SBP 059: TV - The Most Powerful Ad Medium? With Angela Voss.

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TV 4:53 - Fragmentation is not the death of 6:41 - Tips on TV media planning 9:44 - TV as a building channel is outdated thinking 11:54 - Digital complexity is pushing people back to TV 13:50 - Pretesting TV creative 16:15 - The correlation between pretesting and business impact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 © 2024 Sleeping Barber