Top-of-funnel (TOFU) TV advertising is the initial stage of a marketing campaign focused on building brand awareness and attracting a broad audience. The primary goal is not to make an immediate sale, but to introduce a brand and its value proposition to potential customers who may not be aware of it yet.

Here's a summary of key aspects:

• Goal: To increase brand awareness, expand reach, and generate leads by making a memorable first impression.

• Tactics:

  • Traditional TV and Connected TV (CTV) Ads: These are used to reach a large audience, but with CTV, brands can use data to target specific demographics, interests, or even first-party customer lists.

  • Content: The content should be educational, engaging, and not overtly sales-focused. Examples include informational videos, storytelling, or clever slogans that pique a viewer's interest.

• Measurement: Success is measured by metrics like reach, impressions, brand lift, website visits, and lead generation (e.g., newsletter sign-ups or app downloads), rather than direct conversions.

In modern advertising, TV is seen as a "full-funnel" solution, meaning it can be used for all stages of the customer journey, from top-of-funnel awareness to middle-of-funnel consideration and bottom-of-funnel conversion. This is particularly true for CTV, which combines the broad reach of television with the data-driven targeting and measurability of digital advertising.