (13:03)
- Beyond Undergrad: Streaming for Grad Programs, Stopouts, and Fundraising (18:35)
- Industry Shifts: Short Tenures, Vendor Consolidation, and Innovative Startups (24:26)
- Final Advice: Diversify Your Strategy and Lean into Video (29:39)
Dig Deeper
Find Jennifer Lonchar here:
LinkedIn
https://www.linkedin.com/in/jenniferlonchar/
AmbioEdu
https://ambioedu.com/
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Chapters
- (00:00:00) - EdTechConnect: The Future of Learning
- (00:01:05) - Jennifer Loncar During the Conference
- (00:02:11) - How Ambo Editions Changed Higher Ed Marketing
- (00:04:21) - Streaming Marketing: The Future of Advertising
- (00:10:28) - How To Reach Students Through Mobile Advertising
- (00:13:03) - Have Higher Ed Companies faced any new challenges?
- (00:14:16) - Can We Track Advertisers' Incentives in a Streaming
- (00:17:02) - What is the Collaboration with Alumni?
- (00:18:35) - Mbo Edu Admissions and Enrollment Campaign
- (00:24:28) - WSJD Live: Changes in the Higher Ed Industry
- (00:29:39) - How to Modernize Higher Ed Marketing
- (00:30:49) - EdTech Connect
