About the Episode
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About the Episode:
In this episode of The Application, Allison sits down with Jennifer Lonchar, Co-founder of AmbioEdu, to demystify performance TV. Jennifer explains how this new approach to streaming ads moves beyond brand awareness to become a measurable, personalized, and highly effective tool for driving enrollment outcomes. She shares actionable insights on how to use hyper-specific targeting, from high schools and community colleges to specific demographics and income levels, to reach prospective students and their families where they're most engaged. Learn how to leverage AI to optimize campaigns, measure true impact beyond vanity metrics, and create powerful creative that tells a story instead of just screaming stats.
Join us as we discuss:
- [2:03] What differentiates performance TV and why streaming ads are still an untapped goldmine
- [11:15] Real examples of performance TV moving the needle for smaller schools
- [16:03] How AI is optimizing personalization opportunities and audience segmentation
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for “The Application with Allison Turcio” in your favorite podcast player.
What is Performance TV and Why Should Higher Ed Care?
In this episode of The Application, Jennifer Lonchar redefines the perception of TV advertising in higher education. No longer a one-size-fits-all brand awareness tool, performance TV leverages CTV (Connected TV) and OTT (Over-The-Top) streaming platforms to deliver unskippable ads to hyper-targeted households. Unlike traditional linear TV or YouTube pre-rolls, performance TV tracks every stage of the funnel—from first exposure to application submission and beyond. According to Jennifer, "We measure everything. It's not just impressions and completion rates anymore."
In a crowded digital space where schools are spending more for diminishing returns, performance TV offers a fresh frontier with less ad competition and more control. “Streaming is where digital was 15 years ago in higher ed,” says Jennifer. By bringing all major streaming networks into a unified demand-side platform (DSP), AmioEdu enables schools to optimize reach and frequency just like in digital marketing — with added benefits of AI-backed targeting and real-time analytics.
How Can Enrollment Teams Leverage AI for TV Campaign Targeting?
One of the most exciting capabilities Jennifer outlines is geo-targeting and device ID matching through AI. By virtually geofencing every high school, community college, and four-year institution in the U.S., AmioEdu builds robust data sets of mobile device IDs to identify households. From there, schools can target specific family types — like households with a 16 to 18-year-old and $150k+ income — with tailored creative.
This targeting becomes even more powerful when layered with list-based inputs, such as past inquiries, alumni databases, or admitted student files. The result? Campaigns that reach the right people, at the right time, with messaging aligned to their phase in the funnel. And yes, it also works for advancement campaigns and donor outreach. As Jennifer puts it, "We're the Uber of higher ed. You tell us who you want, and we'll deliver them to your site."
What Does High-Performing Creative Look Like in a Performance TV Campaign?
While targeting and tech are crucial, creative is the real driver of conversions. Jennifer stresses that great performance TV ads combine strong visuals with engaging, emotion-driven storytelling — often told from a student perspective. Having a compelling voiceover script is critical, especially since many viewers mute commercials. Messaging focused on student life, financial aid, and post-grad success resonates most.
Jennifer also notes that their team uses synthetic focus groups — an AI-driven tool adopted from the film industry — to test scripts before production. This allows marketing teams to iterate on messaging quickly and remove friction before presenting to leadership. Schools can also version content for different audiences: admitted students, prospective transfers, or even specific household segments based on recent behavior like visiting the financial aid page.
How Do You Measure Success with Performance TV?
Measurement is where performance TV stands out. Using household IDs linked to all connected devices, AmioEdu tracks conversions even if the ad was watched on a TV and the action was taken on a mobile phone days later. With attribution mapping and time-decay modeling, schools can see exactly when and how viewers convert. Campaigns are reported with matched addresses, allowing for precise tracking of applications, inquiries, and even deposits.
Schools can also analyze lift by comparing web traffic and conversions before and after ad exposure. For example, a recent transfer campaign yielded 42 applications in 30 days, while another school met enrollment targets for the first time in 15 years after turning on performance TV late in the summer. These aren’t flukes — they’re proof that when used strategically, TV can be a conversion channel, not just a visibility play.
How Can Schools Use Personalization in TV Ads?
Jennifer highlights that personalization is not only possible in TV ads — it's a best practice. Campaigns can be set up with multiple ad variants (e.g., "Apply Now," "Visit Us," "Finish Your FAFSA") and delivered dynamically based on audience behavior. If a household recently visited the financial aid page, they’ll receive a follow-up ad tailored to that theme.
Even better? You don’t need a dedicated landing page. Jennifer emphasizes that today’s students will Google your institution — not follow a complex URL. So, focus your efforts on the creative that resonates and let AI and your CRM systems handle the rest. Partners like Halda can also extend personalization post-click, helping you nurture stealth visitors with more context-aware engagement.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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