Not all media agencies are on Madison Avenue. In the case of Marketing Architects, Minneapolis is the perfect place to be powering the next generation of TV ad.
The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach major milestones.
In the last couple of years, as broadcast media have become connected, Marketing Architects has gained new super-powers.
A partnership through which it utilizes TVSquared, a technology company allowing brands and agencies to measure and optimize TV ad campaigns, is a driving factor.
“We are making optimizations really regularly, probably weekly,” says Matt Hultgren, VP Analytics, Marketing Architects, describing his use of the platform in this video interview with Beet.TV.
“You can actually tell how are two different creative performing. If one creative is bombing … you can potentially pull back on that creative or maybe pull it all together to optimize your budget and make it work harder for you.
“It really goes for the media side of things as well. Starting to find those segments of media that performed the best for you and starting to maybe heavy up in those particular areas. We’re pulling back from those ‘maybe’ mixes that don’t work as well.”