Reach beats creative. That's the contrarian truth most marketers miss. A 2x better creative won't beat 100x greater reach. And yet brands keep choosing frequency over breadth, hyper-targeting over scale.
This week, we're sharing a special recording from Brandweek. Angela is joined on-stage by Dale Harrison. Together, they dig into reach primacy: the idea that ongoing reach, not creative brilliance, drives share of market. They explore why brand recall at purchase matters more than top of mind awareness, how forgetting forces you into always on campaigns, and why light buyers fuel growth. Plus, learn how AI driven media buying slashes TV costs while expanding reach across linear and CTV.
Topics covered:
- [01:00] Why reach is more powerful than creative effectiveness
- [03:00] Brand recall at purchase and the 95-5 rule
- [06:00] Reach as a rate, not a number
- [11:00] The danger of hyper-targeting on CTV
- [13:00] Why TV gets unfairly labeled as expensive
- [16:00] Using multiple measurement models to prove TV performance
To learn more, visit
marketingarchitects.com/podcast or subscribe to our newsletter at
marketingarchitects.com/newsletter.
Resources:
Watch: The Math Behind Smarter TV Advertising: https://www.marketingarchitects.com/blog/watch-the-math-behind-smarter-tv-advertisingDale Harrison’s LinkedIn: https://www.linkedin.com/in/dalewharrison/Angela Voss’ LinkedIn: https://www.linkedin.com/in/angelamvoss/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
