What 1.1 million purchase journeys tell us about reach

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.