{"id":17488,"date":"2025-11-10T15:49:57","date_gmt":"2025-11-10T15:49:57","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=17488"},"modified":"2025-11-10T15:49:57","modified_gmt":"2025-11-10T15:49:57","slug":"marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/","title":{"rendered":"Marketing Architects and New Engen Partner to Bridge the Gap Between TV and Digital Advertising"},"content":{"rendered":"<p>&nbsp;<\/p>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#_Full_Details_of_the_Partnership\" >\u00a0Full Details of the Partnership<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#What_we_know\" >What we know<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#What_we_dont_fully_know_yet\" >What we don\u2019t fully know (yet)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#_Why_This_Collaboration_Matters\" >\u00a0Why This Collaboration Matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#_Key_Comments_Expert_Takeaways\" >\u00a0Key Comments &amp; Expert Takeaways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#_How_Marketers_Should_Be_Thinking_About_This\" >\u00a0How Marketers Should Be Thinking About This<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#Case_Study%E2%80%AF1_Marketing%E2%80%AFArchitects_TV%E2%80%91Measurement_Technology_Push\" >Case Study\u202f1: Marketing\u202fArchitects\u2019 TV\u2011Measurement &amp; Technology Push<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#What_they_are_doing\" >What they are doing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#Why_this_matters\" >Why this matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#What_to_watch\" >What to watch<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#Case_Study%E2%80%AF2_New%E2%80%AFEngens_Digital_CTV_Data_Platform_Capabilities\" >Case Study\u202f2: New\u202fEngen\u2019s Digital \/ CTV \/ Data Platform Capabilities<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#What_they_are_doing-2\" >What they are doing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#Why_this_matters-2\" >Why this matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#What_to_watch-2\" >What to watch<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#Commentary_Synthesis\" >Commentary &amp; Synthesis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/10\/marketing-architects-and-new-engen-partner-to-bridge-the-gap-between-tv-and-digital-advertising\/#Recommendations_for_Your_Audience\" >Recommendations for Your Audience<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"_Full_Details_of_the_Partnership\"><\/span>\u00a0Full Details of the Partnership<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"What_we_know\"><\/span>What we know<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Marketing Architects describes itself as a TV\u2011advertising specialist agency that offers \u201cAll\u2011Inclusive TV\u201d solutions: strategy, creative, media buying (linear + streaming\/CTV), attribution, reporting, etc. (<a title=\"Marketing Architects: All-Inclusive TV Advertising\" href=\"https:\/\/www.marketingarchitects.com\/?utm_source=chatgpt.com\">marketingarchitects.com<\/a>)<\/li>\n<li>New\u202fEngen is a digital marketing agency focused on full\u2011funnel performance (paid search, social, affiliate, CTV, analytics) and large ad\u2011spend clients. (<a title=\"CASE STUDY\" href=\"https:\/\/cdn2.assets-servd.host\/petite-meerkat\/production\/New-Engen-Google-Partners-Case-Study.pdf?utm_source=chatgpt.com\">cdn2.assets-servd.host<\/a>)<\/li>\n<li>Marketing Architects has recently invested in or developed proprietary technology\u2011platforms for TV\/streaming and targeting (for example, their \u201cSmart Targeting\u201d product for connected TV) to enhance performance in the TV channel. (<a title=\"Marketing Architects unveils Smart Targeting | Advanced Television\" href=\"https:\/\/www.advanced-television.com\/2024\/05\/28\/marketing-architects-unveils-smart-targeting\/?utm_source=chatgpt.com\">Advanced Television<\/a>)<\/li>\n<li>The \u201cgap\u201d being bridged here is essentially between traditional\/linear TV (and CTV) channels and digital advertising channels \u2014 brand + performance, linear + streaming + digital, measurement across all of them.<\/li>\n<li>Although I could <em>not<\/em> find a formal press release explicitly announcing a <strong>named partnership<\/strong> between Marketing Architects and New\u202fEngen (i.e., the two companies together) at the time of research, the strategic fit and recent moves by both suggest a likely collaboration or at least complementary capabilities.<\/li>\n<li>As of the latest publicly\u2011available information:\n<ul>\n<li>Marketing Architects emphasises TV attribution, linear + streaming buying, AI platform \u201cAnnika\u201d, and full\u2011service for TV campaigns. (<a title=\"Marketing Architects: All-Inclusive TV Advertising\" href=\"https:\/\/www.marketingarchitects.com\/?utm_source=chatgpt.com\">marketingarchitects.com<\/a>)<\/li>\n<li>New\u202fEngen is emphasising digital media including connected TV (CTV) as part of digital marketing engagements (e.g., their AOR role with a hotel chain includes CTV) so bridging into the TV domain. (<a title=\"New Engen Named Digital AOR for Loews Hotels\" href=\"https:\/\/newengen.com\/insights\/new-engen-named-digital-marketing-agency-of-record-for-loews-hotels\/?utm_source=chatgpt.com\">newengen.com<\/a>)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"What_we_dont_fully_know_yet\"><\/span>What we <em>don\u2019t<\/em> fully know (yet)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>The <strong>exact terms<\/strong> of the partnership (if indeed a formal co\u2011partnership) \u2014 e.g., who leads what, how revenue\/share works, exclusive vs non\u2011exclusive.<\/li>\n<li>Whether the partnership is global, US only, or specifically UK\/EU (though your interest suggests UK).<\/li>\n<li>Specific client case\u2011studies involving the joint offering of both organisations together yet published.<\/li>\n<li>Exactly how their technologies integrate (e.g., Marketing Architects\u2019 TV\u2011buying platform + New\u202fEngen\u2019s digital\/analytics stack) in practice.<\/li>\n<li>Any cross\u2011agency branding: whether the offering will be co\u2011branded \u201cMarketing Architects + New\u202fEngen TV\u2011Digital Integration\u201d or simply \u201cMarketing Architects offers digital via New\u202fEngen\u201d etc.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Why_This_Collaboration_Matters\"><\/span>\u00a0Why This Collaboration Matters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For marketers and RevOps professionals, this kind of partnership has meaningful implications:<\/p>\n<ol>\n<li><strong>Holistic Media Strategy<\/strong><br \/>\nThe traditional divide between TV (brand\u2011oriented, long\u2011term impact) and digital advertising (performance\u2011oriented, direct response) is increasingly irrelevant. Clients increasingly demand integrated campaigns that cover both brand and performance within the same ecosystem. This kind of agency alignment enables a single partner to span both.<\/li>\n<li><strong>Measurement &amp; Attribution<\/strong><br \/>\nOne of the most difficult problems in advertising today is attributing outcomes when media spans linear TV, streaming, digital video, CTV, search, social, etc. Marketing Architects emphasise TV attribution; New\u202fEngen emphasise measurement and analytics. Together, they can offer better tracking of how TV drives digital responses (and vice\u2011versa), stronger media\u2011mix modelling, cross\u2011channel attribution.<\/li>\n<li><strong>Performance Focus for TV<\/strong><br \/>\nTV is no longer \u201cjust brand advertising\u201d. Agencies like Marketing Architects are reducing the gap between TV and digital by offering measurable performance outcomes (ROAS, cost\u2011per\u2011call, order attribution) from TV campaigns. For digital\u2011first marketers, this is compelling \u2014 TV becomes less of a \u201cbig budget, big unknown\u201d channel and more of a performance tool.<\/li>\n<li><strong>Operational Efficiency<\/strong><br \/>\nFrom the client perspective, dealing with multiple agencies (TV agency vs digital agency vs data\u2011analytics partner) is complex and costly. A partnership that brings both under one network simplifies governance, avoids duplicated data\/integration work, and may accelerate speed to market.<\/li>\n<li><strong>Competitive Differentiation<\/strong><br \/>\nFor both agencies, being able to say \u201cwe bridge TV + digital\u201d is a strong differentiator. As more brands demand omnichannel media solutions, the ability to deliver across both is increasingly table\u2011stakes.<\/li>\n<\/ol>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Key_Comments_Expert_Takeaways\"><\/span>\u00a0Key Comments &amp; Expert Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>From Marketing Architects on their TV offering:<br \/>\n<blockquote><p>\u201cTV advertising isn\u2019t either\/or anymore\u2026 Brand AND bottom line. Short AND long term. Prime time AND performance. Linear AND CTV.\u201d (<a title=\"Marketing Architects: All-Inclusive TV Advertising\" href=\"https:\/\/www.marketingarchitects.com\/?utm_source=chatgpt.com\">marketingarchitects.com<\/a>)<br \/>\nThis highlights how the agency is positioning itself to bridge old paradigms.<\/p><\/blockquote>\n<\/li>\n<li>On the digital side, from New\u202fEngen (in other partnerships) emphasising CTV and streaming as part of digital strategy:<br \/>\n<blockquote><p>\u201cAs agency of record, New\u202fEngen will lead Connected TV (CTV), streaming, paid social, paid search \u2026\u201d (Loews Hotels assignment) (<a title=\"New Engen Named Digital AOR for Loews Hotels\" href=\"https:\/\/newengen.com\/insights\/new-engen-named-digital-marketing-agency-of-record-for-loews-hotels\/?utm_source=chatgpt.com\">newengen.com<\/a>)<br \/>\nThis shows that New\u202fEngen themselves are embracing what used to be \u201cTV territory\u201d (CTV) and thereby aligning with TV\u2011agency capabilities.<\/p><\/blockquote>\n<\/li>\n<li>Expert reflection: This kind of collaboration points to the broader trend of <strong>channel convergence<\/strong> in advertising:\u202fTV + Digital are no longer separate silos. It underscores the importance of integrated data, unified measurement frameworks, and cross\u2011platform optimisation.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_How_Marketers_Should_Be_Thinking_About_This\"><\/span>\u00a0How Marketers Should Be Thinking About This<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Ask your agency how TV and digital are integrated in your media ecosystem<\/strong>: If you\u2019re running TV campaigns and digital campaigns in parallel, ask how the measurement frameworks treat them \u2014 are they treated separately, or is attribution shared?<\/li>\n<li><strong>Check if your TV agency offers performance metrics (not just reach\/frequency)<\/strong>: With pressure on media budgets, requiring measurable outcomes from TV makes sense.<\/li>\n<li><strong>Ensure your digital agency understands upstream brand investment (like TV)<\/strong>: If your digital agency is only optimising search\/social but ignores the brand impact from TV, you\u2019re missing part of the picture.<\/li>\n<li><strong>Look for single\u2011dashboard visibility<\/strong>: Ideally, both TV and digital performance converge into one dashboard so you can compare cost per acquisition, ROAS, brand lift, across channels.<\/li>\n<li><strong>Consider budget fluidity across channels<\/strong>: In a converged model, you might shift part of your budget flexibly between linear TV, CTV, digital video, search, depending on where incremental returns are strongest.<\/li>\n<li><strong>Plan for data\/identity challenges<\/strong>: With streaming\/CTV and cross\u2011device viewing, and with digital privacy changes, the integration of data (first\u2011party, deterministic, probabilistic) becomes critical. Partnerships like this aim to address that.<\/li>\n<li>Here are some case\u2011study insights and commentary around how Marketing Architects (MA) and New Engen are evolving to <strong>bridge the gap between TV and digital advertising<\/strong> \u2014 even if a formal \u201cpartnership\u201d hasn\u2019t yet been publicly detailed. I\u2019ll highlight what each does, evidence of convergence, and what marketers should take away.<br \/>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study%E2%80%AF1_Marketing%E2%80%AFArchitects_TV%E2%80%91Measurement_Technology_Push\"><\/span>Case Study\u202f1: Marketing\u202fArchitects\u2019 TV\u2011Measurement &amp; Technology Push<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"What_they_are_doing\"><\/span>What they are doing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>MA surveyed over 300 TV advertisers and found that <strong>63\u202f% lacked confidence<\/strong> in measuring TV\u2019s impact accurately; <strong>45\u202f% said either linear TV or CTV was the hardest channel to measure<\/strong>. (<a title=\"New Research From Marketing Architects Discovers TV Attribution Gaps\" href=\"https:\/\/blog.marketingarchitects.com\/blog\/new-research-from-marketing-architects-discovers-tv-attribution-gaps?utm_source=chatgpt.com\">blog.marketingarchitects.com<\/a>)<\/li>\n<li>In response, MA developed a set of measurement tools: micro\u2010attribution, on\u2010site surveys, media\u2011mix modelling (MMM), a reach\/frequency model (\u201cTruReach\u201d), and partnerships with tech vendors (e.g., automatic content recognition via Innovid\/Samba\u202fTV) to support reach and attribution. (<a title=\"New Research From Marketing Architects Discovers TV Attribution Gaps\" href=\"https:\/\/blog.marketingarchitects.com\/blog\/new-research-from-marketing-architects-discovers-tv-attribution-gaps?utm_source=chatgpt.com\">blog.marketingarchitects.com<\/a>)<\/li>\n<li>MA also announced a capability called \u201cSmart\u202fTargeting\u201d for Connected TV (CTV) that uses machine learning (site\/bid\u2011stream data, geography, day\u2011part, device type) to identify more predictive audiences for streaming TV. They claim the capability has shown a 2\u00d7 performance advantage compared to traditional third\u2011party targeting. (<a title=\"Marketing Architects Unveils 'Smart Targeting' to Improve CTV Performance\" href=\"https:\/\/blog.marketingarchitects.com\/blog\/marketing-architects-unveils-smart-targeting-to-improve-ctv-performance?utm_source=chatgpt.com\">blog.marketingarchitects.com<\/a>)<\/li>\n<li>MA\u2019s model: They call their offering <strong>\u201cAll\u2011Inclusive TV\u201d<\/strong> \u2014 one bill for media, and they cover strategy\/creative\/production\/attribution\/reporting. They say: \u201cTV advertising isn\u2019t either\/or anymore. Brand AND bottom line. Short AND long term. Prime time AND performance. Linear AND CTV.\u201d (<a title=\"Marketing Architects: All-Inclusive TV Advertising\" href=\"https:\/\/www.marketingarchitects.com\/?utm_source=chatgpt.com\">marketingarchitects.com<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Why_this_matters\"><\/span>Why this matters<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>It shows a <strong>shift in the TV agency model<\/strong> from brand\u2010only \/ reach\u2010only to performance\u2011oriented and digital\u2011adjacent. TV and digital are no longer separate silos: streaming (CTV) blurs the boundary.<\/li>\n<li>For marketers, this means that if you\u2019re buying TV (or streaming) you can demand attribution\/ROI similar to digital. MA\u2019s work helps raise that possibility.<\/li>\n<li>The capability to treat <strong>linear TV + CTV + digital performance<\/strong> as part of one ecosystem is a key \u201cbridge\u201d piece \u2014 TS enabling better integration.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"What_to_watch\"><\/span>What to watch<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>How MA\u2019s measurement models are adopted by clients: Are they moving budget from digital into TV (or vice versa) because they now have better measurement?<\/li>\n<li>Whether MA\u2019s \u201cSmart Targeting\u201d and other capabilities deliver in practice (especially in complex multi\u2011channel environments). They claim a 2\u00d7 advantage but more public metrics will help.<\/li>\n<li>How well MA supports cross\u2011channel attribution: If you run digital + TV + CTV campaigns, do you get unified dashboards, shared metrics, budget flexibility.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study%E2%80%AF2_New%E2%80%AFEngens_Digital_CTV_Data_Platform_Capabilities\"><\/span>Case Study\u202f2: New\u202fEngen\u2019s Digital \/ CTV \/ Data Platform Capabilities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"What_they_are_doing-2\"><\/span>What they are doing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>New\u202fEngen is a digital marketing agency that handles large\u2011scale ad spend (across search, social, digital video) and emphasises data, analytics and reporting. For example, in a case\u2011study they built a data platform to handle weekly ad spend of $12\u201114\u202fmillion across multiple platforms, enabling faster reporting, less manual work, greater scalability. (<a title=\"Case Study: How New Engen Built a Data Platform That Powers $12M+ in Weekly Ad Spend - Webflow HTML website template\" href=\"https:\/\/www.soliand.co\/blog\/new-engen-data-platform-case-study?utm_source=chatgpt.com\">soliand.co<\/a>)<\/li>\n<li>They recently published content about CTV (Connected TV) and influencer marketing, noting that CTV + streaming is increasingly part of digital campaign strategies. For instance an article: \u201cTransform your influencer marketing strategy with CTV\u201d discusses how creator content + CTV can enhance ROAS and measurement. (<a title=\"New Engen | Digital Marketing That Drives Impact\" href=\"https:\/\/newengen.com\/insights\/transform-your-influencer-marketing-strategy-with-ctv\/?utm_source=chatgpt.com\">newengen.com<\/a>)<\/li>\n<li>So, New\u202fEngen is expanding digital agency capabilities to include what was once \u201cTV territory\u201d: streaming, CTV, cross\u2011device video, and connecting creator\/influencer content across these platforms.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Why_this_matters-2\"><\/span>Why this matters<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>From a traditional digital agency vantage, New\u202fEngen extending into CTV means the divide between \u201cTV agency\u201d and \u201cdigital agency\u201d is dissolving.<\/li>\n<li>For marketers, this gives you options: instead of separate TV agency \/ digital agency, you may work with one partner that covers streaming\/CTV\/digital video\/search\/social.<\/li>\n<li>The data infrastructure (platforms, dashboards, analytics) that digital agencies build is essential when integrating TV\/streaming because the measurement challenge is greater \u2014 New\u202fEngen\u2019s strength here supports that bridge.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"What_to_watch-2\"><\/span>What to watch<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Whether New\u202fEngen explicitly markets \u201cTV + digital\u201d integration (rather than simply adding CTV as another line item).<\/li>\n<li>How New\u202fEngen tackles the measurement\/attribution issues in streaming\/CTV: e.g., how they merge TV campaign data with digital campaign data, how they handle data privacy, how they present combined dashboards.<\/li>\n<li>Whether their clients shift budget or strategy because a more unified TV\u2011digital approach allows better optimization.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Commentary_Synthesis\"><\/span>Commentary &amp; Synthesis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>The <strong>strategic question<\/strong> is: How do you unify media planning, buying, creative, and measurement across TV (linear), CTV\/streaming, and digital to deliver both brand and performance? The snippets above show both MA and New\u202fEngen moving toward that answer.<\/li>\n<li>While I <em>haven\u2019t found a public, named case\u2011study where MA and New\u202fEngen jointly executed a campaign with shared responsibilities<\/em>, the two organisations\u2019 trajectories suggest a partnership or at least complementary offering:\n<ul>\n<li>MA is strong in TV\/CTV, creative\u2011to\u2011attribution, measurement.<\/li>\n<li>New\u202fEngen is strong in digital\/video\/CTV, data platform, analytics.<\/li>\n<li>Together (or conceptually) they form a \u201cbridge\u201d between TV and digital.<\/li>\n<\/ul>\n<\/li>\n<li>For marketers (especially RevOps\/marketing ops folks) the implications are:\n<ol>\n<li><strong>Unified investment<\/strong>: Rather than separate TV budget and digital budget with separate agencies and dashboards, you should aim for cross\u2011channel visibility and optimization.<\/li>\n<li><strong>Measurement maturity<\/strong>: Demand that TV\/streaming investments can be measured for performance, not just reach, and integrated into your digital attribution stack.<\/li>\n<li><strong>Agency models evolving<\/strong>: The \u201cTV agency\u201d that was purely brand\/reach is now becoming more performance\u2011driven, while digital agencies are becoming more video\/streaming\/CTV enabled. Choose partners accordingly.<\/li>\n<li><strong>Operational integration matters<\/strong>: The benefit isn\u2019t just buying both TV and digital; it\u2019s buying both under a measurement\u2011and\u2011data framework that allows switching spend, comparing channels, understanding cross\u2011channel synergy.<\/li>\n<li><strong>Technology and data infrastructure underpin the bridge<\/strong>: AI targeting (MA\u2019s Smart\u202fTargeting), unified data platforms (New\u202fEngen\u2019s analytics platform) are prerequisites. Without measurement + data + technology, bridging remains theoretical.<\/li>\n<\/ol>\n<\/li>\n<li>One quote from MA illustrates the mindset shift:<br \/>\n<blockquote><p>\u201cTV advertising isn\u2019t either\/or anymore\u2026 Brand AND bottom line. Short AND long term. Prime time AND performance. Linear AND CTV.\u201d (<a title=\"Marketing Architects: All-Inclusive TV Advertising\" href=\"https:\/\/www.marketingarchitects.com\/?utm_source=chatgpt.com\">marketingarchitects.com<\/a>)<br \/>\nThis sums up the convergence narrative.<\/p><\/blockquote>\n<\/li>\n<li>A key caveat: While the bridge is emerging, many organisations still treat TV and digital as separate silos \u2014 either by legacy agency structure, budgets, or measurement frameworks. The gap remains real. The agencies above show how to close it but require capability, data, and mindset shift.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Recommendations_for_Your_Audience\"><\/span>Recommendations for Your Audience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Given your focus on articles like \u201cThe RevOps Tech Stack\u201d, \u201cPipeline Acceleration Tactics\u201d, etc., you may want to highlight the following actionable take\u2011aways:<\/p>\n<ul>\n<li>When evaluating agencies\/vendors ask: <em>\u201cHow do you integrate TV\/streaming with digital media in planning, buying and attribution?\u201d<\/em> Not just \u201cwe do streaming too\u201d.<\/li>\n<li>Ensure your marketing ops stack (analytics platform, data warehouse, dashboarding) is capable of ingesting cross\u2011channel data (TV\/CTV + digital) so you can compare and optimise holistically.<\/li>\n<li>Build measurement frameworks that include brand lift (for TV), direct response metrics (for digital), and understand overlaps (e.g., digital traffic driven by TV ad). Use MMM, incrementality testing, micro attribution as MA does.<\/li>\n<li>Set internal budget\u2011governance such that TV\/streaming is not locked into \u201cbrand\u201d budget only but can flex to \u201cperformance\u201d goals when evidence shows it can deliver.<\/li>\n<li>Use creative that is re\u2011purposable across TV\/CTV\/digital \u2014 thereby improving efficiency and consistency. Since MA builds both creative and conversion tech, this becomes part of the bridge.<\/li>\n<li>Monitor the evolving ecosystem: as first\u2011party data becomes more important, as addressable TV grows, as streaming platforms merge, your opportunity to unify TV + digital grows \u2013 and agencies like MA\/New\u202fEngen are ahead in that shift.<\/li>\n<\/ul>\n<hr \/>\n<p>&nbsp;<\/li>\n<\/ul>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; \u00a0Full Details of the Partnership What we know Marketing Architects describes itself as a TV\u2011advertising specialist agency that offers \u201cAll\u2011Inclusive TV\u201d solutions: strategy, creative,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270,90],"tags":[],"class_list":["post-17488","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-news-update"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Architects and New Engen Partner to Bridge the Gap Between TV and Digital Advertising - Lite14 Tools &amp; 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