Podcast Summary: The Marketing Architects – "Everything Works at Zero with Jordan Rossler"

Episode Overview In the May 27, 2025 episode of The Marketing Architects, the team delves deep into the concept of cost efficiency in media buying, particularly focusing on television advertising. The episode features a special guest, Jordan Roessler, VP of Media Analytics at Marketing Architects, who brings expert insights into optimizing media strategies to build revenue effectively. Hosted by Alena Jasper, CEO Angela Voss, and Rob DeMars, this episode challenges conventional marketing mindsets and introduces the transformative principle of “Everything Works at Zero.”

1. Introducing the "Everything Works at Zero" Principle

Alena Jasper opens the discussion by highlighting a core philosophy at Marketing Architects: "Everything works at zero," emphasizing that lowering media costs can significantly enhance efficiency and drive better results. This principle challenges traditional notions that higher costs equate to better performance.

“Everything works at zero, which means if media is effective, lowering its cost makes it dramatically more efficient.”
— Alena Jasper [01:09]

This philosophy is grounded in the belief that Cost Per Mille (CPM) is paramount in evaluating media efficiency, advocating for broader reach over repeated impressions.

2. Defining Cost Efficiency in TV Campaigns

Jordan Roessler elaborates on cost efficiency metrics essential for TV campaigns, asserting that CPM is king. He contrasts traditional TV advertising with streaming platforms, explaining the nuances in pricing and reach.

“CPM is kind of at the top of the list of the lowest cost it takes to go and reach the most number of people.”
— Jordan Roessler [05:42]

He differentiates between linear TV—which involves upfront rates based on projected viewership—and streaming TV, where CPMs can be locked in more precisely through bidding processes. Jordan underscores the importance of achieving broad and diverse media buys to maximize reach without exorbitant costs.

3. The Importance of CPM and Metrics

Alena emphasizes the significance of CPM, noting that while it allows for greater reach, marketers often resist this approach, fearing it might lead to low-quality impressions.

“The most efficient frequency level is one.”
— Alena Jasper [12:10]

Jordan supports this by presenting data that demonstrates the diminishing returns of increasing ad frequency. He argues that after the first impression, each additional exposure doesn't double the conversion likelihood, making a single, well-placed impression more cost-effective.

“If I see an ad once and then twice, I need to become at least two times more likely to convert for that second impression to actually be more efficient.”
— Jordan Roessler [00:00]

4. Linear vs. Streaming TV Pricing

The discussion transitions to the pricing models of linear and streaming TV. Jordan explains that linear TV often entails higher upfront costs with less flexibility, whereas streaming TV offers more control over CPMs through bidding but can become expensive when targeting specific audiences.

“In linear, if no one tunes into the show, you just paid hundreds, thousands, millions of dollars for no one to see it.”
— Jordan Roessler [06:53]

This comparison highlights the trade-offs between reach and cost, reinforcing the episode's central theme of maximizing efficiency through strategic media buying.

5. Frequency of Ad Impressions: Why One is Optimal

A pivotal point in the episode is Jordan’s assertion that a frequency of one—where each individual sees an ad only once—is the most cost-efficient strategy.

“The most efficient level of frequency from a cost per ROI basis is that frequency level of one.”
— Jordan Roessler [12:10]

He explains that while repeated exposures can increase conversion chances, the cost incurred often outweighs the marginal gains. This perspective challenges the common marketing practice of targeting audiences with multiple impressions to reinforce brand messaging.

6. Targeting vs. Broad Reach in Media Buying

The hosts and guest discuss the pitfalls of excessive targeting. Jordan points out that targeted media buys often come with hefty premiums and reduced reach, which can undermine overall campaign efficiency.

“Targeted media just isn't worth the premium.”
— Jordan Roessler [15:54]

Angela Voss adds that expensive media doesn't necessarily equate to higher quality or better performance. She argues that broader media buys can capture future customers who are not yet in the market, contributing to long-term brand growth.

“Choosing efficient media isn't a sign that you're cutting corners. It's a sign you're making sure your dollars are working as hard as they can.”
— Angela Voss [10:32]

7. Evaluating Media Effectiveness with Data

The use of Automatic Content Recognition (ACR) data is highlighted as a critical tool for measuring the true reach and ROI of TV campaigns. Jordan explains how ACR allows marketers to assess whether their ads are reaching a diverse and extensive audience or just a narrow segment.

“ACR data measures both down funnel response and how wide is the reach that we're actually hitting.”
— Jordan Roessler [09:33]

This data-driven approach ensures that campaigns are evaluated not just on impressions but on meaningful engagement and conversion metrics.

8. Debunking Myths About Cost and Effectiveness

In a lighter segment towards the end, each participant shares common misconceptions about media costs:

• Jordan Roessler challenges the effectiveness of overly targeted TV advertising, emphasizing that high premiums rarely translate to better performance.

  “Targeting isn't really worth the premium… stretching your net as wide and efficiently as possible is the best way.”
  — Jordan Roessler [23:30]

• Angela Voss dismisses the notion that expensive media is superior, advocating for a focus on outcomes rather than the perceived prestige of media placements.

  “Paying more doesn't guarantee impact. It just guarantees you're spending more.”
  — Angela Voss [24:40]

• Rob DeMars comments on the undervaluation of creative based on cost, advocating for efficiency without sacrificing quality.

  “Every ad should have to sing for its supper.”
  — Rob DeMars [15:13]

9. Conclusion and Reflections

The episode wraps up with a fun exchange about "cheap thrills," reinforcing the theme that value doesn't always come at a high cost. The hosts encourage listeners to rethink their media strategies, emphasizing data-driven decisions and cost efficiency.

“If you're not paying a premium, you're somehow devaluing what you stand for.”
— Angela Voss [10:32]

Key Takeaways:

• Cost Efficiency is Paramount: Lowering media costs without sacrificing reach can significantly enhance ROI.
• CPM as a Core Metric: Focusing on CPM allows for broader audience reach and more efficient media spending.
• Optimal Frequency is One: Maximizing impact with a single, well-placed ad impression is more cost-effective than multiple exposures.
• Broader Reach Over Targeted Spending: Investing in diverse media buys can capture a wider audience and foster long-term growth.
• Data-Driven Strategies: Utilizing tools like ACR data ensures campaigns are evaluated based on comprehensive performance metrics.

Notable Quotes:

• “CPM is kind of at the top of the list of the lowest cost it takes to go and reach the most number of people.” — Jordan Roessler [05:42]
• “The most efficient level of frequency from a cost per ROI basis is that frequency level of one.” — Jordan Roessler [12:10]
• “Every ad should have to sing for its supper.” — Rob DeMars [15:13]

Connect with the Hosts: For more insights and to connect with the Marketing Architects team, visit their LinkedIn page.

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