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 reveal the true value of media platforms. They discover that not all impressions deliver equal attention and learn why excess share of voice works best when paired with high-attention media placement.Topics covered: [01:00] "Attention and Effectiveness to ESOV and Beyond, Part Two"[02:00] Not all media impressions are created equal[04:00] How attention varies by platform and pricing gaps[05:00] Active vs. passive attention and the 2.5-second rule[07:00] Attention elasticity amplifies creative performance[08:00] ESOV still works, but placement matters To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Brittain, R., & Field, P. (2023). Attention and Effectiveness: To ESOV and Beyond Part II. Advertising Council Australia. https://advertisingcouncil.org.au Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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12:32
Marketing Effectiveness on a Budget
Research shows brands that over-invest in short-term performance marketing alone can cut their ROI by 20-50%. But when they shift to a balanced strategy with 40-60% brand building, ROI jumps by an average of 90%.In this episode, Elena, Angela, and Rob tackle how marketers can implement effectiveness principles without massive budgets. They explore how Dollar Shave Club drove 12,000 subscriptions with a $4,500 video, discuss the ideal channel mix for limited funds, and share practical tools making creativity more accessible than ever. Plus, discover which marketing tactics to protect when budgets get tight.Topics covered: [01:00] Brand and performance balance research[02:30] Dollar Shave Club's $4,500 success[05:20] Optimizing a $1 million media budget[09:00] AI tools for creative production[15:45] Convincing CFOs to invest in brand[29:00] Marketing budget showdown game To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 The Australian Article: https://www.theaustralian.com.au/business/growth-agenda/brand-and-performance-ads-create-multiplier-effect-for-business-growth/news-story/4cd2d4896b58020979384f2b57a74122 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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33:10
Nerd Alert: Do Consumers Actually Want Privacy, or Just Better Ads?
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 paradox between consumers' stated privacy concerns and their willingness to share data for small incentives, revealing how privacy regulations affect the entire advertising ecosystem.Topics covered: [01:00] "Privacy and Consumer Empowerment in Online Advertising"[02:00] GDPR's impact on ad platforms and consumer behavior[04:00] How data sharing affects product pricing[05:00] The privacy paradox explained[07:00] New privacy-friendly ad models[10:00] Balancing personalization with cultural imprinting To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Choi, W. J., & Jerath, K. (2021). Privacy and Consumer Empowerment in Online Advertising. Forthcoming in Foundations and Trends in Marketing. Available at SSRN: https://ssrn.com/abstract=4017940 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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15:19
Everything Works at Zero with Jordan Rossler
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 or subscribe to our newsletter at 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 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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29:14
Nerd Alert: How Marketing Varies by Digital Platform
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.
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.
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