TV & Streaming Commercial Production

The bigger story is the migration to connected TV. 87% of US households now stream — Hulu, YouTube TV, Roku, Paramount+, Peacock, Amazon Prime Video, Sling — and CTV ad inventory across those platforms is now bought programmatically through The Trade Desk and DV360 with the same precision as a Google Ads campaign. You can target specific zip codes, specific income brackets, specific show genres, specific times of day. The cost-per-completed-view on CTV runs 60-80% below traditional linear cable for the same household impression. For most modern brands, CTV is the right starting point and linear is the supplemental layer.

We handle full production end-to-end — concept, script, casting, location, shoot, edit, color, sound, motion graphics, finishing. This is unusual; most agencies broker production through third parties and mark it up. Doing it in-house means we control the timeline (typically 21 days brief-to-air versus the industry-standard 45-60), we control the quality, and we avoid the $80,000-$150,000 agency markup that comes from passing production through multiple vendors. Most of our spots come in at a fraction of what a traditional agency model would quote.

On linear broadcast you are buying a network audience demographic — useful for reach, blunt on targeting. On CTV you are buying specific household profiles, targetable by zip code, income, life-stage, recent purchase intent, even retargeting against your CRM file or a website visitor pixel. We mix both strategically. Linear cable provides cheap mass reach during local news and sports. CTV provides the conversion-grade targeting. For most clients we run 70% CTV and 30% linear by spend, but the right mix depends on the audience and the offer.

Measuring TV used to be impossible. It is now extremely measurable, just differently than digital. We use four methods in combination: geo-holdout testing (the same campaign runs in test markets but not control markets, and we measure the lift), branded-search lift (organic and direct search for the brand should spike during flight), call tracking with unique vanity numbers and QR codes, and on CTV, deterministic attribution from device IDs back to website visits. Together these give us a confident ROAS read within 30 days of a flight.

Our creative process is built around response. Every spot starts from the question of what we want the viewer to do, then works backward — not from a creative concept that has to be retrofitted to drive action. That sounds obvious but most TV creative is built the other way around. Our story platforms tend to be simple, single-message, with clear visual hooks in the first three seconds and an explicit CTA in the last five. Polished, but designed for the bottom of the funnel, not for awards.