Predicting prices: the new science of TV advertising with ITV

Описание: Performance marketing can feel like you’re squeezing harder and harder for the same results. CPAs creep up. Growth slows. And suddenly, the next move isn’t about optimisation — it’s about expansion.

In this episode, James and Joe sit down with Kate Waters, Commercial Director at ITV, to explore what TV advertising really offers modern marketers. From protecting price sensitivity and lowering CPAs across channels to making TV accessible for small and medium-sized brands, Kate shares how measurement, creativity and smart testing are reshaping what TV can do for growth.

Key topics include:
• Why TV lowers CPAs across social and search
• How TV advertising protects price and margin
• The “rising tide” effect on performance channels
• How to start with regional geo testing
• Making TV ads with AI for small budgets
• Using outcomes modelling to forecast website uplift

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Timestamps:

00:00 TV’s impact on price sensitivity
06:01 Skills marketers need today
19:39 Why TV still works
22:48 Trust and costly signalling
35:14 Measuring real business outcomes
43:35 How to test TV safely
47:58 Small brands winning with TV

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Watch / listen:

Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast...
Listen on Spotify: https://open.spotify.com/show/5QvmFdx...

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