It used to be that we all tuned in at 8 pm on Thursdays to watch Cosby, Friends, Will & Grace, etc. Now, streaming video is everywhere and on-demand, making it harder for marketers to maintain the same reach on a single channel. This shift is partly what makes the Super Bowl so interesting—it's one of the few remaining events that have a global reach of 115 million Americans.This week, we welcome Angela Voss, CEO of Marketing Architects, to discuss the current digital age. With streaming services on the rise, marketers face the challenge of adapting their strategies to stay relevant in both linear and streaming TV formats. We also delve into unique insights, debunk myths, and explore what the future holds.This is a great episode, and we hope you enjoy it!Our Guest:Angela Voss - Chief Executive Officer at Marketing Architectshttps://www.linkedin.com/in/angelamvoss/Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠Get in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Timestamps0:44 - Introducing Angela Voss2:30 - The benefits of linear and connected TV4:53 - Fragmentation is not the death of6:41 - Tips on TV media planning 9:44 - TV as a building channel is outdated thinking11:54 - Digital complexity is pushing people back to TV13:50 - Pretesting TV creative16:15 - The correlation between pretesting and business impact18:04 - Super bowl Alcohol Ads Test Results21:12 - Why Budweiser’s Clydesdale ads was so successful22:32 - Super bowl Delivery Ads - Doordash vs. Uber Eats Test Results26:55 - How pretesting can help your ad creative27:58 - Super bowl Gambling Ads - Fanduel vs. Bet MGM Test Results31:55 - How science can improve the art of ad creative34:37 - 3 ways to measure TV impact - micro, macro and business39:52 - The myths of media buying42:39 - Why the most effective frequency is 148:10 - The most effective CTV strategy50:51 - The future of media buying53:30 - Advice for marketers and advertisers buying TV 56:34 - the small business opportunity with CTV57:40 - How to find out more about Angela58:59 - The post-pod with V and MarcWhere to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber