The Marketing Architects

Broadcast TV accounts for 94% of all attention-weighted video advertising. While a YouTube ad garners just 4.5 seconds of attention on average and a Facebook ad only one second, a TV commercial commands a full 15 seconds of active viewer attention.Elena, Angela, and Rob reveal four secrets to TV advertising success that most marketers don't know. They explore why TV remains the most effective marketing channel, discuss how audio drives TV commercial performance, and explain why traditional media buying methods are becoming obsolete. Plus, learn why looking beyond immediate results is crucial for measuring TV's true impact on business growth.Topics covered: [01:00] TV delivers 2.6x more market share growth than campaigns without it[03:00] Why 74% of households watch both linear and streaming TV[06:00] The surprising power of audio in TV commercials[14:00] How AI-driven media buying provides 2-3x more reach[19:00] Why TV's most important results aren't immediate[20:00] The ideal split between performance and brand marketing[22:00] Tips for measuring TV campaign effectiveness  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 TV's Future is Much More Than Connected Report: https://www.marketingarchitects.com/blog/tvs-future-is-much-more-than-connected 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 a large-scale eBay experiment that challenges common assumptions about paid search advertising effectiveness. They discover that brand-keyword ads often reach customers who would have found the site anyway, and even non-branded keywords generate negative ROI.Topics covered:[01:00] "Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment"[02:35] Why marketers avoid clicking paid search ads[03:45] eBay's massive experiment design[06:00] The surprising impact on frequent buyers[07:10] Shocking ROI results[08:30] What this means for established brands  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Blake, T., Nosko, C., & Tadelis, S. (2014). Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment. Econometrica.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Last year, marketers were hopeful that the U.S. would embrace marketing effectiveness. Instead, economic uncertainty drove a focus on short-term gains. What does 2025 have in store? And which 2024 predictions actually came true?In this episode, Elena, Angela, and Rob review their 2024 marketing predictions before sharing the shifts they believe will shape marketing in 2025. From the growing importance of zero-click content to a complete reimagining of targeting strategy, hear how major changes in technology and consumer behavior will force marketers to adapt. Plus, learn why 2025 might be a particularly turbulent year for agencies. (But in a good way).Topics covered: [01:00] Grading 2024's marketing effectiveness predictions[04:00] How TV and offline channels performed in 2024[07:00] The current state of AI in marketing[12:00] Why zero-click content will dominate 2025[16:00] Agencies face an identity crisis[19:00] The case for rethinking targeting strategy[24:00] Personal predictions for 2025 To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Kantar’s Marketing Trends 2025: https://www.kantar.com/campaigns/marketing-trends2024 Predictions: Cheers to 2024 Marketing Trends: https://www.marketingarchitects.com/Podcast/TheMarketingArchitects/Episode38  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 attention metrics correlate with profitability across different media channels, diving into new research that reveals surprising insights about the relationship between consumer attention and campaign success.Topics covered:   [01:00] "Maximizing Profit Through Attention"[02:00] TV's dominance in attention metrics[05:15] Cinema vs. TV vs. digital attention rates[07:00] Cost per 1000 attentive seconds[08:30] Moving beyond reach and frequency[09:45] The balance of attention and persuasion  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Rooney, R., & Basset, D. (2024). Maximising profit through attention. Ebiquity & Lumen.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.