The Marketing Architects

The most efficient frequency for TV advertising is just one impression. As controversial as that sounds, the data is clear. You need at least 2X more conversion likelihood from a second viewing to justify its cost. This week, Elena, Angela, and Rob are joined by Jordan Rossler, VP of Media Analytics, to explore why cost is the principal determinant of TV's ROI. They examine the controversial "Everything Works at Zero" principle, where any effective media becomes dramatically more efficient when you lower its cost. The team breaks down why CPM is king and how to evaluate if cheap media is still high quality. Topics covered:  * [01:00] The "Everything Works at Zero" principle explained * [05:45] How TV pricing differs between linear and streaming * [12:00] Why frequency of one is the most efficient level for TV * [14:00] Creating ads that stand alone regardless of frequency * [16:30] The hidden costs of targeting in TV advertising * [19:00] Using ACR data to prove cost-efficient buys outperform premium ones * [23:45] Debunking myths about targeting effectiveness  To learn more, visit marketingarchitects.com/podcast [https://www.marketingarchitects.com/Podcast] or subscribe to our newsletter at marketingarchitects.com/newsletter [https://www.marketingarchitects.com/Newsletter].    Resources:   Reach, Revenue & ROI: The 3 Principles for Effective Advertising Report: https://www.marketingarchitects.com/blog/report-three-principles-for-effective-tv-advertising [https://www.marketingarchitects.com/blog/report-three-principles-for-effective-tv-advertising]   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 platform design influences marketing outcomes, revealing that each digital ecosystem creates unique challenges and opportunities that impact advertising effectiveness. Topics covered:  * [01:00] "Platform Research in Marketing" * [04:00] How network effects shape platform economics * [05:10] The interaction between organic and paid content * [06:45] The impact of reviews and platform manipulation * [07:15] Self-preferencing and the ethics of content labeling * [09:30] Platform-specific insights for marketers    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Sen, A., Lambrecht, A., & Newby, J. (2025). Platform Research in Marketing. Carnegie Mellon University and London Business School.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Think of brand as a turbocharger for your paid ads. It warms people up before they meet your call to action or come into market. But when is the right time to start investing in brand building over pure performance marketing, especially as a digital-first company? This week, Elena, Angela, and Rob explore when performance marketing reaches diminishing returns and why it's so difficult for marketers to shift budget toward brand. Plus, they share real client examples of how brand investment transformed businesses, including Old Spice's reinvention that increased sales 125% in just three months, and outline metrics beyond traditional brand studies that prove brand's impact on your business. Topics covered:  * [01:00] Research on brand equity's impact on ecommerce * [03:30] Signs your performance marketing is reaching diminishing returns * [09:00] How brand acts as a turbocharger for paid advertising * [15:00] Client success stories from brand investment * [20:00] Old Spice's brand reinvention that increased sales 125% * [28:00] Better ways to measure brand impact beyond brand studies    To learn more, visit marketingarchitects.com/podcast [https://www.marketingarchitects.com/podcast] or subscribe to our newsletter at marketingarchitects.com/newsletter [https://www.marketingarchitects.com/newsletter].    Resources:   Mokha, Anupreet. (2021). Brand Equity, Brand Satisfaction, and Brand Loyalty: A Study of Select E-Commerce Industry. International Journal of Online Marketing. 11. 34-50. 10.4018/IJOM.2021070103.    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 Bayesian modeling offers a more nuanced approach to marketing attribution than traditional methods. They discuss why many marketers still rely on oversimplified attribution models despite their limitations. Topics covered:    * [01:00] "Bayesian Modeling of Marketing Attribution" * [03:00] Problems with traditional attribution models * [04:50] Why simple models persist despite their flaws * [06:00] Key components of Bayesian attribution * [08:00] Rapid decay of ad effects and negative interaction effects * [09:45] How this approach can offer deeper marketing insights    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Sinha, R., Arbour, D., & Puli, A. (2022). Bayesian Modeling of Marketing Attribution.  Available at arXiv:2205.15965 [https://arxiv.org/abs/2205.15965]      Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

94% of advertisers are concerned about how tariffs might impact their budgets according to an IAB survey. Of those planning cuts, 60% expect a 6-10% decrease in ad spend, while 22% anticipate cuts of 11-20%. This week, Elena, Angela, and Rob explore what the research says about marketing during economic downturns. They discuss how brands that maintain or increase spending during tough times consistently gain market share, why creative thinking matters more than ever, and the smartest ways to adjust your strategy if budget cuts are unavoidable. Topics covered:  * [01:00] Current economic landscape and marketer uncertainty * [05:00] Predicted impact of tariffs on US media ad spending * [07:00] Research showing companies that increased ad spend by 50% during recession saw 1.5% market share growth * [09:00] Creative marketing examples from economic downturns * [13:00] Ways to reduce marketing spend without damaging your brand * [17:30] Where to double down if you have available budget * [21:00] Finding personal comfort rituals during uncertain times    To learn more, visit marketingarchitects.com/podcast [https://www.marketingarchitects.com/podcast] or subscribe to our newsletter at marketingarchitects.com/newsletter [https://www.marketingarchitects.com/newsletter].    Resources:   Tellis, Gerard & Tellis, Kethan. (2009). A Critical Review and Synthesis of Research on Advertising in a Recession. Journal of Advertising Research. 49. 10.2501/S0021849909090400. https://www.researchgate.net/publication/228272297_A_Critical_Review_and_Synthesis_of_Research_on_Advertising_in_a_Recession [https://www.researchgate.net/publication/228272297_A_Critical_Review_and_Synthesis_of_Research_on_Advertising_in_a_Recession]     Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.