Marketing Architects

20 years ago, TV’s definition was clear. It was cable, broadcast, and satellite. You watched it in your living room with your family and waited for your favorite show to cycle around every week.  But today U.S. consumers can find content on more than 32,200 linear channels AND 89 streaming video sources. So what about streaming, CTV, video you can watch anywhere, anytime? Is all of that still ‘TV’? Find the answer in this special edition of Marketing Blueprints. #Marketing #TV #Research

According to Nielsen, 74% of TV households watch both linear and streaming TV. This makes it difficult for advertisers to know how to best reach their core customers. Plus, many TV agencies purchase linear and CTV in silos, using separate, third-party platforms. Which leads to missed opportunities and inefficiencies. We thought it was time for a solution. Introducing Annika Audience™. It's an AI recommendation engine that analyzes first- and third-party data to find where your core customers watch. It then uses historical insights, predictive modeling, and forecasted viewership patterns to calculate the ideal media mix across all forms of TV. Resulting in TV campaigns with the best possible reach and ROI. #TV #Media #Technology #AI

Market research spending has decreased. But its importance hasn't! Brand investment in market research has dropped 2.9% according to an IPA report. This trend is concerning since 5% of marketing budgets should go to research. Discover the importance of customer data with Constant Contact CMO Sarah Jordan in the latest issue! #marketing #research #insights #data

Marketing vs sales is dead. Or at least it should be. In the latest episode of The Marketing Architects Podcast, Constant Contact CMO Sarah Jordan joins our team to argue that ditching "marketing-generated" vs "sales-generated" metrics leads to better results. After all, most customers interact with both teams before converting. Competing for credit just wastes time. Plus, hear Sarah's thoughts on: - Aligning teams around shared goals - Why the customer always needs to be your #1 priority - The role of research in understanding your audience Full episode linked in the comments. #Marketing #Sales #B2B

The lines between linear and Connected TV are blurring. 74% of households watch both types of TV. The top definition for 'TV' according to consumers is 'anything I can watch on my TV set.' Nearly 1/3 of streamed content is actually linear. And streaming platforms are leaning into traditional TV trends like advertising, bundling, and live TV. So it makes sense that nearly 3 in 4 marketers agree linear and CTV advertising work better together. After all, using both forms of TV means you: 1) Ensure a consistent brand journey across multiple touchpoints. 2) Reach your audience wherever they watch. (And wherever it's most efficient to do so). 3) Capture incremental reach. 4) Benefit from linear's halo effect. But making the most of both forms of TV... well, that can be a challenge. Find answers in our new research report on how advertisers should think about their TV investments in 2025 and beyond. #Marketing #TV #Media

Over 10 years ago, I was fortunate to meet Simon Sinek. My former agency hired him to speak at an event. At the time, he was just off his famous Ted Talk “How Great Leaders Inspire Action” and people were raving about “Start with Why.” That day though, Simon shared a new talk for his upcoming book “Leaders Eat Last.” Leadership is critical to business success and has always been one of my areas of interest. In his book, Simon captures the aspects of effective leadership brilliantly. A few elements that have stayed with me: – Selflessness. The best leaders put the needs of their team first, fostering a culture where people feel supported. – Long-term focus. Leaders who balance short-term goals and objectives with long-term success (and share that vision clearly) contribute to sustainable growth and higher employee retention. – Culture. Leaders who prioritize team well-being and protect their employees from external threats and internal politics contribute to more successful businesses, as employees can focus on innovation and performance over self-preservation. I highly recommend this book to both tenured and emerging leaders building the skills needed to create and foster healthy cultures and thriving businesses. Because it all starts with effective leadership. —Nicole --- 📚 🎧 💻 This post is part of a series where we ask our team about the books, podcasts, and tools that leveled up their careers. Today's recommendation is from VP Client Growth Nicole Nye. #Leadership #Learning

Marketing continues to change, but some principles will never get old. Like how 90% of B2B buyers purchase from their initial vendor shortlist. So getting on that list? It's not just important—it's make-or-break. Learn about three golden rules for effective marketing with Gusto's CMO Jason Ing in our latest newsletter issue! #marketing #B2B #strategy #business #growth

No one's impressed by big words. They're impressed by your ability to translate insights into actionable business strategy. This week on The Marketing Architects Podcast, we chatted with Jason Ing, CMO at Gusto. His advice for applying effectiveness research in real life (and getting the C-Suite on board)? -Filter research into plain language. -Focus on the "so what" behind the data. -Explain impact in business terms, not marketing jargon. Link in the comments to hear more from Jason on marketing effectiveness, timeless principles, and driving growth in both B2B and B2C. #Marketing #Leadership #Research

Are you ready for ✨Webinar Week✨? We're coming at you with 3 webinars all about how linear and streaming TV work better together. Tuesday 10/1 - Chief Media Officer Catherine Walstad and CTO Aaron Lange are talking TV with MediaPost. Wednesday 10/2 - CEO Angela Voss and SVP Marketing at Bosley, Andy Spivak will share how TV drives business growth with ADWEEK. Thursday 10/3 - Angela and Previously Unavailable founding partner James Hurman are joining WARC to discuss how effective TV is, really. Find the time that works best for you and join us! Or tune into all three. 😉 #Webinar #Marketing #TV

Brand AND sales. Remarkable work AND remarkable results. Long- AND short-term KPIs. You don't have to choose one or the other with All-Inclusive TV advertising. Check out our new commercial 'Coin Toss' below. The team really guaranteed a win with this one. 😉 #Marketing #TV #Creative