Marketing Architects: TV Advertising Blog

How to escape the performance trap

The death of the marketing funnel

B2B Buyers Won't Fill Out Your Survey

Ritson goes back to the marketing basics

Marketing Architects Expands Nielsen Relationship to Include Media Data Engine

The psychology your campaigns are missing

Watch: Stop Over-Targeting and Let TV Creative Drive Results

Awareness is high. So what?

Why Your CTV Results Look Better in the Dashboard Than in the Business

Are you marketing to the wrong customers?

Stop over-targeting. Start reaching.

Targeting Precision is Overrated for Connected TV Advertisers

No More Mild Marketing

Marketing Architects Adds Reach Index Optimization for Smarter TV Buying

Watch: 3 Illusions Making Your CTV Investment Less Effective

Can you advertise your way to trust?

Why personalization doesn’t equal persuasion

Marketing Architects Launches Mass Customizer to Balance Reach and Relevance on TV

Brand vs Performance: Why TV Advertisers are Done Choosing

Are you paying more for the same reach?

Watch: TV Like Digital and Other Connected TV Myths

What the 95/5 rule means for you

The 95-5 Rule Isn't Just for B2B. It Should Shape B2C Strategy, Too.

B2B Marketing Needs to Rethink Reach, TV and Mental Availability

The case against media flighting

What your CFO thinks of your marketing pitch

What Transparent TV Measurement Really Looks Like

Ready to MOO your marketing forward?

Where brand actually happens

Is your Super Bowl ad worth it?

Did Super Bowl brands get their money's worth?

Modern TV media buying decoded

Why fragmentation isn't killing your marketing

When brands try too hard to be relevant

How to Measure TV Advertising's Long and Short Results

Why creative awards don't guarantee growth

Why Broad Reach Matters More Than Ever for Marketers

Your brand isn't too big to grow

ChatGPT is changing search

Marketing Architects Partners with Jounce Media for Greater Transparency in CTV Buying

Craft the soundtrack to your brand's success

The real reason TV feels unmeasurable

Confessions of a reformed performance marketer

8 marketing effectiveness podcasts to add to your queue in 2026

Your attention strategy is probably backwards

Ten ways not to be a boring brand next year

Stop optimizing yourself into irrelevance

Watch: The Math Behind Smarter TV Advertising

Why 150-year-old logos still win

Webinar: TV as a Growth Engine

Marketing Architects and New Engen Join Forces to Help Brands Connect TV and Digital

TV in 2026: The Future of Advertising's Most Powerful Channel

The lesson hiding in OpenAI's first TV campaign

Digital can build brand. Here's how.

Webinar: Why TV Works Harder with Brand AND Sales Goals

Why audio wins on efficiency

WARC Report: TV's real impact on your funnel

Brand vs performance is a false choice

The new sports advertising playbook

How to earn the board’s respect

The uncomfortable truth about brand purpose

Your brand assets may be working against you

When psychology meets marketing reality

Stop wasting "brain space" with bad brand decisions

BambooHR and Marketing Architects Launch First National TV Campaign to Build Brand Awareness

Stop starving your brand (and your growth)

The forgotten half of growth

Is this the end of the CMO era?

Are you measuring brand wrong?

What scientists know that marketers don't

American Standard Launches First TV Campaign for Shower Remodels

The false choice that’s killing effectiveness

Why do marketers chase quick wins?

How does advertising ACTUALLY work?

Watch: How Digital-First Brands Win on TV

AI just broke the SEO playbook

Why we all need better marketing

5 Effectiveness Principles for TV Creative that Performs

Why 95% of your audience isn't buying

TV Creative Pretesting is No Longer Optional

The biggest B2B marketing mistakes

Marketing effectiveness on a budget

The truth about TV advertising costs and ROI

How to Crack the Connected TV Code

Cost is the Hidden Multiplier in Your TV Campaigns

Stop the marketing hamster wheel

National Retailer J.Jill and Marketing Architects Debut New TV Campaign to Tell a Deeper Brand Story

How to recession-proof your marketing

Get noticed or be different?

Watch: Your CTV Performance Playbook

Trust & Will's 'Make it Count' Campaign Wins Creative Awards

What you’re getting wrong about targeting

Underoutfit Launches First National TV Campaign to Build on Explosive Growth

Webinar: The New Rules of Great TV Creative

Inventory Glut and Curation Strategies Shake Up CTV Ad Costs

The science behind market share growth

Special Edition—TV Creative White Paper

Marketing Architects Breaks New Ground in the Race to AI-Powered TV Creative

The New Rules of Great TV Creative

How to create TV advertising that viewers actually remember

Your CTV reality check

Answering Your Biggest Questions About CTV in 2025

Stop splitting brand and performance

The AI video revolution is already here

Why challenger brands win (even against giants)

The science behind why stories sell

The truth about AI vs human research

How to build category entry points that drive sales

Why your digital ads aren’t working

6 marketing effectiveness lessons you can’t ignore

Everything Your Agency Needs to Set Your TV Campaign Up for Success

Are the Big Game’s ads worth $7M?

The science behind standout creative

GOVX Extends Its Mission on TV with Marketing Architects

Is the traditional agency model dying?

4 Hidden Truths About TV Advertising

Your 2025 marketing crystal ball

Marketing MVPs from 2024

Stop comparing AI to humans

Marketing’s product disconnect

Ad Fatigue: When Less Really Is More

What does marketing as a revenue center really look like?

Making the case for brand with Amica Insurance

Stop waiting to use AI for marketing

Is your ad budget going to waste?

Unlocking TV Advertising's Power: Insights from Peter Field

TV's Golden Age: The Future of TV Advertising in 2025

Webinar: Unlocking TV Effectiveness in the New Era

Strengthening the CEO-CMO Partnership for Business Growth

The Case for TV as a Strategic Growth Driver

It's Time For Marketers to Redefine 'TV' and Embrace its Complexity

Is AI overhyped or the biggest development of our lifetimes?

How to Run an RFP for Your TV Advertising Campaigns

Watch: Press Play on Effective TV Advertising at Brandweek

Webinar: TV's Future is Much More Than Connected

How to balance heritage and innovation in marketing

Webinar: The CTV Opportunity Marketers Are Missing

Special Edition: The surprising truth about TV effectiveness

Marketing Architects Builds Annika Audience™ For Unified TV Buying

Why your customer should be your North Star

Everything Wrong with TV Measurement: The Attribution Playbook for TV Advertisers

3 marketing lessons that won’t expire

TV's Future Is Much More Than Connected: A Guide to TV Advertising's Next Golden Era

The science of marketing with Byron Sharp

Are your marketing metrics lying to you?

Adapting to the Evolving Search Landscape

6 Ways Technology is Transforming TV Advertising

Are brand extensions risky business?

Maximize Your Marketing with TV's Halo Effect

Is Brand Purpose Overrated? Exploring its Impact on Marketing.

Why your brand matters, and how to prove it

Why media quality isn’t what you think it is

Are Olympic Sponsorships Worth the Gold?

Understanding TV Viewing Habits Across Generations

The secret to multi-channel marketing success

AI's Role in Revolutionizing Market Research

Marketing Architects Reveals AI Pretesting Tool 'ScriptSooth'

Should competitors shape your marketing?

How to be a Creative Marketer with Vivienne Wan

The Battle for Effectiveness with Mark Ritson

Watch: How to Transform Your Linear and CTV Campaigns for Max ROI

Why Linear and Connected TV Are Better Together

Revolutionizing Marketing with Cutting-Edge Research

The hottest marketing channel of 2024

9 Podcasts Every CMO Should Listen to in 2024

Is the era of advertising over?

CTV Advertisers Should Rethink How They Use Data for Targeting

Who said TV couldn't be targeted?

Marketing Architects Unveils 'Smart Targeting' to Improve CTV Performance

The true cost of digital advertising

Why CTV Is Evolving Beyond Walled Gardens

Podcast: Angela Voss Talks the Power of TV with The Sleeping Barber

How broad is your reach?

Webinar: Everything Wrong with TV Measurement

Our position on politics... in advertising!

Special Edition: The problem with TV attribution

New Research From Marketing Architects Discovers TV Attribution Gaps

Mastering brand marketing measurement

Psychological principles in marketing

How to Know When You've Outgrown Your TV Agency

Why TV Advertising Still Rules Brand-Building

Trends Shaping the Future of Marketing

Debunking B2B Marketing Myths with Peter Weinberg

The myths holding your marketing back

Clicks, algorithms, and the secrets of social media

Trust & Will Helps You 'Make It Count' in New TV Campaign

The Great Brand Loyalty Debate

Watch: How to Build ROI-Positive TV Campaigns

The hidden risk of low-quality media

How To Accurately Measure CTV Campaign Results

Marketing beyond the spotlight

Breaking the digital doom loop

Why it’s better to cast a wide net

The state of marketing research

How to Target Your Audience on CTV

MMM’s making a comeback

Marketing Architects Launches Venture Incubator Misfits & Machines

How Salesforce thinks about brand marketing

How to Craft a Cost-Effective CTV Advertising Strategy

The problem with fitting in

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