Performance TV for Higher Ed Marketing - a conversation with Jennifer Lonchar
Education Marketing Leader with Chris Rapozo · Chris Rapozo
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Show Notes
On this episode of Education Marketing Leader podcast, Jennifer Lonchar , co-founder of AmbioEdu, breaks down what higher ed marketers need to know about Performance TV, and why it's becoming an essential part of the enrollment marketing mix.
What is performance TV and why it matters
Performance TV refers to unskippable streaming commercials on platforms like Hulu, Roku, Peacock, and Pluto, except with trackable results.
Unlike traditional TV, it enables ROI measurement tied directly to inquiries, applications, event registrations, and enrollment.
Targeting strategies that work in higher-ed
- Use first-party data for yield campaigns
- Target households of specific high school students using device ID data
- Create lookalike audiences based on enrolled student profiles and discretionary income
- Run demographic-based targeting by job title, geography, or household composition
- Retarget based on admissions page visitors or commercial exposure
Measuring ROI and lift across channels
Ambio’s partnership with TVScientific allows institutions to:
- Track site behavior after ad exposure
- Match conversions back to exposure timestamps
- See halo effects across Google Search, Meta ads, and organic traffic
- Report on average exposure-to-action timelines and lift by campaign type
Creative that converts
- Avoid passive flyover branding ads
- Deliver a clear, actionable message in 30 seconds
- Use graphic overlays for muted viewers and voiceovers for mobile audiences
- Repurpose video assets for Meta, TikTok, and Snapchat to extend reach
Budget flexibility and real-world results
Campaigns can start small, some as low as $10K.
Institutions like Arizona State University tested campaigns before expanding.
Others saw application increases and yield improvements by integrating Performance TV as the only major change to their strategy.
Future of performance TV in higher-ed
- Interactive ad experiences are in development
- Granular channel-level targeting on platforms like Roku is coming
- CRM integrations allow student ID-level attribution
Key Quote
“This is where digital was 14 years ago. Early adopters will win. The rest will spend the next five years playing catch-up.” — Jennifer Lonchar
Connect with Jennifer
Website: ambioedu.com
Email: [email protected]
Follow and subscribe to the Education Marketing Leader podcast for weekly conversations with real practitioners, breaking down what’s working in higher ed marketing, without the fluff.
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