The perception of television as a performance-driven medium has gained significant momentum over the past 12 to 24 months, reshaping the way advertisers approach TV investments. This shift is being driven by necessity.
“TV needs to continue being an avenue in which advertisers invest,” Dominick Pace, executive director of investment, Team Unilever, at WPP’s Mindshare, said in this interview with Beet.TV contributor Tameka Kee. “And I think when advertisers consider the performance element, they’re more inclined to invest, because all of us have pressures to deliver a higher return on our investment.”
While TV has long been used to drive conversions and commerce, the rise of digital fragmentation and shifting consumer behaviors have put pressure on the medium. Pace emphasized that despite these challenges, TV remains a powerful driver of sales.
“It always has driven sales, and it will continue to drive sales,” he said.
New approach to measuring TV
The shift in TV’s positioning has also influenced how its effectiveness is measured.
“All media should be measured through a singular lens,” Pace said. “We must orient ourselves to business outcomes—whether that’s sales, brand love, or other key metrics—not just lagging media KPIs.”
This unified approach allows advertisers to assess media effectiveness equitably.
“Whether it’s a spot in the Super Bowl or an ad on a retail website, we look at all of that through the same lens,” he said. “That’s critical to ensuring we’re using our resources effectively and efficiently.”
Future of TV in omnichannel strategy
As connected television and linear television continue to evolve, Pace said the distinction between the two is less about format and more about user experience.
“I don’t think there’s a difference in how it’s being powered for the consumer,” he said. “The experience varies—whether it’s a screen in my palm, at a gas station, or on a wall—but ultimately, it’s all video content.”
The real advantage of CTV, Pace said, lies in its personalization capabilities. As TV continues to adapt within the omnichannel ecosystem, he emphasized that advertisers must focus on outcomes and efficiency, ensuring that every investment—whether in traditional or digital formats—delivers measurable value.
“Because of the access to data and the ability to deliver content one-to-one, CTV unlocks a new level of personalization,” he said. “That makes messages potentially more resonant with consumers.”
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