What's Happening?
During a Brandweek 2025 session, marketing effectiveness consultant Dale Harrison and Angela Voss, CEO of Marketing Architects, discussed the importance of broad reach in TV advertising. They emphasized
that while hyper-targeting is popular, broad reach remains crucial for brand-building. Harrison explained that reaching a large audience is essential for maintaining market share, as consumers often forget brands over time. Voss highlighted the need for digital marketers to move beyond niche targeting and consider broader strategies to engage secondary growth targets. The session also addressed misconceptions about the costs of TV advertising, noting that while TV can be expensive, it offers significant brand-building potential.
Why It's Important?
The discussion underscores the ongoing relevance of TV advertising in a digital age where hyper-targeting is prevalent. By focusing on broad reach, brands can ensure they remain top-of-mind for consumers, which is vital for driving sales and maintaining market presence. This approach can be particularly beneficial for brands with smaller reach, as it allows them to maximize the impact of their creative efforts. The insights shared by Harrison and Voss suggest that brands should reconsider their advertising strategies to include broader reach, potentially leading to increased brand recall and customer engagement.
What's Next?
Brands may need to reassess their advertising budgets and strategies to incorporate broader reach tactics. This could involve balancing frequency and reach to optimize consumer engagement. As TV remains a full-funnel channel, marketers might explore new measurement models to evaluate campaign performance effectively. The session suggests that brands should harness empirical data and strategic insights to drive growth through TV advertising, potentially leading to a shift in how digital marketers approach TV campaigns.
Beyond the Headlines
The emphasis on broad reach in TV advertising highlights a potential shift in marketing strategies, where brands might prioritize long-term brand-building over immediate sales. This approach could lead to a reevaluation of how brands allocate their advertising budgets, especially in the context of digital and CTV platforms. The discussion also raises questions about the role of TV in a rapidly evolving media landscape, where digital channels are increasingly dominant.
