Five signs online-first brands should tap into TV advertising

Maya Yegorova

Online-first brands frequently drive their initial growth through the smart use of digital advertising, but then reach a stage of development where TV advertising can help them level up.

There are five signs that digital-first brands may want to consider tapping into the power of TV advertising, according to Grace Kite, founder of marketing econometrics firm Magic Numbers.

And these indicators, she asserted, are:

  1. Launching cutting-edge products
  2. Surviving in a “land-grab” category
  3. Reaching an “efficiency plateau”
  4. Looking beyond last-click attribution
  5. Communicating as behaviors change

These insights were drawn from a study by Magic Numbers that involved qualitative research with various marketing executives, as well as econometric modeling for ten digitally led brands, in the UK. Magic Numbers conducted a further modeling exercise for ten Canadian brands that were “born”...

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