Stand Out and Measure Up: Why Performance TV is a Secret Weapon

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About the Episode: 

In this episode of the Higher Ed CMO Podcast, host Jaime Hunt welcomes Jennifer Lonchar, founder of Ambio, to explore the transformative potential of Performance TV for higher education marketing. Jennifer breaks down how this technology provides the reach of traditional TV with the precision of digital advertising, delivering measurable ROI and enabling schools to craft highly targeted campaigns. From personalized storytelling to integrating AI for advanced analytics, this episode is packed with actionable insights for enrollment marketers, advancement professionals, and beyond.

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Key Takeaways

• Performance TV bridges the gap between traditional TV's wide reach and digital advertising's precise targeting and ROI measurement.
• Household ID technology ensures ethical and accurate targeting without relying on personal data.
• Schools can track and optimize campaigns based on how audiences respond, ensuring data-driven decisions.
• Empathy-driven messaging—tailored commercials for each stage of the student journey—creates a transformative connection with prospective students.
• Performance TV can complement traditional channels, enhancing email engagement and boosting overall campaign effectiveness.

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Episode Summary

What is Performance TV?

Jennifer Lonchar introduces Performance TV as a game-changer in higher ed marketing. Unlike traditional streaming ads, Performance TV combines the broad reach of television with the precision and measurability of digital advertising. Using Household ID technology, this tool allows marketers to reach specific audiences—students and parents—while respecting privacy by avoiding personal identifiable information (PII).

Performance TV makes it possible to measure ROI with clarity. Schools can track behaviors, such as how many users visit the admissions page or complete an application after seeing a commercial, providing actionable insights for optimizing campaigns.

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Empathy in Marketing: The Power of Storytelling

One of the most compelling opportunities with Performance TV is its potential for empathy-driven messaging. Jaime and Jennifer discuss how understanding your audience’s emotions and challenges can guide campaign creation. For instance, commercials could address financial aid complexities or highlight the lifelong friendships and connections fostered in college.

By crafting ads tailored to specific stages in the enrollment funnel—student search, application, yield, and even summer melt—schools can resonate with their audiences on a deeper level. Jennifer emphasizes the importance of storytelling, citing examples of commercials that are memorable because they evoke emotions and build trust.

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Campaign Integration and Success Stories

Performance TV is not a standalone solution but a powerful component of an integrated marketing strategy. Jennifer advises using it alongside email, social media, and other channels. For example, schools have seen higher engagement rates in email campaigns when paired with Performance TV exposure.

Jennifer shares several success stories, such as the University of Iowa, which generated over 15,000 inquiries, applications, and event registrations during a three-month campaign. Another example is Northeastern Illinois University, which used bilingual commercials to engage diverse audiences and met their enrollment goals for the first time in years.

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The Future of Performance TV in Higher Ed

As the landscape evolves, Jennifer predicts even more advanced integrations, such as interactive TV ads and greater use of AI for optimization. These innovations will allow schools to engage audiences more effectively and refine strategies in real-time. However, the adoption of such tools in higher ed will require marketers to move faster and embrace change.

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A New Era for Higher Ed Marketing

Performance TV offers higher education institutions an unskippable, 30-second stage to tell their story, build trust, and inspire action. Ready to stand out in a crowded digital space? Embrace this innovative tool to revolutionize your campaigns.

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To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.

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Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Talking Tactics and Higher Ed Pulse. 

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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