The Marketing Architects Marketing Architects

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-advertisinghttps://assets.ctfassets.net/ptzdhtf6t0jg/1QnN6BTbV16BXEPQojyQEc/57b12e6b4a65150f3fac6bd8c2b7a3df/The_new_business_case_for_advertising_event_slides.pdfhttps://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 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.