Process Owner: Trevor Jones
Last Updated: January 2025
SOP Linked: HERE
All Brands - General Questions:
Are you currently/have you advertised on TV?
What’s the goal of the campaign - DR or Brand focused?
Are you hoping to test TV as an evergreen channel or is this a focused campaign?
What’s the target audience(s)?
Are there local requirements to your business or this campaign?
Linear TV has to be purchased by DMA, no ability to state or zip code target
Do you already have creative ready for TV or will this need to be developed?
What does the split for your sales channel look like? Is it mostly D2C Ecomm/B&M/etc.?
Budgeting Questions are helpful as well:
Do you have a dedicated TV budget already?
If not, what’s your rough monthly marketing budget
If Brand is New to TV:
What sparks the interest in TV? Examples: are you trying to reach a different audience, are you seeing diminishing returns on other channels?
Have you seen success with specific content/audiences on other channels that could be impactful for TV?
Are there any seasonality factors to consider?
If Brand is an existing TV Advertiser:
Any context on the strategy? Positive or negative experience and why?
How did you execute the media/who did you buy it through?
Linear -
Did you use a traditional agency or a performance platform?
Which of the marketplaces did you buy in: Remnant, scatter or upfronts?
Streaming - DIO, Prog?
Do you have performance/pricing information that we can review to inform our strategy recommendation?
Any log level information including network, daypart, creative length, pricing, and impressions is very impactful