For online marketers, the prospect of adding media such as TV to the media mix seems irrational. It is expensive, hard to track, and only reaches old people, right? Well not so fast on all of those criticisms. I have personally managed many campaigns for online marketers like zulily, PokerStars, and QuiBids that have successfully utilized TV to drive efficient online response that we could effectively measure. It isn’t easy and it requires sophisticated processes, but if you can unleash the power of TV’s reach, you can throw fuel on the fire of growth.