TV isn’t a dead medium for advertising

For some time, TV has been seen as a dying channel by many as it’s always been tough to prove its effectiveness. 

The biggest challenge? Justifying the spend. 

With digital channels like Meta, tracking ROAS and adjusting spend is a breeze. But TV? It’s a whole different ball game. Brands pour money into TV ads without seeing a direct sales bump, which naturally led to budget worries and skepticism about whether it is worth it, which Scott related to with Laura Geller. 

However, with more data points from Kno, they started to build trust in TV as a channel again. Realizing that understanding how to buy TV ads was crucial—it’s much more complex and has a longer payoff period. Initially, they were pretty skeptical about TV’s performance. They thought, “Is it really worth it?”

Then came the breakthrough. With Kno’s insights, they could gather and analyze more data, making the impact of TV ads much clearer. They saw TV’s value, and it became their second biggest channel, right behind Meta. It was a complete game-changer, transforming how they viewed and utilized TV advertising.

So, while TV might seem like a thing of the past to some, Laura Geller Beauty was able to find a way to make it work, thanks to the power of data and a fresh perspective. And it goes to show that sometimes, looking at things differently can uncover surprising opportunities.