But Minneapolis-based Marketing Architects has working on the next generation of TV ad for more than two decades now.
The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach major milestones.
Now, Hengel thinks TV can be used to power two very different kinds of marketing goal.
“I think you really should look at TV from two perspectives,” he says in this video interview with Beet.TV:
“The challenge is, how can you do both of those in the same type of campaign today? If you can do that, you’re going to get far more benefit from TV than if you just look at it as a brand channel or as a performance channel.”
In the last couple of years, as broadcast media have become connected, Marketing Architects has gained new super-powers.
A partnership through which it utilizes TVSquared, a technology company allowing brands and agencies to measure and optimize TV ad campaigns, is a driving factor.
]]>Performance has always been a priority for the retailer geared to millennial men “because we grew up in the digital realm, where everything could be tracked and you can attribute revenue specifically to ad campaigns,” Hum says in this interview with Beet.TV at the recent VAB Direct To Success event in Manhattan.
“What we don’t like is a general if you spend it you’ll just kind of see it materialize somewhere and it’s all kind of wishy washy. It’s really important for us to be able to measure the actual performance of television and not just kind of throw the money into the air and hope it comes back to use later on.”
Hum was one of the main presenters at the VAB session, along with Peloton Founder & CEO John Foley. For TV campaign attribution, Touch of Modern— which offers unique and new-to-market products not easily found at retailers—works with TVSquared.
“We measure a baseline of traffic before and after each airing and then we attribute the spike in traffic to television,” says Hum, noting that the company’s most important KPI’s are “sales, signups and sessions.”
His key takeaway for other companies is that “TV nowadays can be measured just as precisely as digital, and it’s really important to have a diversified portfolio when it comes to marketing.”
Launched in 2012, Touch of Modern shot its first iteration of a TV commercial using its employees and an in-house production team. While it worked pretty well, version #2 created largely by Marketing Architects “opened up new markets. Things that didn’t work before suddenly started working with the new creative.”
One way in which creative for digital media differs from TV is that “every banner is pretty short-lived, whereas the creative you produce for television tends to have a longer life span.”
This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium. For more segments, please visit this page. This series is presented by TVSquared.
]]>The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach major milestones.
In the last couple of years, as broadcast media have become connected, Marketing Architects has gained new super-powers.
A partnership through which it utilizes TVSquared, a technology company allowing brands and agencies to measure and optimize TV ad campaigns, is a driving factor.
“We are making optimizations really regularly, probably weekly,” says Matt Hultgren, VP Analytics, Marketing Architects, describing his use of the platform in this video interview with Beet.TV.
“You can actually tell how are two different creative performing. If one creative is bombing … you can potentially pull back on that creative or maybe pull it all together to optimize your budget and make it work harder for you.
“It really goes for the media side of things as well. Starting to find those segments of media that performed the best for you and starting to maybe heavy up in those particular areas. We’re pulling back from those ‘maybe’ mixes that don’t work as well.”
This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium. For more segments, please visit this page. This series is presented by TVSquared.
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