TOFU for TOMA (Don’t you love Acronyms?)
Reevaluating Media and the Marketing Mix and Their Effect on the Funnel

For the past decade the majority of articles, news and discussions around the funnel have been primarily around “performance” media (digital). Nothing wrong with that when you’re focusing on a specific digital program – but it’s not an accurate picture of the sales funnel or consumer journey.

The top of the funnel (TOFU) affects all aspects of your marketing and is the key ingredient in driving awareness, traffic, revenue and growth because it effects every phase in the funnel. Without filling the top, the middle doesn’t really matter much, and you’ll feel it in your bottom line.

Another perspective is that we don’t always know when or where consumers are in their journey, when they’ll necessarily have interest, investigate, consider and eventually purchase (and it’ s certainly different by product or service offering).

What you want to be is Top of Mind all the time. That is, you want to drive Top of Mind Awareness so that consumers are constantly filling the Top of the Funnel.

Linear video, augmented now with digital (OTT/CTV), is the most efficient way to reach consumers for awareness and it’s also the most important in influencing purchase decisions, considerably more than any other medium. For regional brands, that means local broadcast and/or cable TV, augmented with optimized OTT / CTV (we treat it like a daypart) to meet the effective reach the consumers brands need for sustainable growth.

TV + Streaming is also better together and they drive market share better than any other medium as we’ve summarized from two other studies.

If you’d like to drive awareness, traffic, revenue and market share, try adding TOFU to your marketing menu today. Always On can help, and we guarantee to improve your ROAS or waive any agency fees.