TV Advertising

PAID ACQUISITION

Objectives

Launch a new evergreen customer acquisition channel on United States cable TV networks for Mosaic’s leading brands; Robokiller & Clime.
Buy TV advertising inventory cost-effectively for Robokiller & Clime brands whose ARPU/LTV ranges from $20-$30 using remnant/discounted inventory buying strategies.
Onboard supporting resources (agency and internal hires) to scale TV advertising execution and optimizations.

Key Results

Deployed a total TV advertising budget of $20 million+ to deliver $25 million in estimated incremental profit for the Mosaic portfolio since 2020. 70% of lifetime performance results stated were driven from primary Robokiller brand.
Robokiller, Clime brands saw 2x increase in brand search traffic and organic install volume within 3 months of launch - and have sustained these levels from 2020 to present.
Led the cost-effective development and execution of TV creative strategy to support outcomes. Kept internal per-creative cost ranges $1,000/concept, agency per-creative cost ranges sub-$30,000/concept. Creative approach won a Media Excellence® award in 2020 and a Telly® in 2021.
Since 2021, our media buying team under my leadership has implemented buying strategies that have increased our ad placement frequency by more than 5x while reducing our per-placement-cost by 50% — more than doubling return on investment.

Digital Advertising