Nerd Alert: To ESOV and Beyond

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The Marketing Architects

Marketing Architects

197 episodes

5 days ago

Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

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Nerd Alert: To ESOV and Beyond

The Marketing Architects

12 minutes

4 weeks ago

Nerd Alert: To ESOV and Beyond

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 explore how attention metrics reveal the true value of media platforms. They discover that not all impressions deliver equal attention and learn why excess share of voice works best when paired with high-attention media placement.

Topics covered:

[01:00] "Attention and Effectiveness to ESOV and Beyond, Part Two"
[02:00] Not all media impressions are created equal
[04:00] How attention varies by platform and pricing gaps
[05:00] Active vs. passive attention and the 2.5-second rule
[07:00] Attention elasticity amplifies creative performance
[08:00] ESOV still works, but placement matters

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.

Resources:
Brittain, R., & Field, P. (2023). Attention and Effectiveness: To ESOV and Beyond Part II. Advertising Council Australia. https://advertisingcouncil.org.au

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