The Marketing Architects

83% of ad executives now use AI in the creative process, up from 60% two years ago. But only 45% of young consumers feel positive about AI-made ads. Advertisers guess that number is 82%. This week, Elena and Angela are joined by Chief Creative Officer Steve Babcock to dig into that gap. Cost efficiency is now the top reason marketers reach for AI. It ranked fifth two years ago. Steve explains where AI slop really comes from, why TV punishes cut corners far more than social does, and what still has to stay human. Plus, why cutting production costs means improving the smallest line item on the page. Topics covered: [01:40] Why cost efficiency became AI's top-cited benefit [04:00] Where AI slop comes from and the uncanny valley [11:50] Should brands disclose when an ad was made with AI? [15:00] How AI shows up in briefs, idea generation and pretesting [22:15] Why TV is the least forgiving channel for AI creative [27:30] The case for raising the creative ceiling, not lowering the price floor [30:30] Steve's contrarian take on creating with AI To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 IAB and Sonata Insights Study: https://www.iab.com/insights/the-ai-gap-widens/ 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 look at why burying a mistake isn't always the right call. They learn how an honest flaw in a product's story can make it feel rare, one of a kind and worth paying more for. Plus, the two limits every marketer should know before trying it. Topics covered: [02:05] "Made by Mistake: When Mistakes Increase Product Preference" [03:15] The chocolate that people picked over cash [04:05] Why a flaw made a drawing sell for more [04:20] Intentionality bias and the appeal of the improbable [04:45] Mistakes only pay off when you're already skilled [06:00] Fun products versus function, and the $6 eBay premium To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Reich, T., Kupor, D. M., & Smith, R. K. (2018). Made by mistake: When mistakes increase product preference. Journal of Consumer Research, 44(5), 1085–1103. https://doi.org/10.1093/jcr/ucx089 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

The IPA analyzed nearly 1,000 campaigns and found a 60/40 split between brand and performance marketing drives the strongest long-term growth. GOVX tested that research and broke free of a plateau. This week, Elena, Angela, and Rob talk with Aaron Pelander, Chief Brand Officer at GOVX, the largest online retailer serving the US military and first responder community. Aaron shares how GOVX moved from a performance-only mindset to a balanced brand strategy. He breaks down the leading indicators his team tracks, from share of search to direct traffic. Marketers on a plateau will get a real plan for building brand strength. Topics covered: [04:00] GOVX marketing before the plateau hit [07:00] What clicked after reading The Long and the Short of It [09:00] Splitting budget into member and brand marketing [14:00] Leading indicators like share of search and direct traffic [21:00] Earning executive buy-in for TV and sponsorships [33:00] Aaron's advice for brands stuck on a plateau [34:00] Why precise attribution is overrated To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2013 IPA Report: https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies/ GOVX Website: https://www.govx.com/ Aaron Pelander’s LinkedIn: https://www.linkedin.com/in/aaronpelander/ 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 family-owned branding builds consumer trust. They dig into new research testing whether a family name on the label actually changes how people feel about a brand, and which categories benefit most. Topics covered: [02:00] "I Vouch for It with My Name" [00:35] Why a family name feels like an emotional shortcut [03:00] Testing the same cheese ad with two different backstories [04:00] How sincerity turns into brand credibility [05:35] Which categories benefit most from family ownership [07:00] Takeaways for marketers, plus real brand examples To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Schramm, H., & Zinser, A. (2025). "I vouch for it with my name." The influence of brand perception of family businesses on their credibility and the purchase intention of consumers. Frontiers in Communication, 10, Article 1607511. https://doi.org/10.3389/fcomm.2025.1607511 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

FIFA's 2026 World Cup pulled in more than $9 billion in tournament revenue. A single rule change around new hydration breaks is expected to net Fox at least $250 million in ad revenue alone. This week, Elena, Angela, and Rob break down what the World Cup's record-breaking business means for marketers investing in live sports. They dig into whether mega events can crowd out regular advertisers, if sponsorships or TV spots make the smarter sports buy, and how brands of any size can get into the game without overspending. Plus, hear creative tips for keeping viewers engaged when 71% of fans admit their attention is split during the game. Topics covered: [00:00] The record-breaking business of the 2026 World Cup [03:00] Why the "Americanization" backlash didn't dent demand [08:00] How mega events affect TV pricing for other advertisers [10:00] Why live sports still build a brand's memory structures [14:00] Making creative work for second-screen viewers [15:00] Sponsorships vs. TV spots: which buy works best To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 SportsPro Article: https://www.sportspro.com/analysis/sponsorship-marketing/fifa-world-cup-2026-business-revenue-ticketing-broadcast-sponsorship/ 2026 WARC Article: FIFA World Cup: https://www.warc.com/en/article/almost-nine-in-ten-fans-plan-to-engage-with-world-cup-games-across-channels-d6e7955af51540c791c76b231ac1eeca 2026 WARC Article: World Cup Engagement: https://www.warc.com/en/article/almost-nine-in-ten-fans-plan-to-engage-with-world-cup-games-across-channels-d6e7955af51540c791c76b231ac1eeca 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 anger changes the way people shop. They break down new research showing angry buyers move faster, skip the safe middle option, and end up more satisfied with what they choose. Topics covered: [02:00] "The Unique Role of Anger Among Negative Emotions in Goal-Directed Decision Making" [03:00] Does anger lead to better or worse buying choices? [04:00] The compromise effect and the safe middle option [05:00] Angry shoppers click less and decide faster [06:00] Are angry buyers happier with their choices? [07:00] Turning anger appeals into action [08:00] How brands can use a "villain" to tap into emotion To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Khan, U., DePaoli, A., & Maimaran, M. (2019). The unique role of anger among negative emotions in goal-directed decision making. Journal of the Association for Consumer Research, 4(1), 64–76. https://doi.org/10.1086/701028 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

B2B marketer confidence jumped this year. But when researchers asked finance leaders the same questions, only 12% said marketing's financial impact holds up under pressure. This week, Elena and Rob talk with Daniel Sills of NewtonX and Dagmara Szulce of the ANA about their new Confident B2B Marketer study. They unpack why marketer confidence is rising, and why finance and revenue leaders aren't yet convinced. The group breaks down the vocabulary gap driving that disconnect, and how confident marketers grew brand investment in a year when most companies cut back. Topics covered: [03:00] Key findings from the Confident B2B Marketer study [04:00] What's driving marketer confidence up this year [09:00] The vocabulary gap between marketing and finance [12:00] How confident marketers grew brand budgets under pressure [18:00] Marketing to complex buying groups and AI search [22:00] Using AI without losing your data foundation [26:00] The one move to make before your next budget cycle To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2025 ANA and NewtonX Confident B2B Marketer Study: https://www.newtonx.com/article/confident-b2b-marketer-2026/ Daniel Sills’ LinkedIn: https://www.linkedin.com/in/danielpsills/ Dagmara Szulce’s LinkedIn: https://www.linkedin.com/in/dagmaraszulce/ NewtonX Website: https://www.newtonx.com/work-with-us/?utm_campaign=50131755-PER-PC-General-Podcast-Campaign-All-2026-01-01&utm_source=Podcast&utm_medium=Marketing%20Architects ANA Website: https://www.ana.net/ 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 dig into new data showing most Fortune 500 ads run on next to nothing, and why the real problem isn't budget size. It's confidence in the ideas worth backing. Topics covered: [02:32] "Fewer, Bigger, Longer, Better" — Creative X's new ad spend study [03:47] 93% of ads run on less than $10,000 [05:02] Production is up 29%, but spend per ad is down 15% [07:02] Small tests eat 30% of budget, top ads get just 18% [08:02] Why this is a confidence problem, not a budget problem [08:32] What marketers should do with the data To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: WARC. (2026, June 22). Most big-brand ads run on digital platforms have tiny budgets. WARC. https://www.warc.com/en/feed/most-big-brand-ads-run-on-digital-platforms-have-tiny-budgets-16a01f05c2ba4a1bbdc515099bb8acb2 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

AI and human evaluators rated the same 20 ad concepts within 0.2 points of each other, across nearly every dimension. So can a machine really judge great creative? This week, Elena and Rob are joined by SVP Brand Strategy Catrina McAuliffe to unpack Marketing Architects' new seven-criteria framework for creative quality. Catrina shares how the framework was built, how it held up against 500 marketing and creative pros, and where AI still falls short. Marketers will get a clearer sense of when to trust AI's creative feedback, and when human debate still wins. Topics covered: [01:00] The seven-criteria framework for creative quality [09:00] Testing the framework against 500 marketing and creative pros [11:00] AI and human scores landed within point-two of each other [13:00] Does AI push ideas toward safe, average creative? [15:00] How the framework differs from ScriptSooth pretesting [16:00] Using AI to sharpen writers, not replace them [22:00] Where pretesting and the framework each fit in To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 Marketing Architects Research Press Release: https://marketingarchitects.com/blog/marketing-architects-research-gives-humans-and-ai-a-shared-language-for-creative-quality 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 dig into whether product placement in movies sticks in viewers' memories, using the famous Reese's Pieces and E.T. story as a jumping-off point. Topics covered: [02:20] "The Effect of Product Placement in Movies on Brand Recall: A Meta-Analysis" [03:10] Why brands pay for screen time instead of commercial breaks [04:30] Cohen's d and what counts as a large effect [05:10] Kids and adults recall placements about the same [06:10] Execution matters more than exposure [07:40] Aston Martin versus BMW in the Bond franchise To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Preethy Rose, M., & Shanthi, R. (2024). The effect of product placement in movies on brand recall: A meta-analysis. International Research Journal of Multidisciplinary Scope, 5(4), 807–814. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Ignaz Semmelweis proved handwashing saved lives, but doctors ignored his messy data for decades. Thousands died waiting for perfect proof. This week, Elena and Rob sit down with System1 Chief Growth Officer Andrew Tindall to talk about what makes marketing research worth trusting. Andrew breaks down why distinctiveness alone won't grow your brand, and why emotion is the real profit driver. The conversation also covers his research on creators, consistency, and why audio remains one of the most underrated channels in the industry. It's a must-listen for any marketer trying to separate real evidence from marketing hype. Topics covered: [03:00] What "useful evidence" means for marketers [10:00] Andrew's favorite research-backed finding on emotion [13:00] Surprising results from the Creator Effectiveness Playbook [17:00] Why distinctive and emotional ads drive more profit [20:00] The case for "compound creativity" and consistency [25:00] Why audio and radio remain overlooked and undervalued [32:00] Andrew's most contrarian marketing opinion To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 The Drum Article: https://www.thedrum.com/opinion/andrew-tindall-marketing-doesn-t-need-perfect-evidence-it-needs-useful-evidence Andrew Tindall’s LinkedIn: https://www.linkedin.com/in/andrew-tindall/ 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 unpack System1's new report, "The Cure for Dull," revealing why 48% of ad viewers still feel absolutely nothing and the five creative ingredients marketers can use to fix it. Topics covered: [01:00] "The Cure for Dull" [02:00] Ads that stuck: Nike and Budweiser [04:00] Has advertising gotten more or less dull over time? [05:00] 48% of viewers feel nothing [07:00] Five pillars for treating dull [09:00] The megaphone analogy for media budgets To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: System1. (2026). The cure for dull. System1 Group, in collaboration with Adam Morgan (eatbigfish), Peter Field, Karen Nelson-Field, Orlando Wood, and Jon Evans. https://system1group.com/the-cure-for-dull Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Ask media buyers what quality media means, and answers vary. Reach, brand safety, dwell time, exclusivity: nobody agrees, and that confusion is costing marketers real money. This week, Elena, Angela, and Rob challenge the industry's obsession with premium placements. They argue quality really comes down to effectiveness: reaching real humans, in a context where the ad can do its job, at a price that makes the math work. They also unpack why Marketing Architects built its own DSP instead of relying on industry platforms, what to demand from media partners to protect against fraud, and how AI cuts both ways for junk inventory and creative quality. Topics covered: [01:00] Two studies on the industry's quality confusion and CTV fraud [02:00] A working definition: audience, context, and price [07:00] Whether premium placements really make creative work harder [08:00] The one non-negotiable floor: real humans seeing the ad [11:00] Why "everything works at zero" and cost drives TV performance [13:00] Why Marketing Architects built its own DSP [19:00] Using AI to fight junk inventory without lowering creative quality To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 eMarketer Article: https://www.emarketer.com/content/media-buyers-struggle-define-quality-inventory--it-s-costing-them 2025 AdExchanger Article: https://www.adexchanger.com/on-tv-and-video/new-channel-same-old-tricks-how-legacy-web-tactics-are-undermining-ctv-advertising/ 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 look at new research on nostalgic advertising. They break down when a "remember when" ad sticks in someone's memory, and when a straightforward, factual ad works better instead. Topics covered: [02:05] "Nostalgic Advertising Enhances Brand Name Recall by Reactivating Brand-Related Autobiographical Memories" [02:35] Why marketers need every edge to stay top of mind [04:00] Three studies pit nostalgic ads against factual ads [05:00] When nostalgia wins, and when it doesn't [06:00] Younger versus older adults: who remembers more? [07:05] Takeaways for legacy brands and win-back campaigns To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Thoma, D., & Koziak, J. (2025). Nostalgic advertising enhances brand name recall by reactivating brand-related autobiographical memories, especially for familiar and personally relevant brands. Psychology & Marketing, 42(12), 3306–3318. https://doi.org/10.1002/mar.70042 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Cannes debuted a new award for creative consistency this year. 73 brands entered. Just two won. This week, Elena, Angela, Rob, Catherine, and Nikki unpack what actually happened at Cannes versus what just made headlines. The team shares why intelligence-gathering, not glamour, is the real reason to attend, and how AI is quietly reshaping ad tech products behind the scenes. They also weigh in on where live sports, retail media, and creator marketing genuinely fit into an effectiveness-driven strategy versus where they're overhyped. Marketers will walk away knowing which Cannes trends deserve real budget attention and which are just award-show noise. Topics covered: [02:00] Why Marketing Architects decided to start attending Cannes [04:00] The real gap between Cannes glamour and the actual work [13:00] How AI is quietly reshaping ad tech products [14:00] Live sports as a growth opportunity, not a silver bullet [17:00] Why competing streaming platforms are all facing the same challenges [21:00] Retail media and creator marketing: tools, not full strategies [24:00] Cannes' new award for long-term creative consistency To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 The Drum Article: https://www.thedrum.com/opinion/andrew-tindall-what-ritson-and-sharp-got-right-and-wrong-at-cannes 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 break down why proving ad ROI is far harder than most marketers assume, even with millions of dollars and millions of customers. They also unpack why the Super Bowl might be the hardest ad buy of all to measure. Topics covered: [01:00] "The Unfavorable Economics of Measuring the Returns to Advertising" [02:00] Why the spirit of ROI gets abused [03:35] Why customer spending is too noisy to spot small ad effects [06:00] How targeting bias can inflate results by 30 times [07:00] Why the Super Bowl isn't a coupon, it's fame [09:00] Could anyone actually solve the ROI theorem? To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Lewis, R., & Rao, J. (2015). The unfavorable economics of measuring the returns to advertising. The Economic Journal , 125 (585), 1–27. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

84% of the time, buyers choose a brand that was already on their radar before they ever started shopping. So why do so many marketing budgets only chase the people ready to buy today? This week, Elena, Angela, and Rob talk with brand strategist and author James Hurman about his new book, Future Demand . James breaks down why brands hit a growth ceiling when they lean too hard on performance marketing. He also explains why feelings outlast facts in memory, and why that changes which channels deserve your investment. Marketers will leave with a clearer case for building demand among tomorrow's customers, not just converting today's. Topics covered: [05:00] Defining current demand versus future demand [07:00] Splitting budgets 50/50 between brand and performance [12:00] Why American marketers lag on brand-building principles [18:00] Measuring future demand through brand tracking [22:00] Why feelings outlast facts in memory [26:00] The case for creativity in earning attention [35:00] James's own future demand brand: Land Rover To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: Resources: 2021 WARC White Paper: https://www.warc.com/the-rise-of-digital-commerce 2026 Future Demand Book: https://futuredemand.com/ James Hurman’s LinkedIn: https://www.linkedin.com/in/jameshurman/ 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 what triggers the personalization backfire effect and why the same ad can feel helpful one day and invasive the next. Topics covered:[01:20] "Triggering the Personalization Backfire Effect: The Moderating Role of Situational Privacy Concern" [02:45] How the study tested three levels of ad personalization [04:27] When more personal data actually hurts performance [06:10] Privacy sensitivity isn't a fixed personality trait [07:10] Contextual targeting vs. identity-based targeting To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Kim, H., & Han, S. (2025). Triggering the personalization backfire effect: The moderating role of situational privacy concern. Behavioral Sciences . 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 favorite episode from the archive. Enjoy, and we'll be back with new content next week! Our hosts are joined by Nick Asbury, creative writer and author of The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World. Nick challenges brand purpose, arguing it produces formulaic campaigns while the research supporting it is fundamentally flawed. Topics covered: [04:00] How the 2008 financial crash sparked the purpose movement [12:00] The real story behind Dove's "Real Beauty" campaign data [18:00] Why for-profit companies lack social license to lead causes [21:00] Nick's crowdsourced fact-checking of Cannes award entries [26:00] Debunking the Gen Z purpose myth after the 2024 election [29:00] What respectful marketing looks like without purpose To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 MarketingWeek Article: https://www.marketingweek.com/good-intentions-lead-to-bad-marketing-why-purpose-is-missing-the-mark/ Nick Asbury’s LinkedIn: https://www.linkedin.com/in/nick-asbury/ Nick's Substack: https://nickasbury.substack.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

According to WARC, TV drives more sales impact than Facebook video and YouTube. GOVX proved the research to be true, growing orders alongside TV impressions. Recorded live at CommerceNext 2026, this bonus episode features Marketing Architects Chief Strategic Growth Officer Stacey Hawes and GOVX Chief Brand Officer Aaron Pelander. They tackle one of marketing's toughest challenges: proving TV's impact when its biggest effects don’t show up for months after launch. Aaron shares how GOVX moved from a performance-only mindset to a 60/40 split between brand and performance budgets, and why that shift unlocked new growth. Marketers will also learn which metrics matter and why relying on just one measurement model leaves value on the table. Topics covered:[00:00] Kicking off the session at CommerceNext 2026 [03:00] Why TV remains one of the hardest channels to measure [06:00] Short-term metrics for tracking TV's immediate impact [08:00] Long-term measurement: brand lift, MMM, and incrementality testing [11:00] Inside GOVX’s mission and its path to TV [13:00] GOVX’s shift to a 60/40 brand and performance budget [16:00] GOVX’s results after partnering with Marketing Architect 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.