What is a Sales Funnel? How To Build One in 2025

The perfect sales funnel. Does the formula exist? How can it be built, and how can TV advertising help get predictable and measurable results at every stage of the funnel? Let's discover this and see how TV ads (on both Linear and Streaming TV) can be a solution.

What Is a Sales Funnel?

By sales funnel, marketers usually mean a visual representation of the journey potential customers take from first becoming aware of a product or service to the final purchase decision. It maps out the stages of the customer journey, starting with initial contact and ending with a closed deal. The term "funnel" is used because the process typically begins with a large pool of potential buyers that narrows down to a smaller group of actual customers. As potential customers move through the stages, some will drop off, resulting in a progressively smaller number of prospects as they approach the point of purchase. This narrowing effect visually resembles a funnel, hence the name.

The differences between the sales and marketing funnels are that the first describes customers' journeys, and the second describes the marketing team's actions to move potential customers into the sales funnel.

The example of sales and marketing funnel

Building a sales funnel is the first step to successful campaigns, so let’s examine every stage of the funnel to understand which problems and tasks can be solved with TV ads and how to build one.

Sales Funnel Stages

Awareness

There is no second chance to make a first impression, so let’s discuss the top of the funnel—the Awareness stage. The main goal of the brand is to introduce itself to a broad audience and generate interest. This stage represents the widest part of the funnel, where the largest number of potential customers are introduced to a brand. They may not yet recognize a problem that needs solving but will begin to explore solutions. The awareness stage is crucial because it sets the foundation for the customer journey and influences future interactions.

How TV Ads Can Be Solution For Awareness Stage

Linear TV:

• Broad Reach. There is no better tool for mass reach than Liner TV. Despite the general downtrend, it still plays a crucial role, especially during important events like Presidential debates or the Super Bowl, where TV ad slots may cost $8 million. New customer to new customers
• High Engagement. TV ads often have higher engagement rates due to their visual and auditory appeal. Viewers are more likely to remember brands that they see on the big screen. That is why linear works not only for brands from the “premier league.” Middle-size or regional brands can use regional broadcast channels.
• More audiences. Liniar could be a great tool to get new audiences (except those you reached on Google, Meta, and other tools).

Connected TV:

• Targeted Reach. CTV allows advertisers to target specific demographics, interests, or behaviors based on viewer data. This means brands can reach audiences who are more likely to be interested in their products. People were reached in leaner, and there were no duplications.
• Interactive Features: CTV ads can include interactive elements that encourage viewers to engage with the brand immediately. For instance, viewers might be prompted to visit a website or download an app using a QR code directly from their TV.
• Measurable Impact. CTV provides detailed analytics on viewer engagement and ad performance, allowing marketers to refine their strategies based on real-time data.
• No duplication. With platforms like TV+, brands can reach potential customers and create a halo effect, which is really important at the awareness stage.

Interest

The second phase in the customer journey follows the initial awareness stage. At this point, potential customers have already heard or seen something about the brand. They are still not ready to purchase but are interested in learning more about how the product or service can meet their needs or solve their problems.

The primary goal during this stage is to build on the curiosity generated in the previous stage. Marketers aim to provide more specific information about their offerings.

This stage emphasizes educating potential customers about the product's features, benefits, and unique selling points. It helps them understand how the product can address their needs. Businesses can engage prospects through various content types.

How TV Ads Can Be Solution For Interest Stage

Linear TV:

• Broad Reach and Engagement. Linear TV ads can effectively capture attention and generate interest among a wide audience. They are especially useful for brands looking to create a memorable impression.
• Storytelling Opportunities. TV ads allow brands to tell compelling stories that resonate emotionally with viewers, helping to deepen their interest in the product.
• A/B Testing. Running ads with different call-to-actions (CTA) in different regions will show which drives more actions.

Connected TV:

• Targeted Messaging. Data received after the first awareness stage helps create a more precise targeting-based and detailed product-specific ad. Advertisers can create retargeting ads that reinforce key brand messages to previous viewers.
• Sequential storytelling. Brands can target viewers with personalized and continued storytelling that was started at the awareness stage. For example, an animal feed brand can create an ad that tells about the impact of feed quality on a pet's health for an audience that is engaged with such content topics.

Consideration

At this point, potential customers have been introduced to a brand or product and started to show deeper curiosity about the proposed product or service. However, they are still not ready to buy and need some more information on how their problems can be solved and needs covered.

The primary goal during this stage is to build on the curiosity generated in the awareness stage. Marketers should provide more specific information about their offerings. It is better to tell them about the product's features, benefits, and unique selling points.

The best TV Ad strategy at this stage is to create product-focused commercials with the brand's differentiators.

How TV Ads Can Be Solution For Consideration Stage

Linear TV:

• Longer-form and deeper storytelling. Use this ad to build a strong emotional connection. 60 sec. TV ads can work here.
• TV ad with customer testimonials

Connected TV:

• Hyper-targeted ads. At this stage, streaming ads help reinforce brand identity and messaging, making it more likely that potential customers will remember the brand when they're ready to make a purchase.

Intent and Evaluation

The customers are almost ready to buy. They demonstrate clear signals that they are interested in making a purchase but still need reassurance or additional information before finalizing their decision.

Some signals show that the potential clients are in the intent stage, such as adding items to their shopping cart, signing up for product demos, or requesting more information about pricing and features. So what stops them? They may compare different products or brands to determine which best meets their needs. They may be looking for specific features, reviews, or testimonials to help inform their decision.

At this stage, potential customers are likely to conduct more in-depth research, visit websites, read or watch reviews, and seek out comparisons.

How TV Ads Can Be Solution For Intent and Evaluation Stage

Linear TV:

• Direct-response ads. Create ads with strong CTAs (propose limited-time offers).
• Localized ads. Make ads that encourage store visits. Choose regional networks to reach customers.

Connected TV:

• Retargeting. Retargeting engaged viewers with conversion-focused messaging.
• Personalized ads. Create messages that speak exactly to the audience on the Intentse stage based on user data.
• Cross-screen synergy. Use a Brandformance TV approach and combine Liniar and connected TV to catch the attention of all potential customers.

Purchase

This is the final phase, where potential customers decide to buy a product or service. At this stage, customers are ready to take action and complete their purchase. They may have already added items to their cart or expressed intent to buy. Customers often seek final reassurances about their decisions, such as confirmation of product quality, pricing, and any ongoing promotions. Here, brands should be very careful; the purchasing process should be straightforward and user-friendly, minimizing any barriers that could prevent completion.

Brands should use strong CTAs to guide customers through their purchases. Offering immediate assistance through chatbots or customer service representatives can help address any last-minute questions or concerns.

How TV Ads Can Be a Solution For Purchase Stage

Linear TV Advertising:

• Reinforcement of brand messaging. Linear TV ads can reinforce key messages and benefits that resonate with potential buyers.

Connected TV

• Click-to-Action Ads with QR Codes and Deep Links. Customers should receive direct links to purchase process guides or chatbots that can assist them.