It used to be that we all tuned in at 8 pm on Thursdays to watch Cosby, Friends, Will & Grace, etc. Now, streaming video is everywhere and on-demand, making it harder for marketers to maintain the same reach on a single channel. This shift is partly what makes the Super Bowl so interesting—it's one of the few remaining events that have a global reach of 115 million Americans.
This week, we welcome Angela Voss, CEO of Marketing Architects, to discuss the current digital age. With streaming services on the rise, marketers face the challenge of adapting their strategies to stay relevant in both linear and streaming TV formats. We also delve into unique insights, debunk myths, and explore what the future holds.
This is a great episode, and we hope you enjoy it!
Our Guest:
Angela Voss - Chief Executive Officer at Marketing Architects
https://www.linkedin.com/in/angelamvoss/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:44 - Introducing Angela Voss
2:30 - The benefits of linear and connected TV
4:53 - Fragmentation is not the death of
6:41 - Tips on TV media planning
9:44 - TV as a building channel is outdated thinking
11:54 - Digital complexity is pushing people back to TV
13:50 - Pretesting TV creative
16:15 - The correlation between pretesting and business impact
18:04 - Super bowl Alcohol Ads Test Results
21:12 - Why Budweiser’s Clydesdale ads was so successful
22:32 - Super bowl Delivery Ads - Doordash vs. Uber Eats Test Results
26:55 - How pretesting can help your ad creative
27:58 - Super bowl Gambling Ads - Fanduel vs. Bet MGM Test Results
31:55 - How science can improve the art of ad creative
34:37 - 3 ways to measure TV impact - micro, macro and business
39:52 - The myths of media buying
42:39 - Why the most effective frequency is 1
48:10 - The most effective CTV strategy
50:51 - The future of media buying
53:30 - Advice for marketers and advertisers buying TV
56:34 - the small business opportunity with CTV
57:40 - How to find out more about Angela
58:59 - The post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
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Sleeping Barber - A Marketing Podcast