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 

 





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Resources: 
2024 TV's Future is Much More Than Connected Report: https://www.marketingarchitects.com/blog/tvs-future-is-much-more-than-connected
 

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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.  


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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-trends
2024 Predictions: Cheers to 2024 Marketing Trends: https://www.marketingarchitects.com/Podcast/TheMarketingArchitects/Episode38 
 

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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. 
 

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Marketing effectiveness topped the charts this year. The most popular marketing articles and podcasts of 2024 centered on marketing fundamentals, effectiveness studies, and evidence-based strategies.

Elena, Angela, and Rob analyze which brands demonstrated marketing effectiveness principles in 2024 and saw results. From Uber Eats' consistent TV strategy to Elf Beauty's physical availability dominance, learn what separated winning brands from the rest. Plus, discover why one luxury automotive brand's dramatic repositioning might be the year's biggest marketing misstep. Yep, we’re talking about Jaguar.

Topics covered: 

• [02:00] US progress in marketing effectiveness
• [06:00] How Uber Eats gained market share through TV
• [10:00] Elf Beauty's path to billion-dollar success
• [14:00] Liquid Death's earned media strategy
• [18:00] Why physical availability still matters
• [29:00] The risks of abandoning brand heritage
• [36:00] Most memorable ads of 2024 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Bud Light learned the hard way that brand assets matter. Their competitor Modelo grew from $4.8B to $6.1B in revenue while Bud Light fell to $3.6B, proving how quickly the market can shift when brands make controversial moves. And that’s just one example from a year filled with marketing lessons.

This week, Elena joins Conor Byrne, host of That's What I Call Marketing, and Marc Binkley and Vassilis Douros from The Sleeping Barber as they break down this year's biggest marketing successes and stumbles. They analyze what made some campaigns soar while others failed, explore how AI is revolutionizing creative testing, and debate whether broad targeting really delivers better results than precision campaigns.

Topics covered:  

• [03:00] Budweiser's Clydesdales comeback and what it means for brand assets 
• [10:00] How ELF Beauty's employee ownership model drives marketing success 
• [13:00] The targeting debate: when broad reach fails 
• [21:00] Why some brand purpose campaigns backfire 
• [37:00] The rise of AI in creative production 
• [42:00] Are Byron Sharp's theories wrong? 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
The Sleeping Barber Podcast: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

That’s What I Call Marketing Podcast: https://podcasts.apple.com/ca/podcast/thats-what-i-call-marketing/id1615415427

Marc Binkley’s LinkedIn: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros’ LinkedIn: https://www.linkedin.com/in/vassilisdouros/

Conor Byrne’s LinkedIn: https://www.linkedin.com/in/conorbyrne/
 


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 research showing how consumer behavior has evolved, examining whether value-driven choices truly impact purchasing decisions.

Topics covered: 

• [01:00] "Evolution and Trends in Consumer Behavior"
• [02:35] Eight major themes in consumer research
• [03:15] The rise of consumer neuroscience
• [04:00] How sustainable consumption drives research
• [05:30] Values versus price sensitivity
• [07:15] Reality of consumer purchasing decisions 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
 

Resources: 
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118 
 

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AI won't replace humans. But it will dramatically change how we work. And brands that don't commit to AI will eventually find themselves struggling to keep up with savvy competitors, according to tech expert Shelly Palmer. So what’s really at stake here?

In this episode, Elena, Angela, and Rob are joined by Shelly Palmer, CEO of The Palmer Group and professor at Syracuse University's SI Newhouse School, to discuss AI's impact on marketing. Shelly offers an unflinching look at why marketers are hesitant to adopt AI, how the technology will transform creative work, and what the ongoing battle over AI and copyright means for the industry's future. 

Topics covered: 

• [02:30] How technology and music launched Shelly’s career
• [12:00] Why AI is transforming business productivity
• [17:00] The difference between human creativity and AI execution
• [21:00] Sam Altman's prediction about agencies
• [27:00] The ongoing battle over AI and copyright
• [32:00] Creative ways to experiment with AI tools 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
2024 AdAge Article: https://adage.com/article/special-report-ana-annual-meeting/ana-2024-cmos-agencies-consultants-clash-over-ai/2588996
“Think About This” Newsletter: https://shellypalmer.com/subscribe/
Shelly Palmer’s LinkedIn: https://www.linkedin.com/in/shellypalmer/
The Palmer Group: https://shellypalmer.com/
 

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 gender stereotypes in advertising affect viewers of both genders, discovering that these portrayals can create negative cross-gender effects that impact brand perception.

Topics covered:   

• [01:00] "Gender Stereotypes in Advertising Have Negative Cross Gender Effects"
• [02:00] Male reactions to gender stereotypes in ads
• [04:35] How stereotypes affect the opposite gender
• [06:10] The influence of presumed influence
• [07:25] Role-based vs. physical stereotypes
• [09:15] Sex appeal vs. stereotypes in advertising 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
 

Resources: 
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125 
 

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In healthcare marketing, product and marketing are inseparable. But in many industries, marketers have become disconnected from the products they promote. What does this mean for marketing effectiveness?

Exact Sciences CMO Jaime LaMontagne joins Elena and Angela to explore how staying connected to product drives better marketing outcomes. Drawing from her extensive healthcare marketing experience, Jaime shares advice on balancing multiple stakeholders, strict regulations, and evolving patient expectations.

Topics covered: 

• [01:00] Why healthcare marketers must understand their products deeply
• [06:00] Using claims matrices to communicate with different stakeholders
• [14:00] Balancing creative marketing with healthcare regulations
• [18:00] How patient empowerment is changing healthcare marketing
• [23:00] The importance of both brand building and demand capture
• [30:00] Why marketers should "call their baby ugly" 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 MarketingWeek Article: https://www.marketingweek.com/ritson-liquid-death-product/
Jaime LaMontagne’s LinkedIn: https://www.linkedin.com/in/jaime-lamontagne-marketing100/
Exact Sciences: https://www.exactsciences.com/
 

Get more research-backed marketing strategies by ubscribing 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 sunlight influences consumer spending habits, revealing that brighter days lead to bigger sales across all product categories.

Topics covered:   

• [01:05] "The Effect of Weather on Consumer Spending"
• [02:45] How mood impacts purchasing decisions
• [04:10] Six years of retail data analysis
• [05:30] Artificial sunlight experiments
• [08:20] Weather-based marketing opportunities 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
 

Resources: 
Murray, Kyle B., Fabrizio Di Muro, Adam Finn, and Peter Popkowski Leszczyc. "The Effect of Weather on Consumer Spending." Journal of Retailing and Consumer Services, vol. 17, no. 6, July 2010, pp. 512-520. Elsevier, doi:10.1016/j.jretconser.2010.08.006. 


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36% of US brands and agencies cite frequency management as a top concern this year. And 81% of consumers unsubscribe when brands send too many messages. So when should you worry about showing your ads too many times?

Elena, Angela, and Rob explore what truly causes ad fatigue, why it's different from creative wear-out, and how to prevent both. Plus, hear surprising research on why positive ads wear out faster than negative ones and why video ads tend to cause less fatigue than static ads. 

Topics covered: 

• [01:00] Key stats on marketing fatigue across channels
• [03:00] The role of negative vs positive emotions in ad wear-out
• [06:00] What makes CTV a major offender for overly high frequency
• [09:00] The difference between creative wear-out and ad fatigue
• [14:00] Why the "first frequency" drives the most response
• [19:00] Favorite and most annoying ad jingles of all time 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 eMarketer Article: https://www.emarketer.com/content/5-key-stats-marketing-fatigue-ctv-email
 

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On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.

In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX. 

Topics covered:  

• [01:00] Why millennials job-hop—and what keeps talent long-term 
• [05:00] Creating shared goals between marketing and sales 
• [10:00] Using a flywheel approach to define team roles
• [15:00] Building B2B brands within a consumer company
• [20:00] Why modern B2B buyers want self-guided research 
• [24:00] The marketing experiment that led to angry faxes 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/ 
Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/
CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png 

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 why customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect.

Topics covered:   

• [01:00] "The IKEA Effect: When Labor Leads to Love"
• [02:00] How DIY assembly affects willingness to pay
• [03:15] The universal appeal across DIY skill levels
• [04:00] When the IKEA effect backfires
• [06:45] Applications beyond physical products
• [07:30] AI collaboration and user engagement 

 




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Resources: 
Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011. 
 

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For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation.

This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth.

Topics covered: 

• [01:00] Should brand and performance remain separate?
• [08:00] Transitioning from referral-only to mass marketing
• [14:00] How TV improves paid search efficiency
• [20:00] The strategy behind the Celtics partnership
• [24:00] Moving beyond cost-per-policy metrics
• [31:00] Why long-form advertising still matters 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 


Resource:  
2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/

Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/
 

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 brands have lost their cultural authority and face growing consumer resistance. They discuss why authenticity matters more than ever and what it means for marketing strategy.

Topics covered:   

• [01:00] "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding"
• [02:00] How brand influence has shifted from top-down to consumer-driven
• [04:00] Cultural engineering and its downfall
• [05:00] The rise of postmodern consumer culture
• [08:00] Strategies for authentic brand engagement
• [09:30] Moving beyond calculated authenticity 

 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Holt, Douglas B. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding." Journal of Consumer Research, vol. 29, no. 1, June 2002, pp. 70-90. Oxford University Press. Available on JSTOR, https://www.jstor.org/stable/10.1086/339922.  
 

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86% of Grammarly's marketing team reports that AI prompt generation tools have positively impacted their productivity. But how should marketers balance AI efficiency with maintaining brand voice and authenticity?

This week, Elena and Angela are joined by Lena Waters, CMO at Grammarly, to discuss how AI is transforming marketing. Together, they explore the evolution of AI tools in marketing, why brand building matters more than ever in the age of AI, and how marketers can effectively measure success across both brand and performance initiatives. Plus, learn why Grammarly's recent TV campaign resonated surprisingly well with the C-suite.

Topics covered: 

• [01:00] How Grammarly approaches AI as both user and creator
• [09:00] Maintaining brand voice while using AI tools
• [12:00] Balancing B2B and B2C marketing strategies
• [19:00] Why TV advertising resonates with the C-suite
• [24:00] The danger of over-focusing on bottom-funnel metrics
• [27:00] Lessons from pivoting during COVID-19
• [31:00] Making AI personal while maintaining trust 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
2024 MarketingWeek Article: https://www.marketingweek.com/generative-ai-isnt-marketings-future-its-already-part-of-its-present/
 

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 difference between brand loyalty and repeat purchasing. They discuss how brands can misinterpret habitual buying as true loyalty.

Topics covered:   

• [01:00] "Brand Loyalty Versus Repeat Purchasing Behavior"
• [02:00] Examples of brand loyalty vs. habitual purchasing
• [04:00] Distinction between repeat purchasing and brand loyalty
• [05:10] Brands with the most loyal customers
• [07:00] Surprising entries on the brand loyalty list
• [09:00] Importance of mental and physical availability 

 





To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter.
 

Resources: 
Jacoby, J., & Chestnut, R. W. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. *Journal of Marketing Research*, 10(1), 1-9. https://doi.org/10.2307/3149402 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Brands are spending 3X too much on social media according to new analysis of data from 140 advertisers. The research suggests social spend should drop from 13% to just 4% of media budgets, with the difference reallocated to more effective channels like TV.

This week, EssenceMediacom UK's Chief Strategy Officer Richard Kirk joins Elena, Angela, and Rob to explore research on media effectiveness. They discuss why marketers overvalue digital channels, the resurgence of TV advertising, and how streaming platforms' shift to ad-supported models is changing the media landscape. Plus, hear about the UK's robust marketing effectiveness culture and what US marketers can learn from it.

Topics covered: 

• [01:00] New analysis reveals major media mix imbalances
• [06:00] Why 60% of advertising impact comes after three months
• [09:00] How the Media Mix Navigator tool optimizes spend
• [13:00] UK's marketing effectiveness culture and research
• [17:00] Streaming platforms' return to ad-supported models
• [21:00] The resurgence of TV-style advertising formats 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 Media Leader Article: https://uk.themedialeader.com/brands-could-be-spending-three-times-too-much-on-social-you-read-that-right/

Profitability 2 Report: https://www.thinkbox.tv/research/thinkbox-research/profit-ability-2-the-new-business-case-for-advertising

Media Mix Navigator: https://www.thinkbox.tv/training-and-tools/media-mix-navigator/media-mix-navigator

Richard Kirk’s LinkedIn: https://www.linkedin.com/in/richkirkmedia/
 

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 Halloween special, Elena and Rob explore the impact of fear-based messaging in advertising and public health campaigns. They discuss when fear appeals are most effective and how to strike the right balance.

Topics covered:   

• [01:00] "Appealing to Fear: A Meta-Analysis of Fear Appeal Effectiveness and Theories"
• [02:35] Real-world examples of fear-based advertising
• [05:10] Short-term activation vs. long-term branding with fear appeals
• [08:40] The importance of efficacy statements in fear-based messages
• [09:50] Linear vs. curvilinear models of fear appeal effectiveness
• [10:30] How audience characteristics impact fear appeal success 

 





To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter.
 

Resources: 
Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracin, D. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. *Psychological Bulletin*, 141(6), 1178–1204. https://doi.org/10.1037/a0039729  
 

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