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388: Marketing Architects Has a Better Way to Do TV Advertising – CEO, Angela Voss

388: There’s a Better Way to Do TV Advertising with Angela Voss, CEO of Marketing Architects

Angela Voss majored in mass communications and got her first job out of college in digital marketing. She started with Marketing Architects in 2007, when they were solely operating in radio. About a year after she joined, Marketing Architects announced they were going to enter TV. With a love of television and no fear of a challenge, she worked for many years to build out the TV team and identify how Marketing Architects would compete with differentiation in media buying. She ran that team until 2015, when she moved to lead the client management team. In 2023, she became CEO, and today she leads 125 employees in solving TV’s pricing, measurement, and scale challenges.

Marketing Architects is a full-service TV agency that places ads in both linear and streaming formats. With an All-Inclusive TV model, their clients only pay for the media budget, and Marketing Architects invest capital in all of the other necessary elements such as strategy development, brand positioning, creative conception, pretesting, full productions, conversion and measurement tracking, as well as 3rd party attribution.

In this episode, Alan and Angela discuss why TV should be thought about differently today, what types of companies should be thinking about it, the ways Marketing Architects is using AI to overcome inefficiencies in media buying, and how their All-Inclusive TV model benefits their clients and sets them apart from other agencies. Marketing Architects recently used their own data and case studies to publish a report called Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising. Angela outlines many key findings from that report, including the benefits of reach over tight targeting, the role of cost in determining a TV campaign’s ROI, and how to balance sales with awareness.

In this episode, you’ll learn:

  • Key findings from Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising
  • Has the marketing world leaned too far into targeting? The benefits of reach over tight targeting in TV
  • What is a “positive spill,” and how can advertisers maximize their campaign’s ROI?
  • “Both-ism” and how to balance goals through TV advertising

Key Highlights: 

  • [01:45] Character building with basketball
  • [03:25] Started from the bottom now she’s CEO
  • [05:30] What makes Marketing Architects unique?
  • [07:30] Ideal Marketing Architects client profile
  • [09:00] Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising
  • [12:25] Reach over tight targeting
  • [15:15] Has the marketing world leaned too far into targeting?
  • [17:30] The significant role of cost in determining a TV campaign’s ROI
  • [20:45] Battling the inefficiencies of media buying
  • [21:40] Balancing sales and awareness
  • [26:22] The impact collegiate sports had on her career
  • [27:00] Advice to self? Chill out.
  • [27:35] The AI adoption curve
  • [29:30] Category design
  • [31:30] Having healthy paranoia 

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