How to Choose a TV Advertising Agency: What Performance Marketers Should Look For
TV Buying Has Changed, But Many Agencies Haven’t For performance marketers, choosing a TV advertising agency is nolonger just about buying reach at scale. Television, both linear andstreaming, has evolved into a measurable, data-driven channel. But notevery agency has evolved with it. Many TV agencies still default to traditional success metrics likeGRPs, reach, and frequency. […]
How Do Linear TV and CTV Work Together in a Full-Funnel Performance Strategy?
Linear TV and CTV Are No Longer Either Or Channels For a long time, linear TV and CTV were treated as competing optionsin media planning. Brands were often pushed to choose between the scaleof traditional television and the precision of streaming. That framing no longer reflects how performance marketers actuallyuse TV today. In a modern […]
What’s the Difference Between Working with a TV Buying Agency vs. Going Direct?
The Direct vs Agency Decision in TV Buying As brands expand into television advertising, one of the firststrategic questions is whether to buy media directly or work with a TVbuying agency. On the surface, direct buying can seem more efficient. Digitalplatforms have trained marketers to expect self-serve tools, fewerintermediaries, and direct control over spend. That […]
How Do Full-Service Agencies Integrate TV into an Existing Digital Media Strategy?
Digital Growth Often Leads to TV Expansion Many brands reach a point where digital performance is strong butincremental growth becomes harder to unlock. Search is efficient butconstrained by demand. Social is optimized but faces rising costs.Programmatic and display deliver results, but scaling efficientlybecomes more difficult over time. This is typically when TV becomes a strategic […]