The Marketing Architects

Many brands treat Connected TV like another form of digital advertising. That's a mistake.

This week, we’re sharing a bonus episode with a special presentation from Shoptalk. Catherine Walstad, Chief Media Officer at Marketing Architects, breaks down the most common CTV myths and explains what smarter TV buying actually looks like. From frequency management to targeting accuracy to ad fraud, Catherine covers the traps brands fall into and the strategies that get results.

Topics covered: 
[01:00] Why CTV is not just another digital channel 
[03:00] How frequency becomes waste faster than you think 
[04:00] Why premium inventory doesn’t guarantee better performance 
[05:00] Ad fraud, poor supply, and wasted CTV impressions 
[06:00] The limitations of IP-based targeting 
[07:00] Why CTV measurement produces conflicting answers

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

Resources:
Watch: TV Like Digital and Other CTV Myths
Catherine’s LinkedIn

Marketers are being told to stop buying media on CPM. But is that actually good advice?

This week, Elena and Angela are joined by Chief Media Officer Catherine Walstad and Chief Analytics Officer Matt Hultgren to dig into one of advertising's most debated metrics. Together, they break down why CPM still matters, where the low-CPM-equals-bad-media logic breaks down, and what actually signals media quality.

Topics covered:
[01:30] Research on the true cost of dull media
[06:00] Why TV outperforms digital on cost per attentive second
[07:00] Should marketers stop buying on CPM?
[11:00] Where low CPM signals bad inventory, and where it doesn't
[16:00] How to identify high-quality media
[21:00] Why CPM is king at Marketing Architects
[25:00] How to design a test to challenge your CPM assumptions 

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

Resources: 
Think TV/Eat Big Fish/Amplified Report: https://thinktv.ca/research/the-eye-watering-cost-of-dull-media/

Elliot Wright Article: https://mediacat.uk/whats-holding-tv-back-culture-not-effectiveness/

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Nerd Alert: What 100 Studies Taught Us About 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 synthesize findings from 100 Nerd Alert episodes to surface the principles that consistently show up across the research and what they mean for how marketers should think about creative, reach, promotions and measurement. 

Topics covered: 
[00:55] “What 100 Studies Taught Us About Marketing”
[02:00] Marketing works through memory
[03:00] Why creative is a strategic multiplier, not a subjective choice
[04:30] Brand growth comes from reach, not loyalty
[05:30] Promotions create spikes, not growth
[06:00] Why measurement often misleads strategy 

 

To learn more, visit marketingarchitects.com/podcast
 

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

This week, we're resharing a top episode from the archive. Originally recorded a year ago, this episode on the 95/5 rule remains one of our most popular. Enjoy, and we'll be back with new content next week! 

This episode, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why it applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. 

Topics covered: 
[01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking 
[04:00] Why the rule makes sense for B2B but challenges B2C assumptions 
[07:00] How modern marketing overemphasizes tracking immediate conversions 
[09:00] Calculating the 95/5 rule for your specific category 
[12:00] Creative strategies that build memory structures for future buyers 
[14:00] Shifting from hunter to farmer mentality in advertising strategy 
[17:00] Brand versus performance marketing balance under this rule 

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

Resources: 

The 95:5 Rule: https://www.linkedin.com/pulse/955-rule-john-dawes/

Why You Should Follow The 95-5 Rule: https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/ 

Calculate your in-market audience: mymarketcalculator.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 celebrate 100 episodes by flipping the script. Rob takes the lead to break down How Brands Grow by Byron Sharp, exploring why penetration beats loyalty, why light buyers matter more than most marketers think, and how distinctiveness drives brand growth. 

Topics covered:   
[01:20] "How Brands Grow" by Byron Sharp
[02:45] The Law of Double Jeopardy
[06:15] Why light buyers drive growth
[08:00] Mental and physical availability
[10:00] Differentiation vs. distinctiveness
[12:15] Four takeaways marketers can apply today 

 

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

Resources: 
Sharp, B. (2010). How brands grow: What marketers don’t know. Oxford University Press. 
 

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