Offline Marketing: Using TV Ads To Scale Your eCommerce Brand with Danielle Gipps, Revenue Growth Agency (episode 215)

by Chloe Thomas

Danielle Gipps is one of the team at customer acquisition agency Revenue Growth Agency. Where they are committed to growing ambitious luxury eCommerce brands through a tried and tested Revenue Growth Framework. 

Offline Marketing: Using TV Ads To Scale Your eCommerce Brand with Danielle Gipps, Revenue Growth Agency

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Dive in: 

[04:21] TV advertising accessible to smaller brands, beneficial. 
[07:21] Testing ads with free views, limited wastage. 
[12:46] Upgrade ad production after successful testing results. 
[14:32] Maintain consistency across platforms for effective content. 
[19:24] Digital channels provide some control for marketers. 
[23:50] Launching new TV campaign affects sales analysis. 
[25:31] Insider Tips from Danielle! 

Expanding Your Reach with TV 

Traditionally, TV advertising has been associated with big brands. Danielle challenges that notion, highlighting the potential for eCommerce brands to leverage TV. TV ads provide a valuable opportunity for brands to reach a broader audience and create significant brand awareness. Unlike digital ads, TV ads can capture the attention of a diverse demographic simultaneously, offering a more expansive reach. 

Targeted Advertising on TV 

Danielle says that TV advertising isn’t a one-size-fits-all approach.  Like online ads, TV commercials can be targeted to specific demographics, interests, and even viewing habits. This allows eCommerce brands to get their message in front of the most receptive audience, boosting the impact and return on investment for your brand. 

Tracking and Measurement 

A key challenge for eCommerce brands using TV advertising is measuring the effectiveness of their campaigns.  Unlike online ads with clear click-through rates and conversion tracking, TV ads lack such immediate metrics.  Instead, look at broader trends and correlations. For instance, a brand could see a rise in website traffic or a surge in searches for its brand name after launching a TV campaign. This can be a strong indicator that the TV ads are generating interest. 

Listen to hear Danielle’s Insider Tips on offline marketing! 

Interview links 

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