Performance Media Advisory
What Silicon Valley
Will Never Tell You
Google and Meta measure what happens on their platforms — not what first created the demand. Dragonfly looks across direct sales, retail, Amazon, search, and subscriptions to show what your TV is really producing.
TV/CTV are how you generate the demand that digital then captures — and they’re the most misunderstood line on the plan.
Television & Video Are Our Specialty.
This isn’t just us saying it.
TV pays back the longest, and the largest.
Cumulative payback over 24 months, by channel
Independent researchers followed the money for years. For multi-channel marketers, 54.7% of the profit advertising creates comes from TV. Most of it shows up long after the click. The data doesn't stop measuring at 90 days. Neither should you.
Source: Thinkbox, Profit Ability 2 (2024).
Operating Lessons
What We’ve Learned Managing
Billions In Television.
A few things we see again and again once you look at how TV actually performs across a business.
Two agencies, one team
You get the strengths of
two agencies, not one.
Dragonfly has sat in the CMO seat — building marketing, running budgets, and answering for the results. To bring a full-funnel offering to the table, we partner with Chief Media: a 25-year independent media planning and buying agency with cross-platform measurement and video activation built in. Two seasoned groups, working as one.
- Omnichannel Strategy & Budget Allocation
- Demand Creation Analysis
- TV & Video Strategy
- Measurement & Retail Correlation
- CMO-Seat Operating Experience
- 25+ Years, Independent
- Cross-Platform Media Planning & Buying
- Video & CTV Activation
- Cross-Platform Measurement & Attribution
- $500M+ Annual Buying Scale
Leadership
We've done this work,
not just advised on it.
We've managed large television budgets. We've built the measurement that ties media to real sales. We look at direct sales, retail, Amazon, search, and subscriptions together — not just the sales that happen right after an ad runs. We'll tell you when TV is working. We'll also tell you when it isn't.
$5B+ DTC media · 4 agencies built & sold · 20+ years operating together
Ron Corvino
Built and sold four agencies to IPG (now Omnicom, NYSE: OMC) and MDC Partners (now Stagwell, NASDAQ: STGW) while scaling performance television.
Gavin Ballas
Twenty years leading growth across performance television, audio, and podcast advertising for many of the industry's leading customer acquisition brands. Leads Dragonfly's measurement, analytics, and growth strategy.
Doug Tulumaris
Former CMO responsible for nearly $1B in direct-to-consumer media investment. Brings an operator's perspective to Dragonfly's client strategy and execution.
The conversation
We'll tell you whether your TV should be
scaled, changed, tested differently, or paused.
This isn't TV instead of digital — it's TV balanced with it. We help you integrate television into an effective digital media structure, so demand creation and demand capture work together instead of competing for credit.