How Digital Expertise Informed Hickies' TV Ad Strategy

When Hickies experienced a 60% sales spike on the heels of a TV ad campaign, it was a cause for celebration — and investigation.

Streaming TV is the Future. But the Future Isn’t Always Tomorrow.

Streaming offers unique advantages, but the medium hasn’t matured enough to beat digital on precision, or traditional TV on scale.

TV Device Graphs Are Not (Yet) Ready For Prime Time

In a mere five years, TV advertising has turned from an offline into an online medium. This shift has brought challenges and opportunities to TV advertising measurement.

The importance of incrementality in TV

While search and social media – Facebook, in particular – are still the most popular, TV advertisers can be found on just about any platform, including radio, direct mail and out of home.

Driving mobile acquisition through TV campaigns

Many mobile marketers tasked with driving user growth or acquisition find themselves in a similar situation. They have maxed out on digital channels like social and search, and they need to find another channel that reaches audiences at scale.

Creative optimization takes the right data and partnerships

Creative plays an important and powerful role in a company’s TV campaign. Data shows that the ad creative can make or break a pilot test - leaving a lot of money and time on the line.

Hyper-targeting did not, and will not, kill traditional TV advertising

How are marketers finding value and efficiency in television advertising, despite the lower ability to target?

Everybody loves bonus spots, but only Tatari gives them love back.

We will explore what bonus spots are, how they are awarded, when & where they will air, and most importantly- why they should be measured.

All impressions are equal, but some are more equal than others

Why would a savvy TV advertiser be willing to pay high CPMs if there’s a much, much cheaper CPM with similar targeting readily available?

TV Economics: Not Your Econ 101

The theory of profit maximization by equalizing MC to MR falls short in the world of TV advertising.

Incrementality explained: Comparing TV and Facebook

Marketers should always compare the performance of Facebook to that of TV, but this comparison can only be performed if both platforms are evaluated using marginal cost and incrementality

Connected TV and Cable TV: Same but Different

The number of OTT and CTV viewers in the US will soon surpass 200 million, or more than half of the US population.

The importance of creative de-bias in TV measurement

Different creatives often end up being distributed across different networks, and occasionally with different spend, making it difficult to accurately assess creative performance.

Difficulties of measuring conversions on linear TV

This article lays out the difficulties of measuring TV-driven conversions and shows the key aspects of our methodology.

Brand and direct-response TV ads

TV ads so far have always been classified as either brand or direct-response (DR). We will discuss the typical features of both types and show that a third (hybrid) option is also feasible.

Measuring the delayed response of a TV campaign

A good TV campaign should aim to measure both the direct response and brand impact. We measure the relationship between the two via what we like to call the "drag factor."

When to go into TV advertising?

This article highlights indicators of the right time to go into TV, and shows that TV is usually appropriate earlier than most advertisers assume.

TV advertising measurement: Two steps forward, one step back

The measurement of TV advertising has made significant progress in the last 10 years. TV-viewing behavior, however, is changing rapidly and undermines recent accomplishments.

Why start TV advertising?

There are three reasons to start TV advertising: reach, scale, and the power of TV ads.

Optimizing advertising campaigns

What happens if a marketer discovers that, at the current level of spend, the marginal cost of advertising on digital is higher than the marginal cost of advertising on TV?

TV is not affected by fraudulent bot traffic

One of many benefits of TV advertising is that it is not impacted by fraudulent traffic in the same way digital advertising often is.

Marginal versus average costs

Optimizing advertising campaigns should always be done at the margin, and not at the average.

How the hiccup with Nielsen ratings system impacts media-buyers

For years, Nielsen has been used as the go-to audience measurement tool despite continuous criticism against its inherent flaws.