The Marketing Architects

A research-first dive into when brands should change their ad message versus just refreshing creative. Explains the difference between what you say and how you say it. Looks at why younger brands gain from shifting their message and why older brands should safeguard their core positioning. Advises keeping the promise but updating the packaging.

Catherine Walstad, Chief Media Officer at Marketing Architects, is a CTV and TV strategy pro who presents research-driven guidance. She debunks common CTV myths. She covers why CTV is not just digital. She warns about runaway frequency, flawed IP targeting, ad fraud and poor supply. She outlines smarter buying, measurement mixes, and how AI can help navigate fragmented TV inventory.

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

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.

A revisit of the 95/5 rule and why it upends familiar 80/20 thinking. A debate on how the rule fits B2B and complicates B2C assumptions. Discussion of shifting from hunter to farmer strategies and building creative that forms lasting memory. Practical takes on balancing brand and performance and calculating your in-market audience.

A lively breakdown of Byron Sharp’s research on why market penetration beats loyalty. They unpack the Law of Double Jeopardy and why light buyers matter more than you think. Conversation covers mental vs physical availability and why distinctiveness trumps fancied differentiation. Ends with four practical takeaways marketers can apply right away.

Jordan Rosler, VP of Media Analytics known for TV media buying and measurement, breaks down why concentrated media peaks can backfire. He unpacks marginal versus blended ROI. Short spikes, upfronts, shoulder weeks, always-on strategies, and how to plan measurable 2026 media are all discussed in clear, practical terms.

They debunk the idea that tiny brands survive on niche loyalty and show loyalty often lags growth. They explain how reach and penetration, not repeat buyers, drive market share gains. They define what counts as a tiny brand and highlight when niche strategies might still work. They recommend competing for the whole category rather than narrowing appeal.

Brent Longvall, CFO who shapes financial strategy and evaluates marketing investments. He explains why marketing and finance clash, the three monthly metrics CFOs watch, and what makes a marketing investment credible. Short practical advice on pitching brand versus acquisition and building a shared language between functions.

They unpack research on perceived ad overload and why social feeds feel overwhelming. Two psychological theories explain why people tune out paid messages. Measurement methods from a 450-person survey are highlighted. The conversation shows platform fatigue, not ad quality, drives avoidance and compares why TV breaks avoid the same problem.