TV ads don’t only work on TV; other marketing channels may also win! The phenomenon of the positive impact of TV advertising that influences other marketing channels and enhances their effectiveness is called the 

. Sometimes, only one push caused by a TV ad may boost the performance of different marketing channels (search, social, etc.). Brands may gain +360% in web traffic and +439% in conversions after starting to run a TV ad campaign. Let's talk about how TV advertising drives broader marketing success.

In 2025, digital performance campaigns dominate budgets. Marketers chase quick sales and immediate results, using short-term metrics to define success. However, to truly win, advertisers need to think beyond isolated tactics and consider the bigger picture.

TV ads — both traditional and streaming — create a halo effect by extending its broad reach and emotional impact beyond the screen. They strengthen brand awareness, build credibility, and amplify the effectiveness of other marketing channels. When consumers see a brand on TV, it legitimizes the brand in their minds, making them more likely to engage with digital ads, search for the brand online, or visit a website.

Think of TV as the first domino in a chain reaction. It sparks brand recall, increases purchase intent, and shapes consumer perception in a way that makes every other marketing effort work harder.

Branded search activity on Google, Bing, etc.

Higher engagement with social media ads (Meta, YouTube, etc.).

With tools like the TV+ platform, TV ads can be as measurable as digital, but TV isn't just about direct response — it enhances the performance of all other touchpoints.

How we measure TV impact: Incremental Lift Studies and Pixel Tracking

The halo effect of TV ads is not just words; it's real numbers. At Simulmedia, we use Incremental Lift Studies and Pixel Tracking to show how linear and CTV exposure influences consumer behavior across multiple channels.

Incremental Lift Studies help advertisers determine the true effect of TV campaigns by comparing those who were exposed to an ad with a statistically identical unexposed control group. This methodology isolates the direct impact of TV on:

 – how many additional visitors come to the brand's site after seeing a TV ad?

 – Tracking increases in downloads and registrations.

 – Identifying the lift in purchases or sign-ups driven by TV exposure.

By using synthetic control groups, advertisers can remove external factors and focus purely on what TV advertising contributed rather than what it simply touched.

Simulmedia TV+ Pixel enables brands to track users' post-TV exposure and analyze where website traffic originates. By identifying referral sources, advertisers can see how TV primes consumers to engage across digital touchpoints, including:

 (Google, Bing, Yahoo, etc...) – TV increases branded search activity, leading to more website visits.

 (Facebook, Instagram, and other platforms) – TV-exposed audiences are more likely to engage with paid social campaigns.

 – Consumers visit brand websites directly after being exposed to TV ads.

 – TV ads drive incremental lift across industry-specific websites.

Key Benefits of TV+'s Incremental Lift Measurement

Simulmedia's approach provides a data-backed view of how TV enhances marketing effectiveness:

Optimized media planning – Identifies which networks, dayparts, and creatives drive the most conversions.

Cross-channel insights – Proves how TV boosts performance across search, social, and direct website traffic.

No additional cost – Incremental Lift Studies are included with Simulmedia's TV+ platform, making it easy for advertisers to measure impact without extra investment.

Regardless of industry, TV consistently enhances digital marketing effectiveness. Here are some average numbers that we received after providing Incremental Lift Studies for some of our customers from different industries that show how TV ads improve traffic and conversions.

 → +16% in website traffic, +62% in conversions.

 → +62% traffic lift, +80% incremental conversions.

 → +360% increase in web traffic, +439% incremental conversions.

 → +179% in traffic, +138% in conversions.

Case Study: TV's Impact on Digital Engagement for Healthcare Brand

A leading healthcare brand sought to measure how its TV campaigns influenced digital traffic and engagement. While the company observed an increase in website visits during the campaign, it needed precise measurement to determine whether these conversions were directly attributable to TV exposure or influenced by other marketing efforts.

The brand aimed to understand the incremental impact of both traditional and streaming on website traffic and referral sources. Specifically, they wanted to analyze how TV exposure influenced consumer behavior across search, social media, and direct website visits and which medium—linear TV or CTV — drove the strongest impact.

The company leveraged Simulmedia's Incremental Lift Study and Pixel tracking to track attributed website visits from users exposed to TV ads. The study identified referral sources and measured engagement within a 14-day attribution window, isolating TV-driven conversions from other marketing activities.

Results: How Linear TV and CTV Drove Website Visits

The findings confirmed the halo effect of TV advertising, demonstrating how linear TV and CTV work together to enhance digital performance, but with distinct impacts:

 – Nearly half of all website visits after TV exposure came from Google, proving that TV ads stimulate active consumer interest and increase search volume.

Linear TV was the strongest driver of direct website traffic

, showing that traditional TV still plays a major role in brand engagement for healthcare brands.

, increasing branded search activity and social media interactions at a meaningful scale.

 – Some visitors engaged with social media ads after seeing a TV spot, demonstrating how TV strengthens digital marketing performance across channels.

TV ads trigger a halo effect—boosting web traffic, search, and social engagement. Brands see up to +439% conversions with multi-channel impact

How To Lift Performance Across all Marketing Channels with TV Ads

Is the customer journey an individual unpredictable story or a mathematical model with clear and unbreakable rules? Marketers would prefer the second because it is easy to navigate; all they need to do is change the variables in the formula. However, everything is more complicated because there can be a lot of formulas and variables, and consumers can behave unpredictably and contrary to what is written in the guides. Before making a data-driven decision, advertisers should choose which attributional model they are going to use. Today, let's compare two of them - first-touch attribution and last-touch attribution.

The first-touch attribution model is a marketing measurement model that assigns 100% of the credit for a conversion to the first interaction a customer has with a brand's advertising. For example, a viewer sees a QR code during an episode of a TV show, scans it with a smartphone, and visits a connected landing page. Due to the UTM tag connected to the QR code, in the analytic tool (Google Analytics, for example), an advertiser can see that the visit was from TV, and this visit could be marked as the first touch.

 The model tracks the customer's journey from the moment they first encounter a brand's TV ad.

 All credit for a conversion is given to this initial interaction, regardless of subsequent interactions with the brand.

 If a viewer sees a TV ad for a product or service and buys it after multiple interactions with the brand, the TV ad would receive 100% of the credit for the conversion.

Usually, advertisers prefer the first-touch attribution model for brand awareness campaigns because it is easy to implement and track. There is no need to wait until the end of the customer journey. It is possible to test a few campaigns on a few sources simultaneously to understand what works best for the brand. For example, run a campaign with two variants of messages on streaming and see which message works best to attract customers to subscribe on social media. That is how this model helps businesses allocate resources more effectively by identifying which channels, CTA, or type of content are most effective at capturing initial engagement.

Of course, this model has disadvantages. One is oversimplification. Focusing on the first interaction overlooks the impact of subsequent touch points in the customer journey. The other is applicability. It doesn't work for all and is best suited for businesses with shorter sales cycles or those focusing on brand awareness rather than complex, multi-step conversions.

How to measure the effectiveness of first-touch attribution in a campaign

There are a few steps that can help to create and measure the first-touch attribution approach's effectiveness and impact.

The campaign's goal must be clear and measurable. For example, it could be - "to increase brand awareness," "to drive website traffic," "to attract subscribers to the brand's socials," etc. Certain metrics, such as conversion rates, revenue generated, and the number of subscribers, should have KPIs.

Platforms like Google Analytics, HubSpot, or Facebook Analytics help to track the first touchpoint for each customer interaction. Data should be collected from all marketing channels where the campaign runs.

At this step, the first-touch attribution model can be applied to assign 100% of the credit for conversions to the initial interaction.

Advertisers assess which channels are most effective at driving initial engagement and conversions and calculate each channel's ROI.

Based on the data received, marketers identify the high-performing channels and allocate more budgets to them. Advertisers can also refine messages and change content to improve customers' interactions at the initial touchpoint.

In the context of TV advertising, first-touch attribution can be particularly useful for understanding how initial brand exposure through TV influences customer behavior.

Last-touch attribution is a marketing attribution model that assigns 100% of the credit for a conversion to the last interaction a customer has with a brand's advertising before making a purchase or taking a desired action. This model focuses on the final touchpoint in the customer journey. For example, the viewers saw a TV ad during the movie that ran on streaming with CTA "Buy with discount by promo code 'Movie name'" and made a purchase using this promo code. This ad would receive 100% of the credit for the conversion under last-touch attribution.

The model identifies the last point of engagement with the brand's ad before a conversion occurs. This final interaction receives all credit for the conversion, regardless of previous interactions with the brand.

Last-touch attribution is straightforward to implement and understand, making it accessible for marketers. It helps improve the conversion rate in the last stages of the customer journey by refining ad content, messaging, and CTAs.

However, like the first-touch attribution model, it has some challenges. For example, it may overlook the impact of earlier interactions in the customer journey. This model stimulates marketers to focus solely on being the last touchpoint, which can lead to strategies that prioritize short-term gains over long-term customer engagement. Last-touch attribution does not provide a clear picture of the incremental impact of each channel on conversions, making it difficult to assess true ROI.

This approach is good for campaigns with shorter sales cycles or if immediate conversions are needed.

In the context of TV advertising, last-touch attribution can be particularly useful for understanding which final interactions drive conversions. This is especially true with the rise of streaming, which allows for more precise tracking and attribution than traditional linear TV.

Best Practices for Last-Touch Attribution in TV Ads

Identifying goals is most important here, whether it's driving sales, website traffic, or brand engagement.

Customers can watch from different devices - whether a small old kitchen TV or the latest model of Smart TV in the living room - and advertisers should track all of them while staying compliant.

3. Monitoring and Optimizing in Real-Time

Real-time reports and insights enable tracking campaigns' performance and adjusting strategies on the fly.

Platforms like TV+ offer real-time reports, AI-driven insights, and real-time optimization to help improve campaigns on the fly.

Last-touch attribution and first-touch attribution are two distinct marketing attribution models that differ primarily in how they assign credit for conversions.

First-touch focuses on the initial interaction a customer has with a brand. It assigns 100% of the credit for a conversion to this first touchpoint. It works perfectly for brand awareness campaigns and is used by marketers to identify which channels are best for attracting new customers.

The last-touch model concentrates on the final interaction before a conversion occurs. It gives 100% of the credit to this last touchpoint, highlighting its impact on driving the conversion. This approach is useful for analyzing the previous stages of the customer journey and pinpointing which interactions are most influential in leading to deals.

Both models can be useful, but marketers should continuously test different attribution models, creatives, and targeting strategies to identify what works best for the campaigns on the various stages of sales funnels and customer journeys.

It is also very important which industry marketers represent because what works for pharma may not work for real estate.


First-touch gives credit to the first interaction; last-touch credits the final one. Both help optimize TV ads but suit different stages of the customer journey.

First Touch vs Last Touch Attribution. Models Explained

Years ago, the customer journey was much longer than now. After seeing an ad on TV, customers looked for additional information from offline sources like newspapers or catalogs, then had to go to the mall and choose between proposed goods. But the internet changed everything. Now, the audience may know everything about the product and company without standing up from the couch. They can even buy without leaving home. Interactivity in CTV advertising is a great tool that helped to change passive TV ad watching into an engaging experience. Interactive CTV advertising leverages advanced creative features such as clickable elements, QR codes, dynamic overlays, and gamification to encourage viewer interaction directly from their connected devices, such as smart TVs or streaming media players.

Key Features of Interactive CTV Advertising

: Allows viewers to browse and purchase products directly from the ad

: Immersive gaming experiences within ads

: Showcase multiple products or stories in a rotating format

: Viewers can scan to access more information or purchase directly

Interactive CTV ads not only have higher engagement compared to traditional formats but also provide valuable data on viewer interactions with advertisements, and this helps to optimize existing campaigns, improve future ad campaigns, and make CTV ad targeting smarter and more effective.

What is a QR Codes and How to Use Them on TV Ads

QR (Quick Response) codes are visual elements in TV ads that viewers can scan with a smartphone or tablet to get additional information about the product. The QR codes usually lead to some web content (product service description, instruction, landing page, video, etc.).

Advertisers use QR codes to enhance viewer engagement, driving immediate actions and providing measurable insights into campaign performance.

QR codes capitalize on the common practice of viewers using their smartphones while watching TV so advertisers can capitalize on the "second-screen" phenomenon. This allows advertisers to reach customers across multiple devices simultaneously and increase interactions with brands.

QR codes provide real-time data on scan rates, locations, and times, offering valuable insights into viewer behavior and ad effectiveness. This data helps marketers evaluate campaign success and optimize future strategies. By tracking QR code scans and subsequent actions (e.g., purchases or "follow" clicks in social media), advertisers can directly attribute conversions to specific ads.

With detailed metrics, advertisers can refine their targeting and ad spend allocation, ensuring that resources are used more effectively to maximize ROI.

Incorporating brand logos and colors into QR codes enhances brand identity and trust. QR codes can also direct viewers to personalized content or offers (for example, QR codes could lead to different content depending on the movie or TV show genre that viewers are watching), increasing relevance and engagement.

How to use QR codes in TV Ads at Different Stages of the Sales Funnel

It may seem that QR codes work only in the purchase stage when advertisers add these codes with a "Buy now" call to action and lead their customers to the purchase page. Still, there are many more opportunities for QR codes to improve communications and conversions at every stage of the 

QR codes can be used to introduce viewers to a brand by linking to engaging content or interactive experiences that capture attention and generate interest. For example, a QR code might direct viewers from some TV show to a brand's YouTube channel or Instagram page.

In the second stage, QR codes can lead to detailed product information, tutorials, or testimonials. Personalized content that helps improve engagement and curiosity about the product can reach an audience that has already shown interest.

At this stage, advertisers can try more conversion-focused messages, such as suggesting viewers watch a demo of the product or offering an exclusive deal or discount that works only if viewers use this specific QR code.

QR codes can create shoppable ads by linking directly to the purchase or checkout pages (or chatbot), facilitating immediate buying. This helps minimize barriers and complete a sale.

Best practices with QR codes in TV advertising

QR codes are a great tool for helping advertisers improve TV ads, but they are not perfect. Their effectiveness can be limited by factors such as screen size, QR code visibility, and the need for clear calls to action. Here are some best practices that can help make QR codes more effective.

The QR code should be visible and tested on every screen type on which the ad will run. At the same time, it shouldn't be annoying or distracting from the show or move (it is better to place it in the screen corner).

The QR code should respond to the call-to-action. For example, if the CTA is "Buy Now" or "Get Exclusive Deal" the QR code should lead to the product purchase\exclusive offer page and not to the reviews or product description.

The QR code should be on the screen for enough time for viewers to notice it. Some test campaigns with small budgets could help advertisers determine the perfect duration of the QR code on the screen. To maximize engagement, it's better to align the QR code display with key moments in the ad.

QR codes provide real-time data on scan rates, locations, and times, allowing advertisers to measure campaign effectiveness and optimize future advertising strategies.

Interactive CTV ads boost engagement with clickable elements, QR codes, and gamification, turning passive TV viewing into measurable, data-driven ad experiences.

QR code on TV commercials. How Interactive CTV Ads Boost Conversions

Usually, brand and performance marketing are both parts of the strategy. If we are talking about measurable results, such as sales, growth, clicks, and leads, it's all about performance marketing, and some suggest that brand marketing isn't worth investing in. But is it? Let's take a look at the companies that have been successful for years and even decades - they spent millions and even billions on brand awareness, and the customers can recognize the company's product by a few musical notes from a TV ad or by a small logo on a billboard.

Brand vs performance marketing is not a competition; it's a powerful union, and only those marketers who find the perfect balance can succeed.

When advertisers talk about performance marketing, they usually mean driving immediate actions like sales, clicks, or conversions. Performance campaigns are mostly short-term and results-oriented, and marketers use different metrics to measure campaign results.

: CPC = Total Advertising Cost ÷ Total Number of Clicks.

: Helps control and optimize ad spending by ensuring more clicks for the same budget.

Measures the percentage of users who click on an ad after seeing it.

: CTR = (Total Clicks ÷ Total Impressions) × 100.

: Indicates ad effectiveness and relevance to the target audience.

Measures the cost of acquiring a customer or lead.

: CPA = Total Advertising Cost ÷ Total Number of Acquisitions.

: Shows campaign efficiency in converting users into customers.

Measures revenue generated per dollar spent on advertising.

: ROAS = Revenue Generated from Ads ÷ Advertising Cost.

: Evaluates campaign profitability and helps allocate budgets effectively.

Measures the percentage of users who complete a desired action.

: Conversion Rate = (Total Conversions ÷ Total Visitors) × 100.

: Reflects campaign effectiveness in turning visitors into customers.

Measures the total value of a customer over their lifetime.

: Helps understand long-term profitability from customer acquisition efforts.

Cost Per Impression (CPI)/Cost Per Mille (CPM)

CPM = (Total Ad Cost / Total Impressions) × 1000.

: Useful for high-funnel campaigns focused on brand awareness.

: CPL = Total Marketing Spend / Total Number of Leads Generated.

: Essential for campaigns focused on lead generation

 is a tool that almost all advertisers use in their marketing strategy. Paid ads on search engines like Google target specific keywords. Users see short ad messages with specific CTAs. The main benefit of SEM is that it provides highly relevant traffic and measurable ROI.

 Platforms like Facebook, Instagram, YouTube, and others offer almost the same ad capabilities as SEM, which targets ads based on demographics and behaviors.

 also be a performance tool. It involves direct marketing to users via email, often to those who have shown interest and left requests or provided emails to the brand. Campaigns are usually automated and personalized.

 TV is now also a part of performance camping and can be as representative as all other channels.

Today, streaming TV targeting capabilities are similar to those of digital platforms like Google or Meta. Advertisers can reach specific demographics, interests, and behaviors on TV, including much more than typical age and gender. Platforms like 

 have a number of specific audiences, so advertisers can create campaigns that resonate with customers’ needs.

CTV provides measurable outcomes, enabling advertisers to track the success of their campaigns and make data-driven decisions to optimize. Main 

 like CPM, unique reach, or frequency help to build a data-driven strategy.

CTV ads can have higher engagement and recall rates than other digital platforms, mostly due to their larger screen size and “sit-down effect” when a person is concentrated on what’s going on on screen. Streaming can also be integrated with other digital channels to create cohesive marketing efforts and a 

Key Advantages of CTV for Performance Marketing

Integration with Broader Marketing Strategies.

Nike's "Just Do It" launched in 1988, Coca-Cola's "Holidays are Coming" and Dove's "Real Beauty" - these campaigns are iconic and great examples of how brand marketing works. These campaigns are renowned for their creativity, emotional resonance, and ability to engage global audiences. Brand marketing can indeed help reduce costs for performance marketing and shorten customer journey steps in several ways:

Reduced Customer Acquisition Costs (CAC).

 By building brand awareness, potential customers are more likely to recognize and trust the brand, making them easier to convert. This reduces the number of touchpoints needed to acquire a customer, thereby decreasing CAC.

 When customers are already familiar with a brand, they are more likely to move quickly through the 

. This familiarity reduces the number of steps required in the customer journey, as customers are more inclined to trust and engage with a recognized brand.

 Brand equity built through brand marketing can enhance the effectiveness of performance marketing campaigns. Recognized brands encounter less resistance from potential customers, leading to higher conversion rates and improved campaign ROI.

 While performance marketing can drive immediate results, brand marketing provides long-term sustainability by building loyalty and trust. This foundation supports ongoing performance marketing efforts by ensuring a consistent audience base.

 Measures how well consumers recognize and recall the brand. It is essential for establishing a brand presence and influencing purchase decisions. Surveys, branded search volume, direct website traffic, and social media mentions help to measure brand awareness.

 Tracking how consumers feel about the brand, often through social media and customer feedback, helps to understand consumer perception and loyalty. To measure brand sentiment, advertisers need social media analytics, customer surveys, etc.

measures interactions between consumers and the brand, such as website visits, social media interactions, and purchases. Website traffic, social media engagement metrics (likes, shares, comments), and customer retention rates help understand engagement.

assesses how likely customers are to continue purchasing from the brand. It reflects long-term customer retention and brand advocacy. The specific measurements for this metric are customer retention rates and repeat purchase metrics.

 It compares a brand's visibility and presence in the market to competitors, helping to understand a brand's market position relative to competitors. Measurement includes social media mentions, media coverage, and market share analysis.

represents the value of the brand based on consumer perception and loyalty. It affects pricing power, customer retention, and overall brand strength. Financial metrics like revenue growth, customer lifetime value, and brand valuation studies helpmeasure brand equity.

 Valuable content (blog posts, videos, podcasts) helps attract and retain a clearly defined audience. It builds trust, establishes authority, and drives long-term engagement.

 uses platforms like Facebook, Instagram, and LinkedIn to promote brands and engage with audiences.

ptimize websites\landing page content to rank higher in search engine results, improving visibility and organic traffic.

 is a brand new but very perspective tool. Understanding how AI interprets and prioritizes information helps create content that will be more visible to AI algorithms and shown in AI search results (in tools like Perplexity or chat GPT) more often.

 communicates directly with subscribers through personalized emails, fostering loyalty and encouraging conversions. It offers a direct line to customers, enabling targeted promotions and nurturing.

. National TV ads provide broad reach and help to find audiences that can't be reached on other channels.

Linear TV provides an unparalleled ability to reach a large, diverse audience simultaneously, making it perfect for brand awareness campaigns. It also helps to reach older audiences (55+, 65+, and older) who may find it harder to get through digital channels and even streaming TV. And today, Linear could be data-driven, the same as streaming. Traditional TV allows for longer ad formats, enabling brands to tell compelling stories and create emotional connections with viewers. Live events still attract a number of viewers, and engagement during these events is really high; it is expensive but allows companies to build brand awareness and credibility. Combining linear TV with digital channels like streaming, social media ads, and others can create a cohesive strategy that balances broad reach with targeted precision.

Marketing strategies often prioritize either brand or performance marketing, but the most effective approach combines both. While performance marketing focuses on immediate, measurable outcomes, it can become unsustainable without a strong brand foundation. A strategy centered only on performance may generate quick conversions but lacks the long-term impact needed to build recognition and trust. On the other hand, brand marketing establishes credibility and emotional connection but does not always deliver immediate returns. The key to success is striking the right balance, an approach known in TV advertising as Brandformance TV. Performance marketing relies on metrics such as cost per acquisition (CPA), return on ad spend (ROAS), and conversion rates to measure effectiveness. Showing measurable results is essential for channels such as paid search, SMM, and streaming TV. However, without brand awareness, performance-driven efforts often lead to higher acquisition costs and lower conversion rates. Customers who are not familiar with a brand are less likely to engage, and repetitive transactional messaging without deeper brand reinforcement can lead to diminishing returns. Brand marketing, on the other hand, builds familiarity and long-term engagement. A balanced strategy leverages both strengths. By applying Brandformance TV, advertisers achieve the necessary balance to drive immediate results while strengthening brand equity for the future.

Balancing brand and performance marketing is key. Brand builds trust, while performance drives results. Brandformance TV combines both for lasting impact.

Performance Marketing vs Brand Marketing. Difference Explained

Chase prime-time slots aim for the lowest CPM, focus on placements that guarantee the message reaches the right audience, or purchase at the last minute for an attractive price. The real goal of TV ad buying isn't just to secure airtime - it's to drive measurable impact.

To maximize the investment, it's important to navigate the complexities of TV spot purchasing, avoid common pitfalls, and refine the strategy for maximum effectiveness.

There are different methods to purchase TV ad slots. Each has advantages and disadvantages based on budget, planning needs, and flexibility. Everything is focused on direct response and measurable outcomes.

 means that advertisers purchase TV ad slots well in advance of the upcoming television season (usually late spring - early summer). This process typically kicks-off with an annual event where TV networks present their programming lineups to advertisers and begin the negotiation process. Buying upfront means premium inventory at more favorable rates but requires a long-term financial commitment. It is best suited for brands with predictable budgets and established media strategies.

Advantages of buying TV ad slots on Upfront:

Bulk buying reduces costs compared to scatter market purchases.

Advertisers secure ad space in high-demand programming.

Networks and advertisers benefit from financial and scheduling certainty.

 allows advertisers to buy available inventory closer to the broadcast date. This option provides greater flexibility and the ability to adjust campaigns based on real-time needs. However, ad rates in this market tend to be higher, and availability can be unpredictable.

Advantages of buying TV ad slots on Scatter Market:

Ad slots could be purchased closer to the airdate, enabling the strategies to be adapted based on current market conditions, viewer preferences, and real-time data.

Targeted audience reach. Specific geographic regions and time slots that align with the target audience's viewing habits could be selected.

Data-driven decision. Advertisers can have real-time insights to adjust ads' messages based on audience response.

Budget optimization. Last-minute deals or unsold inventory for lower rates can help save some money.

Flexibility. Scatter buying allows advertisers to avoid being locked into contracts for an entire season.

Brands can adjust the creative elements of their campaigns right up until the broadcast date. This agility helps ensure that advertisements remain relevant and resonate with viewers based on the latest trends and insights.

Key Differences: Upfront vs. Scatter Market

This is the last call for advertisers. This method involves purchasing last-minute, unsold inventory at reduced prices. It is cost-effective but limited in terms of placement control and audience targeting. Advertisers using this approach must be flexible with scheduling and creative execution, but it's a great opportunity for brands looking for cost-effective and flexible options.

Cost-effectiveness. For broadcasters, it's better to sell slots for a low price and leave them empty so advertisers can achieve TV exposure without high spending. This could work for starter brands or that have low budgets but want to advertise on TV.

Broad reach for smaller budgets. Remnant advertising provides access to TV's vast audience at reduced rates.

The place for testing. Remnant ads allow brands to test new markets or audiences without committing to long-term contracts or high costs.

Brand awareness improvement. Businesses can get more exposure without spending as much money.

Advertisers decide between Upfronts, Scatter, and Remnant based on budget, risk tolerance, and campaign objectives. Many use all three options - securing key placements early through Upfronts for better pricing while keeping flexibility with Scatter for last-minute adjustments and even buying some slots on Remnant.

What is the step-by-step strategy for buying TV ad slots?

First, brands should define the role of TV ads in their media mix and clearly outline what is planned to be achieved with TV ad campaigns. Common objectives include increasing brand awareness, driving sales, or promoting a specific product.

Brands should research their targeted audience to understand customer needs and demographics, including age, gender, interests, and viewing habits. The more details, the more possibilities there are for creating an ad campaign that meets audiences' needs.

It's time to set the budget. This budget should align with your objectives and consider both production costs and media buying expenses.

Advertisers need to choose the market where they want to buy ads, decide whether to purchase ad slots in the Upfront, Scatter, or remnant market or divide their budget between all options.

. The more detailed the plan is, the easier it is to work on and update.

Brands should look for an agency or platform that can help negotiate better rates and placements based on their industry relationships.

After the ads air, performance must be tracked using metrics such as unique reach or frequency. This data will help assess the effectiveness of your campaign.

Constant optimization is very important. Based on the collected data, advertisers can receive real-time insights that help improve ad campaigns and strategies.

What are the biggest risks for advertisers when buying TV ad slots?

Ad fraud is a major concern in the TV advertising landscape, particularly in CTV. Bad actors can exploit vulnerabilities in the system, leading to wasted ad spending through fake impressions, click fraud, or domain spoofing. For instance, advertisers may pay for ads that are never actually seen by real viewers, resulting in significant financial losses. The best way to avoid ad fraud is to find a trusted partner.

Purchasing ad slots, especially in prime time, during popular shows or events, can be prohibitively expensive. The financial commitment required for upfront buys can strain budgets, particularly for smaller businesses or those with limited advertising resources.

There is a risk that the shows surrounding the ads may not perform well with audiences. If a program does not attract viewers as expected, the effectiveness of the ads can diminish significantly.

Measuring the effectiveness of TV ads can be complicated due to the lack of immediate feedback and clear performance metrics. Traditional methods often rely on indirect correlations, such as spikes in web traffic after an ad airs, which do not accurately isolate the impact of each touchpoint.

Also, in the remnant market, advertisers may face such risks as lack of scale, where they can only choose from what’s left over, and the risk of not reaching the target audience.

TV spot buying includes Upfront (early, premium slots), Scatter (flexible, real-time buys), and Remnant (low-cost last-minute deals). Strategy is key!

Navigating the Scatter Market Amidst Uncertainty