Removing TV from a marketing campaign can reduce its impact by 39%. That’s a massive drop—and evidence of the impact including TV in your marketing mix has.
This week, Elena, Angela, and Rob discuss the most effective marketing channel combinations. They explore how TV boosts other channels' performance, the creative challenges inherent to multi-channel campaigns, and the complexities of buying and measuring across channels. Plus, hear their takes on which two channels they'd choose for a D2C brand campaign (if TV wasn't an option).
Topics covered:
- [01:00] Kantar study on TV's impact on campaigns
- [03:30] ThinkBox research on channel combinations
- [07:00] Creative challenges of multi-channel campaigns
- [11:00] Media buying across channels
- [13:00] Measuring multi-channel marketing strategies
- [20:00] AI's role in cross-channel marketing
- [24:00] Top channels for D2C brands
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Resources:
2023 Kantar Report: https://www.bandt.com.au/kantar-study-finds-removing-tv-could-reduce-a-campaigns-impact-by-39/2022 Thinkbox TV Article: https://www.thinkbox.tv/research/thinkbox-research/demand-generation#key-findings Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
