In the latest installment of our Beet.TV video series – “TV: Now an Outcomes-Driven Medium” – Jerry Hum, CEO and co-founder of Touch of Modern, talks about why TV is so beneficial for direct-to-consumer (DTC) brands that have traditionally relied on digital for marketing.
TV has evolved into a true performance-marketing channel – one that can be measured and optimized in real time. And for DTC brands, digital natives that expect that level of timely insight, TV now makes a lot of sense. DTCs have become one of TV’s fastest growing advertiser segments, recognizing how effective it is for driving response while also reaching a massive audience.
In his interview, Jerry explained how it’s important, “for [Touch of Modern] to be able to measure the actual performance of television,” adding how working with TVSquared is a key part of how it’s able to measure the effectiveness of TV.
“We measure a baseline of traffic before and after each airing, and then we attribute the spike to television … with sales, signups and sessions [as the most important KPIs] … TV, nowadays, can be measured just as precisely as digital, and it’s really important to have a diversified portfolio when it comes to marketing.”