The Marketing Architects

Marketing Architects
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  • CADA SEMANA

Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

  1. HACE 12 H

    When is Premium Media Worth the Price?

    Marketers love the idea that premium media makes brands premium. But the research is surprisingly mixed. High involvement content can change how ads land, sometimes helping attitudes, sometimes hurting recall. This week, Elena, Angela, and Rob tackle the debate between premium media and efficient reach. They review mixed research on media context effects, break down the extreme cost differences between premium and standard TV placements, and share when high-profile media genuinely outperforms. Discover why sacrificing reach for prestige might hurt more than help. Topics covered:  [02:00] Super Bowl advertising performance data[04:00] The history of premium media and costly signaling[09:00] Cost differences between premium and standard TV placements[14:00] When premium media actually performs better[18:00] Creative requirements for premium placements[26:00] Playing "Worth the Premium" game with real scenarios  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Norris, Claire E.; Colman, Andrew M.; Aleixo, Paulo A. (2003). Selective Exposure to Television Programmes and Advertising Effectiveness. University of Leicester. Journal contribution. https://hdl.handle.net/2381/3983   Hartmann, W. R., & Klapper, D. (2016). Super Bowl Ads (Working Paper No. 2139). Stanford Graduate School of Business. https://web.stanford.edu/~wesleyr/SuperBowl.pdf    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    34 min
  2. Nerd Alert: Targeting Without Tracking

    HACE 5 DÍAS

    Nerd Alert: Targeting Without Tracking

    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 privacy first advertising changes digital marketing. They reveal that when individual tracking disappears, platforms must rely on user groups instead. This shifts advertising toward probabilistic targeting, like how TV has always worked.  Topics covered:  [01:00] "Reach, Measurement, Optimization and Frequency Capping and Targeted Online Advertising Under K Anonymity"[01:45] Privacy forces less tracking, more thinking[02:50] How K Anonymity groups users by shared traits[04:35] Simulating the trade-off between privacy and performance[06:00] Privacy pushes reach-first thinking    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Gao, Y., & Qiao, M. (2025). Reach measurement, optimization and frequency capping in targeted online advertising under k-anonymity. arXiv preprint arXiv:2501.04882.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    8 min

  3. 17 FEB

    Distinctive or Distracting? A Super Bowl Ad Effectiveness Review

    A single 30-second Super Bowl spot now costs $8 million. Factor in production, celebrities, and amplification, and total campaign costs land between $15 and $50 million. So, are the ads actually worth it? Elena, Angela, and Rob break down this year's Super Bowl commercials through a marketing effectiveness lens. They discuss which brands nailed distinctive assets versus those that let celebrity overshadow strategy, why consistency beats spectacle, and what separates memorable ads from forgettable ones.  Topics covered:  [02:00] Classic TV commercial effectiveness errors in Super Bowl ads[06:00] Which brands executed distinctive brand assets well[11:00] The Pepsi polar bear debate and brand linkage[20:00] Patterns across effective ads: product as hero and consistency[28:00] Quiet winners that did real work for brands[32:00] Key takeaways for brands not advertising in the Super Bowl  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  2026 Adwave Article: https://adwave.com/resources/super-bowl-commercial-cost 2026 Billboard Article: https://www.billboard.com/lists/super-bowl-2026-time-performers-commercials-everything-to-know/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    38 min
  4. Nerd Alert: The Science of Ads that Stick

    12 FEB

    Nerd Alert: The Science of Ads that Stick

    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 makes ads memorable over time, not just minutes after viewing. They reveal how emotion, brand relevance, and AI are reshaping how marketers should think about ad recall and creative testing.  Topics covered:  [01:00] "Long-Term Ad Memorability: Understanding and Generating Memorable Ads"[02:00] Why short-term recall is a poor proxy for advertising effectiveness[04:00] Emotion as the strongest driver of long-term memory[05:00] How brand relevance affects ad memorability[06:00] AI model Henry predicts and generates more memorable ads[07:00] Practical takeaways for marketers on creative testing   To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Khosla, A., Ranjan, A., Torralba, A., Oliva, A., & colleagues. (2024). Long-term ad memorability: Understanding and generating memorable ads. Adobe Research and collaborating universities.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    10 min
  5. Streaming TV and the Effectiveness of Modern TV with Nikki Erkkila

    10 FEB

    Streaming TV and the Effectiveness of Modern TV with Nikki Erkkila

    Streaming now accounts for 47% of all TV viewing. Five of the top 10 most-streamed days ever happened in November 2025 alone. But TV isn't disappearing. It's just fragmented.  This week, Elena, Angela, and Rob are joined by VP of Media Partnerships Nikki Erkkila to discuss the state of modern TV advertising. Together, they break down the biggest misconceptions about streaming versus linear TV, why hyper-targeting can actually limit growth, and how marketers should approach buying Connected TV without losing the power of broad reach.  Topics covered:  [04:00] How fragmented is the TV landscape really?[10:00] Why CTV feels familiar to digital marketers[16:00] The biggest mistake marketers make with CTV[21:00] Should you buy linear or streaming? (Hint: It's not either/or)[23:00] When is targeting worth the cost?[29:00] How creative strategies can differ in streaming versus linear  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  2025 Nielson Report: https://www.nielsen.com/news-center/2025/nielsens-the-gauge-broadcast-and-streaming-power-historic-month/ 2026 Awful Announcing Article: https://awfulannouncing.com/streaming/strange-state-sports-fast-tv-tubi.html   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    40 min
  6. Nerd Alert: How Mood Changes the Market

    5 FEB

    Nerd Alert: How Mood Changes the Market

    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 emotions, even ones unrelated to purchasing decisions, shape what people are willing to spend. They reveal that disgust suppresses value across the board, while sadness increases openness to new products by motivating a desire for change.  Topics covered:    [01:00] "Heart Strings and Purse Strings: Carryover Effects of Emotions on Economic Decisions"[02:00] How disgust, sadness, and neutrality shift buying behavior[03:00] The endowment effect and emotional influence[05:00] Why specificity matters more than positive or negative[06:00] Disgust in advertising: effective or repellent?[08:00] Can annoyance drive brand recall?    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Lerner, J. S., Small, D. A., & Loewenstein, G. (2004). Heart strings and purse strings: Carryover effects of emotions on economic decisions. Psychological Science, 15(5), 337–341.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    9 min

  7. 3 FEB

    The Fragmented Media Challenge

    44% of marketers say media fragmentation is one of their biggest concerns. But is it really threatening effectiveness—or just exposing weak planning? This week, Elena, Angela, and Rob tackle the fragmentation debate head-on. They explore why reach hasn't disappeared, how creative consistency beats endless platform optimization, and why the smartest response to complexity is simplicity. Plus, hear why doubling down on what works might be better than chasing every new channel. Topics covered:  [01:00] Why 44% of marketers worry about media fragmentation[05:00] Mass reach moments and the obsession with live sports[09:00] Creative consistency across channels: IKEA as a model[12:00] Why narrowing targeting actually shrinks growth potential[15:00] Planning fundamentals that prevent fragmentation chaos[18:00] The importance of reinforcement over reinvention  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  WARC Article: https://www.warc.com/content/paywall/article/warc-talks/staying-effective-in-a-lots-of-little-media-market/en-GB/159439?   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    23 min
  8. Nerd Alert: The Power of Priming in Marketing

    29 ENE

    Nerd Alert: The Power of Priming in Marketing

    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 84% of purchases are decided before shoppers even start looking... and why that changes everything about how you should invest in marketing. Topics covered:  [01:00] "How Humans Decide: What Drives Consumer Choice and How Brands Should Respond"[02:00] The two stages of every purchase decision[04:00] Why 84% of purchases are already decided[06:00] Who's easy to influence (and who isn't)[07:00] The touchpoints that actually change behavior[08:00] Three moves to reach primed buyers    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  WPP Media & Oxford Saïd Business School, Marketing Faculty. (2025). How Humans Decide: What drives consumer choice, and how brands should respond. October 2025.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    11 min
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Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

Información

  • Creador
    Marketing Architects
  • Años de actividad
    2023 - 2026
  • Episodios
    249
  • Clasificación
    Explícito
  • Copyright
    © Marketing Architects
  • Mostrar sitio web
    The Marketing Architects

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