185 - Cracking the Code of Successful TV Advertising, with Angela Voss

How does TV advertising differ from digital ads?  In this week’s episode, Daniel chats with Angela Voss, CEO of Marketing Architects, about the intricacies of TV advertising. Angela reveals her best strategies for balancing short-term results with long-term brand building in the television world and explains why short-term thinking and cognitive bias impede marketers from doing their best work. Plus, why should marketers think outside the narrow mindset that television advertising is just a short-term marketing play?  Angela explains how television advertising isn’t just a tactic for a quick audience grab—it’s a viable, long-term strategy when used correctly. Find out how she suggests utilizing television advertising and why the greatest risk in marketing is avoiding risk altogether.    0:00 Intro/Background 4:57 Market and Out-of-Market Consumers 8:53 Understanding Target Audience 16:40 Short-Termism 20:43 Metric Methodologies 22:43 Testing Out TV Ads 29:32 A Hill to Die On 34:38 Why You Should Test Other Channels   Follow Angela:  Website: https://www.marketingarchitects.com LinkedIn: https://www.linkedin.com/in/angelamvoss/   Follow Daniel: Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing   Sign up for The Marketing Millennials newsletter:  www.workweek.com/brand/the-marketing-millennials   Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com