TV That Performs: Stop Wasting Budget, Start Driving Growth
Wednesday, July 23, 2025
What We Covered:
- TV is a performance channel—not just a brand builder. Learn why smart marketers are shifting budget from last-click into scalable, incremental channels like Streaming TV.
- Cut through waste with smarter buying. Discover how Bliss Point by Tinuiti tech identifies undervalued inventory and reallocates spend dynamically to drive true business outcomes.
- Optimize every dollar, every day. Learn how real-time feedback loops and incrementality-based insights help you ditch legacy tactics and enjoy the measurable growth your media dollars deliver.
- Streaming’s sweet spot in the funnel. Understand how addressability, flexible buying, and sophisticated measurement can transform CTV into the backbone of a modern full-funnel strategy.
Shasta Cafarelli
Senior Vice President, Media Investment TinuitiIn a world of chasing clicks, Tinuiti challenges the norm: clickable doesn’t always mean incremental. The real waste? Budget stuck in channels that don’t deliver meaningful growth.
Streaming TV is your brand’s most undervalued growth lever—and with Tinuiti’s patented tech, Bliss Point, we dynamically shift spend to what actually performs.
If your media strategy is stuck in 2019, it’s time to rethink. TV has evolved. So should your media budget.
Join Tinuiti’s in-house experts, Harry Browne and Shasta Cafarelli, for a behind-the-scenes look at how we optimize TV for real performance – not passive impressions!
Transcript Highlights
This webinar, led by Harry Brown and Shasta from Tinuiti, addresses how to effectively leverage TV advertising in today’s dynamic media environment.
The Evolving TV Landscape
The presenters highlight significant shifts in how audiences consume TV:
- Linear TV audiences are declining and skewing older, while streaming TV is rapidly becoming mainstream with a demographic mirroring the general population.
- This shift is partly driven by live sports and major events migrating to streaming platforms.
- From a consumer perspective, the lines between streaming and linear TV are blurring; access to desired content is key.
From an advertiser’s viewpoint, economic pressures mean budgets are tighter, demanding more deliberate investments and measurable ROI. The outdated view of TV as merely an “upper-funnel” awareness channel is challenged; with the right approach, TV can drive results across the entire marketing funnel. Moreover, TV offers an opportunity to diversify beyond the monopolistic pricing of platforms like Meta and Google.
Five Pillars of Effective TV Advertising
The webinar outlines five crucial elements for successful TV campaigns:
- Measurement: Despite the absence of clicks, deterministic, one-to-one attribution is possible for streaming TV by linking ad impressions to KPIs using identifiers (e.g., IP addresses). For linear TV, patented models measure short-term ad impact and contribute to comprehensive Marketing Mix Modeling (MMM), providing incremental impact analysis.
- Audience & Placement: Successful campaigns start with a deep understanding of the consumer—their motivations, journey, and media habits. Tinuity uses data-defined audiences, layering first-party and third-party data, behavioral intent, and psychographic signals. Placement goes beyond basic scheduling, focusing on intentional timing to reach audiences when they are most receptive and actionable.
- Price (Value): “Price” encompasses overall value, not just media cost. Tinuity leverages pre-negotiated CPMs and agile buying practices to ensure efficiency and optimization without being tied to rigid commitments.
- Creative: The message is paramount. Tinuity emphasizes a data-driven approach to creative, analyzing what aspects of an ad are working and why, to continuously refine and improve future creative iterations. Case studies like Brooks Brothers demonstrate how combining brand awareness with direct-response elements can yield strong reach and conversion lift.
- Holistic Impact: TV campaigns don’t exist in isolation. Tinuity’s approach integrates TV’s impact with all other marketing efforts. This includes MMMs that incorporate incrementality testing for fast, actionable insights, brand equity tools to quantify awareness gains into revenue, and integrations for in-store sales tracking, ensuring a comprehensive view of ROI. This integrated strategy was key to the success of Square’s B2B streaming campaigns, which saw incremental lift without increased cost per acquisition.
Key Takeaways
Combining strategic audience targeting, optimized placement, smart pricing, data-driven creative, and holistic impact analysis allows TV to deliver powerful results across the entire funnel.
TV is a versatile channel, suitable for brand building and acquisition.
A robust measurement framework is crucial to understand TV’s incremental impact.
