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In this interview, we look at the what, when, why, and how of offline marketing. It just may be your next critical growth lever to pull - read more to find out! 

Tell us about your career journey and how you got to where you are today.  

I started my career in digital marketing, as a campaign manager at Matomy Media. There, I had the opportunity to work with clients and help them gain scale through digital affiliate partners, an exciting introduction to the marketing world!

My journey then took a turn when I joined the digital marketing team at Wix.com. At the time, while the digital team was focused on performance marketing, Wix’s offline marketing team was focused primarily on brand-building TV advertising. 

They had ambitious plans to turn TV into a significant performance channel and drive direct response, rather than just brand awareness. With my experience as a performance marketer, they asked me to help with this transition, which was my first experience in the offline marketing world. This is where I honed my skills in Offline Performance Marketing. As my team’s expertise grew, we expanded our efforts into radio and podcasts and took our TV campaigns to new markets in Europe, Australia, and Asia. One of the most exciting moments was launching our Super Bowl campaign collaborating with Dream Works studio.

In 2016, I relocated to New York with my husband and joined Adore Me, a direct-to-consumer lingerie and loungewear brand (which was later acquired by Victoria's Secret). After my time at Adore Me, I accepted a role as Offline Marketing Director at Freshly, a service that delivers fully prepared, nutritious meals directly to your door.

After the birth of my second child, I decided to step back from full-time roles. I started part-time consulting for brands in need of offline marketing expertise. I quickly realized there was a huge demand for freelancers in this space, and what began as a side project grew into a full-time consulting career. And here I am today, still loving what I do!

Tell us about your current role as a fractional executive and how that differs from traditional marketing leadership roles. 

As a fractional executive, I’m an integral part of my clients’ growth teams, helping them scale efficiently and effectively. I collaborate closely with their internal teams to provide strategic guidance for offline marketing campaigns, ensuring alignment with broader business goals and KPIs.

Typically, I split my time across three to four clients at any given moment. This is doable thanks to the flexibility of remote work, Zoom meetings, and Slack huddles. 

Unlike a traditional executive role, my position is dynamic and flexible. While I contribute significantly to each client’s success, I’m not a full-time employee in the conventional sense. This means I focus on the meetings that truly drive value and productivity, steering clear of those “could’ve been an email” meetings.

It’s all about maximizing my impact in a way that makes the most of my time and expertise.

What initially drew you to offline marketing, and how has your perspective evolved?

I stumbled upon this opportunity by sheer coincidence! Before joining Wix, I had no idea that traditional media channels like TV, radio, direct mail, and other offline methods could be such powerful performance drivers for growth.

What fascinated me was how media often considered “old-fashioned” or irrelevant in today’s digital-first world has regained its power as a performance driver at scale. As measurement tools have become more sophisticated, businesses that have hit a growth plateau leveraging only digital channels are discovering a whole new world of scalability through offline marketing.

In the 10+ years I’ve spent working in offline marketing, I’ve seen these channels evolve and grow in many ways—whether in placements, media buying options, or measurement.

What are the biggest misconceptions about offline marketing? 

A common challenge I hear from CEOs and CMOs is, “How can I know it’s working if there’s no click flow?”  or “How do you connect an ad impression to an actual purchase on the website?” “How can I compare the performance to any of my digital channels?” 

The good news is that there are now so many ways to measure the impact! Whether it's through post-purchase surveys, smart TV data, marketing mix models, or other innovative methods, we have plenty of tools to prove the effectiveness of TV and other offline channels. The truth is, offline channels are making an impact – and it’s all measurable!

What are some of the latest trends in offline marketing, and which have staying power? 

Advertising in connected TV / streaming has been trending in the last few years.

As viewership of linear TV continues to decline year over year, it's tempting to shift marketing dollars toward streaming and connected TV. The question of how much to invest in these channels comes up regularly with my clients.

The reality is, yes, you can reach new potential customers through connected TV. However, and this is a big "but," it’s still quite expensive. Even with broad targeting, CPMs (cost per thousand impressions) can be 5 to 20 times higher than on linear TV. This is why many brands struggle to justify shifting a significant portion of their growth budgets away from linear TV and radio, where they can still achieve the highest reach at a much more efficient price.

Any predictions for where the space is heading in the next 1-3 years? 

I hope that the CPM for connected TV and streaming video will decrease, allowing marketers to leverage these channels more effectively for growth. The audience is there; it's just that the current price point doesn't yet justify driving growth.

I also believe that podcasts, and audio channels in general, will play an even more significant role in growth marketing portfolios as people increasingly turn to audio channels for content consumption.

What role does offline marketing play in an omnichannel strategy?

Offline channels play unique roles in the omnichannel world, and interestingly, the same channel can serve both top and bottom-funnel purposes, depending on the context. Let me explain.

Typically, channels like TV, radio, podcasts, and billboards are seen as top-of-funnel tools. These platforms introduce prospects to a brand, generating awareness and sparking interest. For example, a viewer might first hear about a product, visit the website, and perhaps even leave their email. However, the actual conversion might happen through another channel, so either Meta retargeting, email marketing, or similar tactics.

That said, in many cases an offer or a special promo code in the ad’s CTA is attractive enough to drive immediate purchases. Of course, this largely depends on the product and how spontaneous the purchase decision can be. For instance, if it’s a meal kit that you can use weekly, the impulse to buy is stronger compared to something like a mattress, which is less frequent and more deliberate.

Other offline channels, like direct mail and box inserts, are typically seen as bottom-funnel tools designed to drive immediate purchases. These channels tend to offer more aggressive deals, pushing potential customers closer to the crucial conversion moment.

So, in the omnichannel world, offline channels aren’t just limited to one stage of the journey—they can play a pivotal role at any point, depending on how they’re leveraged.

How do you measure success in offline marketing, and what metrics matter?

There are various tools available to measure the effectiveness of offline ads, which help optimize the channel by shifting the budget from ineffective placements or spots to those that perform better. These tools can vary depending on the channel (e.g., website visits increase immediately after a TV ad is aired, Promo code usage, etc.).

To assess the relative impact of a channel compared to other offline or digital channels, we can leverage several attribution models. For example, attribution models that incorporate inputs like UTM parameters and post-purchase surveys, as well as statistical analyses such as Marketing Mix Modeling, among others.

What’s the biggest challenge brands face when integrating offline marketing with digital strategies?

Measurement and entry budgets! 

Brands that are accustomed to relying solely on digital channels for growth can feel lost when it comes to offline marketing. However, this challenge can be overcome with the right adjustments and by gaining the necessary knowledge to execute and measure it effectively.

The real struggle lies in the budget. Some offline channels, like TV, require substantial test budgets to gather the insights needed to scale properly. This can be particularly challenging for smaller brands.

As a company, you need to be at a certain point before you start testing TV ads. When you have sufficient funds to do so effectively. Otherwise, it could end up being a waste of both money and time if you don't allocate enough resources, which would hinder your ability to learn from the test and leverage the insights for scale. 

If you have the budget and the patience, the return on investment and scale you could ultimately achieve may make the investment well worth it!

Are there any offline marketing channels that you think are currently underutilized?

I believe Out of Home (OOH) channels are often underutilized as a growth driver. Billboards, street furniture, and similar formats have historically been challenging to measure in terms of impressions and engagement. However, with the advent of QR codes and companies that provide more accurate foot traffic data, there’s a real opportunity to enhance the effectiveness of this channel and unlock its full potential.

Are there specific industries where offline marketing is particularly effective?

The broader your target audience, the more likely you'll benefit from the low CPMs that some offline channels offer for wide-reaching targeting. Channels like linear TV, terrestrial radio, and satellite radio fall into this category.

That said, brands with a highly specific audience can gain significant advantages from the hyper-targeting capabilities offered by channels like Connected TV (CTV). While the CPM may be higher, the conversion rate is likely to be as well, making it a worthwhile investment.

Can you give us an example of one of your clients seeing a big lift or other impact from an offline strategy? 

I’ve noticed that many of my clients are often surprised by how quickly a linear TV campaign can start driving new customers, sometimes within just the first few weeks. In fact, within a few months, some of them have been able to make Linear TV a channel on par with Meta in terms of reach. The key to success is recognizing that the older the target audience and the broader the product’s appeal, the faster linear TV can deliver results. When clients are strategic about incorporating a few offline channels, they complement each other well, boosting reach and increasing frequency for maximum impact.

Below are some real-life case studies from my previous client work: 

Case Study 1: Re-Introducing Linear TV for an Established Brand

Background:
This client, a well-established brand, had previously tested linear TV advertising during their direct-to-consumer (DTC) phase. However, after reaching saturation and pausing the campaign for a while, they aimed to re-enter the TV space at a time when a significant portion of their sales was coming from both retail and Amazon, alongside DTC. With this new approach, the goal shifted: to not only boost DTC sales but also to increase Amazon and retail sales.

Objective:
My mission was to help the client strategically reintroduce linear TV with a broader sales strategy that encompassed DTC, Amazon, and retail sales. The goal was to achieve a holistic approach to media and creative strategy.

Approach:
The first step was conducting a comprehensive audit of their previous TV campaign, analyzing both media performance and creative impact. We developed a revised media strategy aligned with the client's new goals and selected media placements based on the updated objectives. In addition to driving website visits, we also focused on ensuring the campaign reached specific retail and Amazon sales targets. Media adjustments were made to accommodate these new goals.

Result:
As a result of these efforts, we successfully created a new revenue stream for the brand, generating over $10 million in annual sales.

Case Study 2: Introducing Offline Marketing for a Digital-Only Brand

Background:
This client had no prior experience with offline marketing and relied solely on digital channels. Our objective was to introduce TV and radio advertising and prove their effectiveness for the brand. Given the initial skepticism towards offline channels, we had a limited timeframe to demonstrate potential and build solid projections to support future scaling.

Objective:
Our goal was to test and prove the efficiency of TV and radio as viable marketing channels while gaining the client’s trust in offline media.

Approach:
We began by testing a variety of media mixes, identifying the optimal starting point for the brand's offline presence. Insights from the client's digital channels were leveraged to create a direct response TV ad that adhered to best practices in linear TV. Within just a few weeks, we were able to achieve the client’s customer acquisition cost (CAC) goal. From there, we gradually scaled the campaign spend, eventually making TV and radio a significant part of the overall marketing mix. 

Result:
This initiative led to the successful integration of offline channels into the client's overall marketing strategy, resulting in the achievement of key performance targets within a short timeframe.

What’s your “special sauce” that you bring to clients? 

What I bring to the table is a top-notch strategic approach for offline channels, focusing on how they can work seamlessly alongside your digital efforts.   And of course, how everything can be measured.

But it’s not just about the High-level part - I also excel in day-to-day management and tactical operations. Many of my clients, when first exploring offline marketing, prefer not to hire a dedicated role until they’ve tested the waters and are confident the channel is here to stay. 

During this testing phase, I help them develop the strategy, bring those tests to life, and help them gather the right insights and next steps from the tests. The goal is to demonstrate the channel's profitability, at which point they can hire someone for the role. Then I can support the transition, ensuring the knowledge transfer is smooth. 

Interestingly, many of these clients choose to keep me on as a fractional team member, and some of these partnerships last for years. I am also fortunate to work with a variety of clients, which gives me valuable insight into current trends and the offline marketing strategies that are proving successful. I leverage this knowledge to support my clients and provide them with effective shortcuts.

About the Author

Avital Caspi is a growth marketing consultant with 15+ years of experience driving growth for DTC brands. She specializes in creating and customizing testing and scaling plans that align with each company’s unique goals and KPIs, delivering impactful growth. Avital focuses on helping brands unlock new growth, especially through offline channels like TV, direct mail, and radio. She has worked with top brands including Harry's, Lume Deodorant, Noom, 1-800-Flowers, Mixtiles, Lumen.me, and Exactius.

About RevelOne
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