SBP 154: The Post Pod - Dull Media Smells Like Burning Money.

In this PostPod episode, Marc and Vassilis discuss the complexities of digital advertising, emphasizing the importance of understanding viewability versus visibility, the pitfalls of cheap media, and the critical role of creative quality. They reflect on insights from recent guests and explore strategies for effective marketing, including the need for internal awareness and organizational change. The conversation highlights the challenges marketers face in navigating the digital landscape and the necessity of questioning data and media choices to drive better outcomes.

Takeaways

• Viewability does not guarantee visibility in advertising.
• Cheap media can lead to higher long-term costs.
• Creative quality is essential for effective advertising.
• Marketers should focus on ads that are actually seen.
• Internal awareness of media effectiveness is crucial.
• Challenging partners on media quality is necessary.
• It's important to measure effectiveness, not just efficiency.
• Organizational change is needed to adapt to new marketing realities.

Timestamps:

00:00 - Introduction

05:55 - Insights from Guests and Industry Connections

09:07 - The State of Digital Advertising

12:03 - Viewability vs. Visibility in Media

14:56 - The Cost of Cheap Media

15:53 - The Double Jeopardy of Challenger Brands

16:49 - Innovative Media Strategies for Startups

18:04 - Conclusion and Future Considerations

18:33 - The Importance of Creative Quality in Advertising

20:15 - Addressing the Accountability Gap in Marketing

22:52 - Practical Steps for Marketers

25:40 - Raising Internal Awareness of Marketing Challenges

27:47 - Navigating Organizational Resistance to Change