S5 E8 - TV’s Top Advertising Strategies Revealed, with Juhi Pikale (Fabletics) and Austin Santino (Tatari)
Limited Supply
· with Juhi Pikale and Austin Santino
· September 27, 2023
· 53 min
Summary
Traditional TV advertising is evolving, presenting a massive opportunity for DTC brands. This episode debunks myths around cost and effectiveness, providing a roadmap for integrating TV into your performance marketing strategy. Learn how Fabletics leverages TV for growth, the nuances of linear vs. streaming, and essential creative and budgeting considerations to maximize ROI.
Key takeaways
Brands should consider TV testing when scaling new products or expanding market reach, especially for DTC brands looking to build brand awareness alongside performance.
Differentiate between linear and streaming TV platforms, understanding their unique targeting capabilities and cost structures to optimize ad spend. Streaming often allows for more targeted, performance-driven campaigns.
Invest in compelling creative tailored to TV, understanding that successful creative can significantly reduce perceived ad costs and improve campaign efficacy. Test different formats and lengths.
Don't be deterred by perceived high costs; TV advertising can be cost-effective with strategic planning and measurement. Focus on ROI and consider a blended approach for broader reach and targeted performance.
Leverage celebrity endorsements or influencer content thoughtfully, recognizing its potential impact on brand perception and ad effectiveness when integrated authentically and strategically.
Television isn’t dead. Find out exactly how and why your brand should be utilizing television ads to boost your marketing strategy.
Nik and Moiz chat with Juhi Pikale (VP of Performance Marketing at Fabletics) and Austin Santino (Client Development for Tatari) about the ins and outs of TV advertising, including the differences between various platforms, the pros and cons of using various targeting strategies, and which creative approach is best for different stages of development.
Should you go broad or targeted? What’s the difference between linear and streaming? Which format should you test creative on first?
Stay tuned as Juhi and Austin debunk some common myths about TV advertising and share their insights like how much you should really be spending on your ads.
00:02:09 - When Does TV Testing Make Sense for Brands?
00:11:43 - Will AI Win or Lose in the AI Arms Race
00:13:08 - Fabletics: Broad or Targeted Marketing?
00:18:57 - The Shocking Cost of TV Ads
00:20:18 - Breaking the Myth of TV Advertising Costs
00:25:12 - The Impact of Celebrity Content
00:29:06 - Marketing Hill I Will Die On
00:34:35 - The Rise of DTC Brand Integrations
00:39:27 - The Cost of Streaming vs. Linear TV
00:46:54 - Maximizing TV Campaign Success: Key Elements to Consider
00:48:25 - Effective TV Advertising Strategies Revealed
00:53:44 - Teaching Story to Your Team
00:58:25 - Moonshots: Would You Eat Lab-Grown Meat?
Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.
Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ
And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik and Moiz’s most unfiltered, uncensored thoughts.
Follow Nik:
Twitter: https://www.twitter.com/mrsharma
Follow Moiz:
Twitter: https://www.twitter.com/moizali
Follow Juhi:
LinkedIn: https://www.linkedin.com/in/juhi-p-91b35449/
Follow Austin:
LinkedIn: https://www.linkedin.com/in/austin-santino-26b114112/
Tat
Frequently asked about this episode
What does this episode say about paid acquisition?
Brands should consider TV testing when scaling new products or expanding market reach, especially for DTC brands looking to build brand awareness alongside performance.
What does this episode say about dtc strategy?
Differentiate between linear and streaming TV platforms, understanding their unique targeting capabilities and cost structures to optimize ad spend. Streaming often allows for more targeted, performance-driven campaigns.
What does this episode say about brand & content?
Invest in compelling creative tailored to TV, understanding that successful creative can significantly reduce perceived ad costs and improve campaign efficacy. Test different formats and lengths.
What does this episode say about paid acquisition?
Don't be deterred by perceived high costs; TV advertising can be cost-effective with strategic planning and measurement. Focus on ROI and consider a blended approach for broader reach and targeted performance.
What does this episode say about paid acquisition?
Leverage celebrity endorsements or influencer content thoughtfully, recognizing its potential impact on brand perception and ad effectiveness when integrated authentically and strategically.
