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Higher ed marketing has a pattern: A new channel emerges, universities hesitate, budgets stay stuck in traditional tactics, and by the time they catch up, they’re already behind.
We saw this happen with digital marketing in the early 2010s—skepticism around Facebook ads, SEO, and retargeting. Yet today, digital is the foundation of enrollment marketing. Now, it’s happening again with Performance TV (Connected TV/OTT).
Here’s the difference: Undergraduate audiences are already there. Gen Z is consuming more video than any generation before them, and platforms like YouTube, streaming TV, and TikTok have become their primary sources for content. Marketers outside of higher ed know this—and they’re investing heavily in Performance TV. Meanwhile, universities are still treating TV like a broad awareness tool instead of a high-intent, precision-targeted enrollment driver.
“TV is expensive!” “Commercials don’t drive leads!” “TV is for branding, not enrollment!”
Sound familiar? The reality is, Performance TV isn’t just branding—it’s a performance marketing powerhouse.
Universities that move fast on Performance TV are gaining a competitive edge—and the results speak for themselves. Schools that integrated this channel into their marketing strategy are seeing increased website traffic, more inquiries, and a surge in applications. Whether they are facing declining enrollment or simply looking for a competitive edge, these institutions are proving that streaming TV isn’t optional anymore. It’s the next big shift in enrollment marketing.
Jennifer Lonchar
Co-Founder, AmbioEduJennifer Lonchar brings almost two decades of expertise in higher education, having worked in various roles focused on strategic enrollment and marketing. For over 13 years she worked for Carnegie, and was instrumental in bringing digital marketing to higher education. Her deep understanding of the challenges and opportunities within the sector has made her a sought-after leader in developing innovative solutions for enrollment and student engagement. Driven by a passion for enhancing the student experience and optimizing recruitment strategies, Jennifer co-founded AmbioEdu. This venture reflects her commitment to transforming higher education marketing through advanced technologies, including Performance TV and integrated digital solutions. AmbioEdu, under her leadership, harnesses cutting-edge tools to help universities connect with prospective students more effectively and efficiently, setting new standards in the field.
Matt Byerly
Executive Director of Brand Strategy, AmbioEduAs Executive Director of Brand Strategy at AmbioEdu, Matt Byerly brings over 20 years of expertise in brand management, creative direction, and marketing strategy across the higher education and B2B sectors. An award-winning creative leader, Matt is known for elevating brands through authentic storytelling, strategic insights, and user-centered design. At AmbioEdu, he leads the company’s branding efforts, positioning it for growth within the higher ed marketplace. Matt also drives brand identity initiatives to help our partners establish a strong market presence, while collaborating closely with Ambio’s creative team to ensure brand consistency across all projects. With a proven record of building impactful, authentic narratives, Matt is passionate about helping institutions connect meaningfully with their audiences.
