BONUS: An Ecommerce Brand’s Guide to TV that Performs

According to WARC, TV drives more sales impact than Facebook video and YouTube. GOVX proved the research to be true, growing orders alongside TV impressions.Recorded live at CommerceNext 2026, this bonus episode features Marketing Architects Chief Strategic Growth Officer Stacey Hawes and GOVX Chief Brand Officer Aaron Pelander. They tackle one of marketing's toughest challenges: proving TV's impact when its biggest effects don’t show up for months after launch. Aaron shares how GOVX moved from a performance-only mindset to a 60/40 split between brand and performance budgets, and why that shift unlocked new growth. Marketers will also learn which metrics matter and why relying on just one measurement model leaves value on the table.Topics covered:[00:00] Kicking off the session at CommerceNext 2026[03:00] Why TV remains one of the hardest channels to measure[06:00] Short-term metrics for tracking TV's immediate impact[08:00] Long-term measurement: brand lift, MMM, and incrementality testing[11:00] Inside GOVX’s mission and its path to TV[13:00] GOVX’s shift to a 60/40 brand and performance budget[16:00] GOVX’s results after partnering with Marketing ArchitectTo learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.