TV advertising is more accessible, measurable, and growth-oriented than ever before, says Lily Robertson-Ward at Propellernet – meaning it‘s no longer just for bigger brands.
New TV combines the emotive power of TV with the accountability of programmatic, explains Robertson-Ward
The decline of linear viewing is well documented, especially among younger audiences, but this doesn’t signal the end of TV. Instead, it’s reshaped how we plan. By combining linear with CTV and broadcaster video-on-demand (BVOD), we can unlock incremental reach, particularly among lighter TV viewers.
For Inghams, a travel client of ours, this approach paid dividends. Using Sky AdSmart, we targeted over 150,000 specific households based on detailed segmentation. The results? An 84% uplift in web visits and a three-times return on ad spend. For a brand operating in a competitive sector, it was proof that TV doesn’t just drive awareness, it drives measurable performance.
One of the most exciting things about TV for advertisers is its increasing accessibility. Where once only the biggest advertisers could afford a prime-time slot, today brands can test and learn with far smaller budgets, using incredibly rich and high-quality content, often in premium positions. This is thanks to addressable TV and programmatic TV buying through partners such as StackAdapt and Sabio. These platforms allow brands to enter the space at the right scale for them.
For marketers, this flexibility lowers risk while unlocking the chance to build brand fame. A well-crafted TV campaign is no longer out of reach; it’s now within budget for challenger and mid-sized brands. This accessibility is helping more businesses tell their stories through a widely available, highly powerful, and trusted medium.
Measurement has historically been TV’s Achilles’ heel. While its power to build brands was never in doubt, proving ROI was difficult. But thanks to the evolution of addressable and programmatic TV, accountability is now built in.
Sky AdSmart offers attribution to analyze web uplift, brand uplift, and link back real sales data with households served. Programmatic partners, such as StackAdapt and Sabio, can add another layer of analysis, offering unified frameworks that link TV exposure with digital engagement and conversion. That means marketers can see how their campaigns are performing across channels, linear, CTV, VOD, display, and social, in one place.
This joined-up view is critical. It allows TV to integrate fully with performance activity, turning what was once seen as an upper funnel channel into one that drives impact across the customer journey.
The classic 60:40 split between long-term brand building and short-term activation still holds true. What has changed is how we can deliver both simultaneously. Today’s TV allows for emotive storytelling that builds memory structures, while also delivering precision targeting and measurable calls to action.
By combining the emotive power of TV with the accountability of programmatic targeting and measurement, brands can grow sustainably while proving ROI to stakeholders who demand transparency.
For marketers, the new TV offers three clear advantages. Firstly, accessibility, in terms of entry with smaller budgets and flexible buying models. Secondly, integration, through the ability to unify TV with digital for a seamless media mix. And, thirdly, accountability, thanks to robust measurement frameworks that deliver evidence of ROI.
TV has evolved into a channel that is more democratic, dynamic, and measurable than ever. For brands willing to embrace the change, it represents a huge opportunity: to combine the emotional power of storytelling with the precision and accountability of modern digital channels.
We believe TV has never been more powerful or more exciting. It’s no longer just about reach; it’s about measurable impact, and it’s accessible to all.
Propellernet
Propellernet is a digital marketing agency of search experts, strategists and storytellers. We are trusted by ambitious brands to deliver performance and brand marketing...
