TV isn't like it used to be, so TV advertising shouldn't be either.

Amid industry consolidation, cord-cutters, cord-nevers, and a shifting streaming and linear landscape, entering the TV advertising space can be overwhelming. However, Angela Voss, CEO, Marketing Architects, explained on Monday at ADWEEK's Brandweek that TV marketing may not be as complicated as it seems.

According to Voss, who presented alongside Chad Wells, CMO, Physicians Mutual, effective TV advertising can come down to a few simple rules. And if marketers can rethink their approach to TV, they can gain meaningful insights into customer behavior.

Here are three tips for building effective TV campaigns:

The TV market has several ways to buy, including the TV upfront, scatter, programmatic, and more. However, with fragmentation in the space, finding the right path for a campaign is increasingly complicated, according to Voss.

The CEO explained that one of the ways to get the best reach at the lowest cost is by leaning into AI-driven media buying. Additionally, this strategy can help open up new audiences.

"We need to remember what TV's superpower is, and that's reach, be it linear or streaming," Voss said. "So when we come into television, we, of course, need to go after that ideal customer, but we need to broaden that out to secondary and even tertiary targets that could potentially be effective for your TV campaign."

When approaching TV advertising, Voss noted that looking at both streaming and linear is more cost-effective. For instance, the CEO pointed to Nielsen data that showed that almost three out of every four households have both linear and streaming.

Voss also noted MRI-Simmons data showing that consumers define TV as anything they can watch on their TV set.

"Moving into television, we want to start with that broad scope, thinking across both CTV and linear," Voss said. "If we can get in front of a consumer in the linear space for far less, why would we pay more in the streaming space?"

When it comes to TV, measurement is still a mess. Talking with ADWEEK about the upfront recently, buyers recalled how Nielsen's much-hyped panel and big data measurement still didn't have the historical cachet to be effective across the board.

So, when approaching measurement for campaigns, use multiple tools to get the best look at the impact.

"If you're running television, and you have a single viewpoint as to what TV is doing through an agency, through your DSP, I highly suggest adding multiple models and ensuring they triangulate that performance that you think is actually happening," Voss said.