95% of iOS users opt out of ad tracking. A judge ruled Google acted illegally to maintain its search monopoly. And the company backtracked on plans to eliminate third-party cookies... A lot is happening in the world of search.

This week, Elena, Angela, and Rob explore the changing landscape of search marketing. They discuss Google's evolving role, the effectiveness of targeting strategies, and how AI chatbots are reshaping search behavior. Learn how to prepare your brand for a future where consumers increasingly bypass traditional search engines in this week’s episode.

Topics covered: 

• [0:47] Google's decision on third-party cookies
• [4:45] Targeting effectiveness: first-party data vs third-party cookies
• [11:00] Impact of the recent antitrust ruling against Google
• [14:47] The state of paid search advertising
• [20:23] How AI chatbots are changing search behavior
• [22:01] Strategies to prepare for the future of search 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 


Resources: 
2023 New York Times Article: https://www.nytimes.com/2023/09/12/technology/google-antitrust-ruling.html


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore recent data on CMO tenure, revealing that the role may be more stable than commonly perceived. They discuss surprising statistics about tenure length, differences between B2B and B2C brands, and career progression for CMOs.

Topics covered: 

• [00:55] "The CMO Tenure Study 2024: An Expanded View of CMO Tenure and Background"
• [02:00] Average CMO tenure at Fortune 500 companies
• [03:20] The differences between B2B and B2C brand CMOs
• [04:55] Expanded responsibilities of modern CMOs
• [05:35] Career progression for CMOs after leaving roles
• [06:45] Diversity statistics for CMO positions 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Spencer Stuart. (2024). *CMO Tenure Study 2024: An Expanded View of CMO Tenure and Background*. Retrieved from https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-2024-an-expanded-view-of-cmo-tenure-and-background  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 
 

NBC Universal paid nearly $8 billion for Olympic broadcast rights through 2032. But is sports marketing really worth the cost?

This week, Elena, Angela, and Rob dive into the world of sports marketing as the Summer Olympics kick off. They explore the surprising scale of sports advertising, the evolution of athlete endorsements, and whether Olympic sponsorships are worth the premium price tag. Plus, hear why many brands could get more for their dollars by looking beyond major sporting events.

Topics covered:   

• [01:00] Looking to the 2024 Paris Olympics
• [02:14] Scale of global sports marketing spend
• [06:00] History of athlete endorsements
• [09:00] Notable brand deals for the 2024 Olympics
• [12:00] Pros and cons of micro-influencer athletes
• [13:00] Contrarian view on sports marketing ROI
• [18:30] Alternatives to major sports sponsorships 

 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 Ad Age Article: https://adage.com/article/marketing-news-strategy/2024-summer-olympics-advertisers-sponsors-and-media-plans-paris-games/2566426
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss how marketers can leverage framing and decoy effects to sway consumer choices and boost confidence in their decisions.

Topics covered:   

• [00:40] “Changing Decisions: The Interaction Between Framing and Decoy Effects”
• [01:30] Background on cognitive biases
• [02:25] Framing vs. decoy effect
• [03:10] Congruent vs. incongruent decoys
• [05:55] How do positive and negative scenarios affect decisions? 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Di Crosta, Adolfo, Anna Marin, Rocco Palumbo, Irene Ceccato, Pasquale La Malva, Matteo Gatti, Giulia Prete, Riccardo Palumbo, Nicola Mammarella, and Alberto Di Domenico. 2023. "Changing Decisions: The Interaction between Framing and Decoy Effects" Behavioral Sciences 13, no. 9: 755. https://doi.org/10.3390/bs13090755 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Removing TV from a marketing campaign can reduce its impact by 39%. That’s a massive drop—and evidence of the impact including TV in your marketing mix has.

This week, Elena, Angela, and Rob discuss the most effective marketing channel combinations. They explore how TV boosts other channels' performance, the creative challenges inherent to multi-channel campaigns, and the complexities of buying and measuring across channels. Plus, hear their takes on which two channels they'd choose for a D2C brand campaign (if TV wasn't an option).

Topics covered:   

• [01:00] Kantar study on TV's impact on campaigns
• [03:30] ThinkBox research on channel combinations
• [07:00] Creative challenges of multi-channel campaigns
• [11:00] Media buying across channels
• [13:00] Measuring multi-channel marketing strategies
• [20:00] AI's role in cross-channel marketing
• [24:00] Top channels for D2C brands 

 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 Kantar Report: https://www.bandt.com.au/kantar-study-finds-removing-tv-could-reduce-a-campaigns-impact-by-39/

2022 Thinkbox TV Article: https://www.thinkbox.tv/research/thinkbox-research/demand-generation#key-findings
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob dive into the new world of Large Language Models (LLMs), revealing how AI models are shaking up market research with impressive accuracy. They also stress the need to blend this cutting-edge tech with traditional methods for better insights and data.

Topics covered:   

• [01:00] “Determining the Validity of Large Language Models for Automated Perceptual Analysis”
• [01:20] Using LLMs in market research
• [02:20] Battling skepticism with proof
• [04:25] LLMs can visualize brand similarities
• [06:15] Why there is pushback for adopting LLMs
• [07:50] Combining LLMs with human insight 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Li, Peiyao and Castelo, Noah and Katona, Zsolt and Sarvary, Miklos, Determining the Validity of Large Language Models for Automated Perceptual Analysis (December 6, 2023). Available at SSRN: https://ssrn.com/abstract=4241291 or http://dx.doi.org/10.2139/ssrn.4241291 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Artificial intelligence is taking over the world of market research with its ability to accurately predict human responses. But how can you best use AI to help make informed decisions about your business?

This episode, Elena, Angela, and Rob dive into the world of AI-driven market research, exploring the latest advancements in and practical applications of large language models (LLMs) for better understanding your audience.

Topics covered:   

• [0:47] Exploring AI and market research with LLMs
• [1:03] Study on language models simulating human responses
• [4:45] Synthetic audiences vs. traditional methods
• [11:00] Practical uses of LLMs in marketing
• [14:47] Launching ScriptSooth for pretesting TV commercials
• [20:23] History of pretesting and transition to synthetic audiences
• [22:01] Potential futures of AI 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 Cornell University Study: https://doi.org/10.48550/ARXIV.2209.06899
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss research showing that starting customer surveys with open-ended positive questions can boost spending and loyalty by reinforcing positive memories and attitudes, making it a simple yet powerful strategy for increasing sales.

Topics covered:   

• [00:45] “Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior”
• [02:13] Asking for feedback brings more sales
• [04:45] Customer commitment and consistency
• [05:25] Positive experience reconstruct memories
• [07:40] Turning causal tasters into food lovers 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior by Sterling A. Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen Bell Detienne, and R. Bruce Money is Journal of Marketing Research, 54(February), 156-170, 2017. The DOI for the article is 10.1509/jmr.14.0232. 
 
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How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them? 
 
In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer dollars. 

Topics covered:   

• [1:11] Marketing laws: double jeopardy and duplication of purchase
• [2:14] Risks of over-focusing on competitors
• [5:20] Creating and dominating new categories
• [8:03] Rob's history lesson on category entry points
• [14:04] Potential pitfalls of rebranding
• [17:54] Using different channels as a competitive advantage 

 
 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2018 Building Distinctive Brand Assets Book: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/ 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Every marketer dreams of crafting unforgettable, creative campaigns. But what does creativity really look like? How can you consistently achieve it? And why do so many campaigns fall short of the mark?

This week, we’re tackling these questions head-on. Elena, Angela, and Rob are joined by VP of Creative Vivienne Wan to uncover the secrets of creativity in advertising and how you can harness this power to create effective campaigns.

Topics covered:   

• [0:53] Importance of creativity in marketing
• [5:46] Defining creative marketing
• [9:41] Steps for developing creative ideas
• [12:26] Overcoming creative limitations
• [17:05] How emotional marketing drives action
• [21:48] Successful creative campaign example  

 






To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Neuromarketing Blog: https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss how loyalty programs boost spending, especially among light and moderate buyers, when tailored rewards are offered. They learn that customizing incentives based on purchasing habits can enhance a program’s effectiveness.

Topics covered:   

• [00:50] “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty”
• [02:30] Loyalty program’s influence on buying patterns
• [03:15] The difference between light, medium and heavy buyers
• [04:50] Immediate rewards… for light buyers?
• [07:15] Loyalty programs resemble a botanical garden 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Liu-Thompkins, Yuping. (2007). The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing - J MARKETING. 71. 19-35. 10.1509/jmkg.71.4.19. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Why has America fallen behind the world in marketing effectiveness knowledge? And what can we do to catch up?

This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what we can learn from the history of marketing, and the importance of balancing research with active testing to discover marketing strategies that really work. 

Topics covered:   

• [04:30] What is marketing effectiveness?
• [07:30] Why Mark created the Mini MBA
• [15:00] How AI will change the future of advertising
• [17:15] Why marketers undervalue TV advertising
• [21:00] The differences between effectiveness and marketing science
• [29:30] Marketing fundamentals don’t change 

 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 MarketingWeek Article: https://www.marketingweek.com/effectiveness-ignorance-american-marketing/
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks. 

This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success story of all time. 

Topics covered: 

• [01:00] Dyson's extension into headphones
• [04:00] Research on brand extension success factors
• [09:00] Uber's expansion into food delivery
• [15:45] BIC's failed disposable underwear line
• [19:30] Lego's empire of successful extensions
• [23:00] Harley-Davidson's ill-fated perfume launch
• [26:30] Dove's expansion from women's to men's products
• [27:30] Evian's bizarre water bra product 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 




Resources:
International Business & Economics Research Journal Article: https://www.researchgate.net/publication/265222329_Brand_Extensions_A_Qualitative_Meta-Analysis_Of_20_Years_Of_Marketing_Research/fulltext/5485c1130cf2ef344787c30c/Brand-Extensions-A-Qualitative-Meta-Analysis-Of-20-Years-Of-Marketing-Research.pdf
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how psychological targeting enhances digital marketing performance. Together, they explain how matching ads to audience traits can offer a more personalized—and effective—approach.

Topics covered:   

• [00:45] “Psychological Targeting as an Effective Approach to Digital Mass Persuasion”
• [01:25] How effective is psychological targeting?
• [02:55] Targeting social media activity
• [06:00] Create ads based on personality
• [07:10] Social media vs. behavioral targeting
• [09:00] Sending ads by tracing breadcrumbs 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Matz, Sandra & Kosinski, M. & Nave, Gideon & Stillwell, David. (2017). Psychological targeting as an effective approach to digital mass persuasion. Proceedings of the National Academy of Sciences. 114. 201710966. 10.1073/pnas.1710966114. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Did you know AI influencers drive more engagement than real humans do? Or that consumers buy less, not more, from your brand the longer they’re a customer? Or why you always buy the large popcorn at the movie theater, even though you’d be happy with a smaller size?

This episode, Elena, Angela, and Rob are sharing some of their favorite (and most surprising) research on marketing principles and consumer behavior. Plus, they dig into how marketers should apply these learnings to their own strategies and campaigns. Prepare to have your mind blown!

Topics covered:

• [01:00] The Law of Buyer Moderation
• [02:30] Why brand loyalty is hard to maintain
• [06:00] How the decoy effect changes how we think about options
• [10:00] AI vs human influencers
• [13:00] Share of voice’s correlation to share of market
• [16:45] What is the mere exposure effect?
• [20:15] How LLMs are changing market research 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2010 How Brands Grow Book: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560

2023 MarketingWeek Article: https://www.marketingweek.com/marketing-experts-effective-share-of-voice/

2023 Marketing Science Study: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4241291

The Decision Lab Article: https://thedecisionlab.com/biases/mere-exposure-effect 

The Decision Lab Article: https://thedecisionlab.com/biases/decoy-effect

 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob learn about the value of using irrelevant attributes to set your brand apart from competitors. They explore why even meaningless differentiation can positively impact consumer preference and make your brand memorable.  

Topics covered:   

• [01:05] “Meaningful Brands from Meaningless Differentiation: The Dependence of Irrelevant Attributes.”
• [01:35] The importance of differentiation in marketing
• [04:15] Consumers value irrelevant attributes
• [07:10] Advertising’s impact in differentiation
• [08:40] Differentiation vs. Distinctive branding 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Carpenter, Gregory S; Glazer, Rashi; Nakamoto, KentJMR, Journal of Marketing Research; Aug 1994; 31, 3; ABI/INFORM Globalpg. 339 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Connected TV is one of the most popular new marketing channels of 2024. According to eMarketer, CTV ad revenue will reach $28 billion this year. But it’s also one of the most complex and confusing channels. 

This episode is dedicated to fixing that. Elena, Angela, and Rob are joined by Director of Advanced TV Marrika Zapiler to break down how CTV works and why it’s attracting so much attention right now. Plus learn how to work around the channel’s complexities to drive performance with CTV campaigns, even as the media landscape continues to change.

Topics covered:   

• [01:00] Connected TV viewership and ad revenue
• [03:00] How do marketers feel about CTV?
• [06:00] The history of streaming and CTV
• [12:30] How is CTV ad inventory purchased?
• [19:00] How much does CTV advertising cost?
• [22:00] Targeting options on CTV as the cookie declines
• [28:30] The importance of testing new channels 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 Nielsen Report: https://www.nielsen.com/insights/2023/data-driven-personalization-2023-state-of-play-report/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob take a closer look at the impact celebrities have on consumer buying decisions. Plus, they dig into the psychological and biological reasons as to why celebrity endorsements can be so effective.

Topics covered:   

• [00:55] “How Celebrity Status Engaged Direction in Ads Drive Visual Attention to Shape Consumer Decisions” 
• [01:25] Examples of celebrity endorsed products 
• [03:00] Why do celebrity endorsements work? 
• [04:10] Effectiveness is rooted in biology 
• [05:20] Gaze cueing and Gen Z  

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
D'Ambrogio, Simone & Werksman, Noah & Platt, Michael & Johnson, Elizabeth. (2022). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing. 40. 10.1002/mar.21772. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Advertising is on its way out. Or so marketing professor Scott Galloway suggested in his recent interview on the Uncensored CMO podcast. 

We (naturally) found this concerning. So this week, Elena, Angela, and Rob are taking a good, hard look at whether advertising really impacts business growth. They review how much the biggest and most innovative brands in the world really spend on advertising, how advertising connects brands with customers, and why brand storytelling matters. 

Topics covered:   

• [01:00] Galloway’s interview with Jon Evans on Uncensored CMO
• [06:30] Is advertising as powerful as it used to be?
• [08:30] What happens when you turn off ads?
• [13:00] Why even great products need to advertise to stand out
• [17:00] How Apple has used advertising to grow
• [21:30] The team’s favorite ad campaigns 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Uncensored CMO Podcast: https://podcasts.apple.com/gb/podcast/scott-galloway-on-the-end-of-the-brand-era/id1486335987?i=1000654133403

James Hurman LinkedIn Post: https://www.linkedin.com/feed/update/urn:li:activity:7191932287385587712/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore what drives us to click and share online content. Is virality just luck, or is it strategic? Discover how emotions and planning play a part.

Topics covered:   

• [00:50] “What Makes Online Content Viral”
• [01:25] What makes something go viral?
• [02:50] Content drives social transmission and virality
• [05:10] High versus low arousal emotions
• [06:05] Why positivity is contagious.
• [09:05] Emotion and content sharing 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Berger, Jonah & Milkman, Katherine. (2009). What Makes Online Content Viral? Journal of Marketing Research. 49. 10.2139/ssrn.1528077. 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brace yourselves. This week, we’re covering a highly debated marketing topic: targeting strategy. 

Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting. 

Topics covered:   

• [01:30] Mark Ritson vs Byron Sharp on targeting
• [02:30] The cost of broad targeting
• [08:00] Brand vs performance marketing
• [12:00] Types of targeting for connected TV
• [15:45] Targeting on CTV vs digital advertising
• [17:30] Fees behind third-party targeting
• [19:30] How machine learning can help solve targeting 

 





To learn more, visit marketingarchitects.com/podcast 
 
Resources: 
2023 MarketingWeek Article: https://www.marketingweek.com/ritson-sgementation-pointless/
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob revisit the traditional divide between brand and performance marketing. Then, they explore how advertising effectiveness is now being redefined through three dimensions: scale, efficiency, and time. 

Topics covered:   

• [01:20] “Profit Ability 2”
• [02:20] How much has advertising effectiveness changed?
• [05:10] Brand versus performance
• [07:50] How big of an effect do your ads have?
• [08:40] Budget for impact without waste
• [10:15] Short- and long-term payback 

To learn more, visit marketingarchitects.com/podcast 


Resources: 

• https://www.thinkbox.tv/news-and-opinion/events/the-new-business-case-for-advertising
• https://assets.ctfassets.net/ptzdhtf6t0jg/1QnN6BTbV16BXEPQojyQEc/57b12e6b4a65150f3fac6bd8c2b7a3df/The_new_business_case_for_advertising_event_slides.pdf
• https://www.warc.com/content/article/Event-Reports/Beyond_brand_vs_performance_The_three_dimensions_of_effectiveness/155612 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Did you know marketers will spend more than $650 billion on online ads this year? Or that a surprisingly massive chunk of this spending will be completely wasted?

This week, Elena, Angela, and Rob discuss Bob Hoffman’s recent book, Inside the Black Box, which highlights one of the dark sides of online advertising—ad fraud. As marketers, we all know ad fraud is a problem. But it might be even worse than we thought. Shockingly, WFA says that by 2025, ad fraud may be the second largest source of criminal income on the planet.

Topics covered:   

• [00:45] Introducing Inside the Black Box
• [02:30] Why programmatic media buying is subject to fraud
• [07:30] What’s wrong with MFA sites
• [12:30] Types of ad fraud
• [16:30] Ad viewability across ad formats
• [19:00] How to prevent and reduce wasted ad spend 

 
 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Inside the Black Box by Bob Hoffman, 2024: https://typeagroup.createsend.com/campaigns/reports/viewCampaign.aspx?d=d&c=FC142680CDB9311A&ID=C0C74A04140F82EE2540EF23F30FEDED&temp=False&tx=0&source=Report
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob reveal how influencer marketing’s success hinges on aligning the right influencer with the right product for the right audience.

Topics covered:   

• [01:05] “Understanding Influencer Marketing: The Role of Congruence Between Influencers, Products and Consumers”
• [01:21] Examples of good and bad promotion
• [04:35] Influencers in the 18th century
• [05:38] What makes an influencer campaign successful?
• [08:30] The difference between an influencer and a celebrity 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. *Journal of Business Research, 132*, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067.  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success. 

Topics covered:   

• [00:40] “Marketers' Intuitions About the Sales Effectiveness of Advertisements”
• [01:00] Predicting effective ads is no better than random chance
• [04:25] Intuition versus analytics
• [05:45] The horse racing metaphor
• [06:25] Pushback for CMOs
• [07:40] The importance of pretesting 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre (2016), "Marketers' Intuitions about the Sales Effectiveness of Advertisements", Journal of Marketing Behavior: Vol. 2: No. 2–3, pp 177-194. http://dx.doi.org/10.1561/107.00000034 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Does mass reach marketing still have value in a world where digital advertising lets brands target their bullseye customer alone?

This week, Elena, Angela, and Rob are discussing the importance of broad reach for business growth, driving long-term demand, and truly effective marketing. Inspired by P&G’s Mark Pritchard’s recent comments on what efficient and effective marketing looks like, they’re talking about everything from the origins of mass reach marketing to reach strategies on digital vs traditional channels.

Topics covered:  

• [01:00] P&G’s Mark Pritchard on reach and growing your market
• [05:30] The origin of broad reach marketing
• [09:00] Why marketing channels have different superpowers
• [11:30] Why engaging decision influencers matters
• [17:00] High reach only works when it’s efficient and high-quality
• [21:00] Creative best practices for high reach campaigns 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2024 Performance Marketing World Article: https://www.prweek.com/article/1867218/p-gs-marc-pritchard-the-currency-matters-sales-dollars
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. 

In this episode, Elena and Rob explore the reasons behind TV advertising's ongoing success—despite all the buzz around digital. Learn more about Peter Field's insights into why TV ads remain a critical part of successful marketing strategies.

Topics covered:  

• [00:55] “Why TV is at the Heart of Effectiveness... and What it Will Take to Keep it There”
• [02:15] Is TV dead?
• [04:45] TV’s delivers slow decay attention
• [07:50] TV’s emotional clout
• [09:25] TV is a trusted media source
• [10:20] Marketing is like a garden 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
https://www.thinkbox.tv/research/nickable-charts/effectiveness-and-planning/tv-at-the-heart-of-effectiveness-by-peter-field#  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Ready to talk politics? Well, political advertising anyway. 

This week, Elena, Angela, and Rob are exploring how marketers should think about the impact of political ad spend in 2024. (There’s no actual politics allowed). This year, US political ad spend is expected to surpass $12 billion, setting a new record... That’s triple what was spent on the 2016 election, and it’s already affecting media availability. 

Topics covered:   

• [01:00] The state of US political spend in 2024
• [02:00] How will political spend affect the media market?
• [04:00] Buying national vs local media
• [05:45] The history of political advertising
• [09:30] Using focus groups vs online testing for political ads
• [13:30] Why TV is a top choice for political ads 

 




To learn more, visit marketingarchitects.com/podcast 


Resources: 
2024 Berkely News Article: https://news.berkeley.edu/2024/02/15/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising
2024 eMarketer Report: https://www.emarketer.com/content/us-political-ad-spending-forecast-2024


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how advertising can impact stock prices and boost investor confidence. Research shows successful campaigns often lead to higher stock values by showcasing a company's market presence and consumer demand.

Topics covered:   

• [00:50] “The Impact of Advertising on a Company’s Stock Price”
• [02:10] Stock price is a good metric for judging company success
• [03:20] Advertising decisions for customers vs investors
• [04:50] Do investors recognize the future impact of marketing actions?
• [08:10] Stock price movement benefits and drawbacks
• [09:30] Afterthoughts on the study and TV Advertising 

To learn more, visit marketingarchitects.com/podcast 

Resources: 
Srinivasan, Shuba and Hanssens, Dominique M, The Impact of Advertising on a Company’s Stock Price (September 8, 2023). Available at SSRN: https://ssrn.com/abstract=4694164 or http://dx.doi.org/10.2139/ssrn.4694164 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

63% of TV advertisers doubt their ability to accurately measure TV’s impact. And it’s not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.

But accurate attribution isn’t impossible. This week, Elena and Angela are joined by Director of Analytics Jordan Rossler to break down the report “Everything Wrong with TV Measurement.” They’re covering attribution best practices for brand marketing channels, including the importance of using multiple attribution models to determine success and looking at results with a healthy dose of skepticism. 
 
Topics covered:   

• [01:25] Introducing a new TV attribution report
• [07:30] The Micro, Macro, Business framework
• [10:00] How test structure impacts measurability
• [13:30] All models are wrong, some are useful
• [15:00] How using multiple models can catch data issues
• [16:00] What models are best for measuring TV?
• [19:00] Asking questions with a “challenge everything” mindset 

 




 
To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2024 Marketing Architects Report: https://www.marketingarchitects.com/blog/everything-wrong-with-tv-measurement
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

Once upon a time, Elena and Rob decided to explore the meaning of “brand love” and the use of powerful storytelling. They discovered that brands with a strong story create meaningful connections and fuel brand loyalty. 

Topics covered:   

• [00:46] “The Role of Storytelling in the Creation of Brand Love”
• [01:14] Examples of storytelling
• [03:42] Does storytelling lead to brand love?
• [04:15] What is brand love?
• [05:43] Storytelling in advertising
• [07:00] Emotional connection adds value 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Dias P, Cavalheiro R. The role of storytelling in the creation of brand love: the PANDORA case. J Brand Manag. 2022;29(1):58–71. doi: 10.1057/s41262-021-00254-6. Epub 2021 Oct 6. PMCID: PMC8494506. 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Can marketers tap into psychology to improve the effectiveness of their work? Well, there’s a reason why Dr. Robert Cialdini’s psychology book Influence is a marketing and sales bestseller.

Whether you realize it or not, psychological principles are applied in marketing all the time. This week, Elena, Angela, and Rob are reviewing the six psychological lessons found in Dr. Cialdini’s classic book. They cover how marketers can use these principles for good (not evil) and how they show up in everything from customer reviews to subscription models.

Topics covered:   

• [01:30] The history of Influence at Marketing Architects
• [03:30] Why we feel obligated to return favors
• [06:00] How consistency shows up in subscription models
• [10:00] The power of social proof
• [12:30] Everyone is more influenced by people they like
• [16:30] How authority affects buying decisions
• [18:45] Why scarcity increases desirability 

 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2016 Forbes Article: https://www.forbes.com/sites/ajagrawal/2016/06/02/why-every-marketer-should-read-influence-the-psychology-of-persuasion/?sh=4c73d5b56d0c 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore why some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.

Topics covered:   

• [00:54] “The Sound of Brands”
• [02:23] How to choose the right brand name
• [04:48] Ice cream and... cat litter?
• [05:56] How suppressed emotions affect brand name reactions 
• [06:35] How much rhyme is too much?
• [07:00] Positive effect and sound repetition make a difference

To learn more, visit marketingarchitects.com/podcast 


 

Resources: 
Argo, Jennifer & Popa, Monica & Smith, Malcolm. (2010). The Sound of Brands. Journal of Marketing - J MARKETING. 74. 97-109. 10.1509/jmkg.74.4.97.   
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

How much has marketing really changed in the last decade? It might not be as much as you think.

This week, Elena and Rob are covering what’s next in marketing, from how younger generations are making new demands of businesses to why it's so hard to keep up with the latest AI developments. But they’re also talking about what doesn’t change. And how marketing for the future is sometimes about focusing on fundamentals. 

Topics covered:   

• [01:15] Some marketing fundamentals never change
• [04:00] How AI is transforming advertising and creative
• [08:00] How to keep up with AI’s evolution
• [09:00] Gen Z’s impact on marketing trends
• [14:00] Why AR/VR is overhyped for marketers right now
• [17:00] How top-performing ad formats are moving to short-form video
• [20:00] Would you rather travel to the future or the past? 

 






To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2023 Wizard of Ads Article: https://wizardofads.org/the-fundamentals-that-remain/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Patagonia. Dove. Ben & Jerry’s. These are just some of the brands that have leaned into purpose-led messaging over the last decade. But could brand purpose be just another marketing trend that misses the mark? 



In this episode, Elena, Angela, and Rob discuss the rise of brand purpose and its effectiveness as a marketing strategy. They explore the history of corporate social responsibility, debate whether purpose-driven campaigns really drive results, and share examples of brands that get it right (and wrong). Plus, test your knowledge of famous brand purpose statements in a fun guessing game. 



Topics covered:
 
[01:00] Nick Asbury's critique of brand purpose
[04:00] How Dove’s famous campaign misinterpreted data
[07:46] The history of corporate social responsibility and brand purpose
[10:00] Why brand purpose should align with business goals
[14:00] Measuring the success of purpose-driven campaigns 
[17:30] Do consumers care about brand purpose? 
[19:30] The role of purpose in employee engagement 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 



Resources: 
2024 MarketingWeek Article: https://www.marketingweek.com/good-intentions-lead-to-bad-marketing-why-purpose-is-missing-the-mark/ 


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob are going back in time... sort of. They’re covering nostalgia, what it is, and why it’s become a common and highly effective tool in advertising.

Topics covered:   

• [00:45] “An Involvement Explanation for Nostalgia Advertising Effects”
• [01:00] How some people are extra susceptible to nostalgia
• [02:00] What is nostalgia?
• [03:30] Three types of nostalgia
• [07:00] Why is nostalgia so effective in advertising?
• [10:00] The connections between nostalgia, likeability, and memorability 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Muehling, Darrel & Pascal, Vincent. (2012). An Involvement Explanation for Nostalgia Advertising Effects. Journal of Promotion Management. 18. 100-118. 10.1080/10496491.2012.646222.  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

At any time, only 5% of a B2B company’s potential customers are in-market. That’s a small group. Which means marketing to the other 95% might be pretty important...

In this episode, Elena and Angela are joined by Peter Weinberg, former Global Head of Development at The B2B Institute from LinkedIn. They’re talking about the contrarian ideas Peter researched and popularized during his time at LinkedIn, including the 95-5 rule, why tight targeting isn’t always the right choice, and the role of creativity in B2B marketing. Stick around, and you’ll even get a sneak peek at what Peter’s doing next! 

Topics covered:   

• [00:30] Introducing Peter Weinberg
• [04:30] How the 95-5 rule leads B2B marketing strategy
• [08:00] Broad vs narrow targeting for B2B
• [12:00] Why top-of-funnel and brand matters for B2B
• [14:00] How should B2B marketers think about TV?
• [19:00] The state of marketing effectiveness in the US
• [25:30] What’s next for Peter?

 






To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
The B2B Institute Article: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule

 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob are talking all things TV advertising. There have been plenty of marketers announcing “TV is dead” over the last decade, but what does research say about TV’s effectiveness today?

Topics covered:   

• [00:45] “Effectiveness and Efficiency of TV’s Brand-Building Power”
• [03:00] What is a gross rating point (GRP)?
• [04:00] A 30-second TV ad is just as effective today as in the 1980s
• [05:00] Does spot length impact effectiveness?
• [07:00] Traditional marketing should still be a focus
• [08:00] How pretesting makes in-market campaigns more successful 

 



To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review 
Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart 
Journal of Advertising Research Jun 2020, JAR-2020-011; DOI: 10.2501/JAR-2020-011 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Is primetime really the “prime” time for TV advertisers? What does research say about subliminal advertising? And is personalization actually worth the effort?

In this episode, Elena, Angela, and Rob look at some of the biggest myths and misconceptions in the marketing industry and tackle what research says about each. A word of caution... listening to this episode could challenge deep-rooted beliefs.

Topics covered:   

• [01:30] What happens when marketing debates get controversial
• [06:00] Where did the term “primetime” come from?
• [07:30] Why primetime doesn’t always equal the best performance
• [12:00] The history of the subliminal advertising myth
• [17:30] What research says about the impact of personalization
• [22:00] Where personalization can go wrong  

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2012 Brand Genetics Article: https://brandgenetics.com/human-thinking/how-brands-grow-speed-summary/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss a study reviewing behavioral advertising’s impact on consumer welfare, with some surprising results. Hint: behavioral advertising’s not as helpful for consumers as you might think!

Topics covered:   

• [01:00] Introducing Behavioral Advertising and Consumer Welfare
• [02:00] Defining behavioral targeting
• [04:30] Study results on behavioral advertising’s impact
• [05:30] How you might interact with behavioral ads
• [06:00] Behavioral vs contextual targeting 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Schnadower Mustri, Eduardo and Adjerid, Idris and Acquisti, Alessandro, Behavioral Advertising and Consumer Welfare: An Empirical Investigation (March 23, 2023). Available at:  https://ssrn.com/abstract=4398428  or http://dx.doi.org/10.2139/ssrn.4398428 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

The rise of video-driven social platforms. Evolving privacy regulations limiting advertisers’ access to targeting and reporting data. Meta’s dominance finally facing challengers... Social media is changing for good.

In this episode, Elena, Angela, and Rob unpack the evolution of social media marketing, influenced heavily by Facebook's introduction of dynamic, algorithm-driven experiences. The conversation explores the need for platform diversification, the implications of privacy changes on targeting, and why video content now claims more than half of social ad budgets. 

Topics covered:   

• [01:30] How Facebook transformed social media forever
• [04:00] Snapchat and Reddit’s potential for growth
• [06:30] The risk of over-dependence on Meta
• [08:00] How privacy changes affect social attribution
• [09:30] How to make the most of social video
• [14:30] How to measure the effectiveness of social marketing
• [16:30] Organic vs paid social 

 


To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2024 Mashable Article: https://mashable.com/article/facebook-changed-social-media
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In our inaugural Nerd Alert episode, Elena and Rob get meta by reviewing research on marketing research. They’re looking at the current state of marketing research and why research is more focused right now on tactics than strategies, creating a gap in how we think about the conceptual side of marketing.

Topics covered:  

• [00:30] Introducing Nerd Alert
• [02:00] Overview of “Research in Marketing Strategy”
• [05:00] The four parts of the marketing strategy framework 
• [08:30] How marketing’s short-termism problem shows up in research
• [10:00] Why we need more research on marketing theory 

 



To learn more, visit marketingarchitects.com/podcast 


Resources: 
Morgan, N.A., Whitler, K.A., Feng, H. et al. Research in marketing strategy. J. of the Acad. Mark. Sci. 47, 4–29 (2019). https://doi.org/10.1007/s11747-018-0598-1 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

The old 80/20 rule is simply wrong. The top 20% of buyers actually account for only 50% of sales. So is brand loyalty still the secret to efficient growth or is the smart move to pursue new customers?

In this episode, Elena, Angela, and Rob discuss the ongoing debate about whether it’s better to focus on building brand loyalty or driving new customer acquisition. The team reviews studies highlighting the importance of emotional connection and positive brand experiences in fostering both customer loyalty and acquisition, leading them to ask whether the two strategies really stand in opposition or could, just maybe, work together.

Topics covered:

• [01:00] What’s the fuss around brand loyalty all about?
• [03:30] How quality and brand experience affect loyalty
• [06:00] Debating acquisition vs retention for growth
• [10:00] The history of ‘double jeopardy’
• [18:00] How effective are loyalty programs, really?
• [21:30] How loyalty programs can be a source for first-party data 

 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2023 Kantar Article: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-is-it-still-ok-to-talk-about-brand-loyalty
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Programmatic advertising is bigger than ever. AI’s transforming media buying. Ad fraud continues to grow. And now, MFA (made for advertising) sites have emerged as top contenders for ad dollars. Clearly, there are a few reasons to be concerned about media quality.

In today's episode, Elena, Angela, and Rob are addressing the impact of AI on digital advertising, the rise of made-for-advertising (MFA) inventory, the costs and benefits of offline vs online media, and how much brand safety really matters.

Topics covered:   

• [01:00] Global ad spend will double its growth this year, thanks to AI
• [02:30] What are MFA sites?
• [04:00] Balancing cost and quality in media buys
• [08:00] Why low-quality inventory isn’t cost-effective
• [10:30] How offline channels differ from digital
• [14:30] How to judge media quality
• [15:30] AI’s impact on digital advertising 

 


To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2023 ANA Report: https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study
2024 WARC Article: https://www.warc.com/newsandopinion/opinion/why-media-quality-will-take-centre-stage-in-2024/en-gb/6531
 

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Kim Kardashian and Skims. Snoop Dogg’s 'smokeless’ stunt for Solo Brands. And of course, celebrity-packed Super Bowl commercials. What’s the true power of star power in advertising?

This week, Elena, Angela, and Rob are discussing the benefits (and risks) of using a celebrity to promote your brand. Because while celebrities can drive strong attention to your ad, they typically come with high price tags, can feel inauthentic if they aren’t clearly connected to your brand, and can even draw attention away from your product or service through the ‘vampire effect.’ The team talks through when a celebrity might not be the right choice and how to find the right partner when you are pursuing a celebrity endorser.

Topics covered:

• [01:30] The types of celebrity endorsements
• [02:30] The history of celebrities in advertising
• [05:30] How celebrities drive greater attention in ads
• [08:00] The pros and cons of partnering with a celebrity
• [11:30] Using characters vs celebrities
• [13:00] How to choose the right celebrity for your brand
• [17:30] Marketing Architects’ celebrity fantasy draft

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 Knowledge at Wharton Article: https://knowledge.wharton.upenn.edu/article/the-marketing-psychology-behind-celebrity-endorsements/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss how dynamic content in video ads captures and holds attention, emphasizing that movement and change are crucial for making ads more engaging and memorable.

Topics covered:   

• [00:45] “Influence of Dynamic Content on Visual Attention During Video Advertisements”
• [01:45] Elements that capture attention
• [03:55] Traditional methods vs Dynamic Attention Theory
• [05:10] Is attention influenced by our environment?
• [06:45] The benefits of eye tracking studies
• [11:25] What type of fireworks grab your attention? 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. *European Journal of Marketing*. https://doi.org/10.1108/EJM-07-2022-0309-0566 
 
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

As a marketer, going all-in on digital can seem like a safe choice. After all, 72% of marketers say digital campaigns are easier to measure than traditional channels. But is digital alone actually what’s most effective?

This week, Elena, Angela, and Rob are joined by SVP Partnerships Jordan Mauer to discuss the ideal balance for online and offline channels. Jordan’s marketing experience includes work for companies like US Bank, Visa, NASCAR, and Shutterfly. And he has strong feelings about the importance of offline channels, including TV advertising, for growing a business.

Topics covered:

• [01:30] Digital vs offline channels for brand-building
• [06:30] Why marketers’ bias is usually toward digital
• [07:30] The limitations of online advertising
• [09:45] The biggest barriers to testing offline channels
• [14:00] How to test offline on a budget
• [16:00] Introducing Misfits & Machines!

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/digital-offline-marketer-brand-building/
2020 Marketing AX Borders Article: https://marketingacrossborders.blog/2020/06/13/why-online-media-is-overrated-as-a-brand-building-channel/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

It’s hard enough to agree on definitions for “reach” and “frequency.” Consensus on the ideal balance between the two is just about impossible.

The internet is undeniably divided over this topic, but Elena, Angela, and Rob are joined this week by VP of Analytics Matt Hultgren to finally settle the debate. Which drives better business results—broadening your audience reach or increasing the number of times your target sees your ad? Does this change across marketing channels? Or even industry and type of business? As with many marketing topics, the answers aren’t entirely straightforward.

Topics covered:

• [01:00] Defining reach and frequency
• [03:30] Why your first impression is the most valuable
• [06:00] Why is reach vs frequency so hotly debated?
• [09:30] Frequency on linear vs streaming TV
• [13:00] How creative quality affects frequency
• [15:30] How do you plan a campaign optimized for both reach and frequency?

To learn more, visit marketingarchitects.com/podcast.


Resources:
2010 Ehrenberg-Bass Article: https://marketingscience.info/frequency-and-frequency-something-to-watch-out-for/
B2B Institute Article: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/reach-maximalism


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The US might be behind in marketing effectiveness—at least according to Mark Ritson. But why? What does the state of marketing effectiveness and research really look like?

This week, Elena, Angela, and Rob are joined by Dr. Mitch Olsen, marketing professor and director of undergraduate studies at the University of Notre Dame, to answer that very question. With rich experience in both the corporate and academic worlds of marketing, Mitch shares his thoughts on the state of marketing effectiveness in the US, the process behind publishing marketing research, and how the next generation of marketers are being taught to prioritize business outcomes in their work.

Topics covered:

• [02:00] Mark Ritson’s take on effectiveness in the US
• [03:30] Mitch’s experience marketing at P&G and transition to academia
• [11:30] The process of publishing marketing research
• [16:30] Is the US actually behind on effectiveness?
• [23:30] What marketing education looks like today
• [26:00] How is TV advertising discussed in the classroom?

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/effectiveness-ignorance-american-marketing/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback.

This week, Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland and Director of Analytics Jordan Rossler to talk about all things MMM. They’re digging into the pros and cons of the model, how new tools have made MMM more accessible than ever, and the importance of tying marketing investments back to business results.

Topics covered:

• [02:00] Why Facebook, Google and Amazon are adopting MMM
• [04:30] What is media mix modeling (MMM)?
• [05:30] Why marketers aren’t satisfied with last-click attribution
• [10:00] How MMM provides a holistic view of performance
• [13:00] Meta’s Robyn vs Google’s Lightweight
• [16:30] Why MMM struggles to measure brand impacts
• [21:30] How AI will change MMM

To learn more, visit marketingarchitects.com/podcast.


Resources:
2023 Adexchanger Article: https://www.adexchanger.com/measurement/why-facebook-google-and-amazon-are-embracing-media-mix-modeling/


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.