The WARC Podcast
What 1.1 million purchase journeys tell us about reach
Mar 13, 2025
Felipe Thomaz, an Associate Professor of Marketing at the University of Oxford, challenges traditional advertising wisdom. He emphasizes the need to shift focus from mere reach optimization to understanding media archetypes and their interactions. The discussion reveals how demographic factors shape consumer behavior and the importance of targeting the right audiences. Thomaz advocates for evidence-based decision-making in marketing strategies to achieve better outcomes and highlights the ongoing journey of research that informs effective media planning.
44:39
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Quick takeaways
- The podcast emphasizes the significance of understanding cross media interactions over merely maximizing campaign reach to enhance effectiveness.
- It introduces the concept of media archetypes, providing marketers a structured framework to optimize channel combinations for specific objectives.
Deep dives
Exploring Cross Effects and Channel Optimization
The research paper 'Beyond the Pair' investigates the complexity of media interactions, particularly focusing on cross effects among advertising channels. It challenges the traditional practice of optimizing campaigns for maximum reach by introducing a more nuanced approach that considers the interactions across various media platforms. The study shows that conventional methods, which often examined only pairs of channels, overlook the significance of broader combinations that can yield unexpected outcomes. The authors argue that recognizing these cross effects can lead to better strategies that enhance brand awareness and sales effectiveness.
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