Topic

Media budgeting

Every post on the Index about media budgeting.

2 posts

Marketing & Advertising · June 4, 2026

Performance marketers relying only on TV miss YouTube's audience

Dahv argues that performance marketers who rely purely on TV overlook YouTube's growing influence. A B2C client that added strategic YouTube content alongside TV found that TV delivered visibility while YouTube opened a dialogue with viewers.

By Dahv Greenfield

Marketing Measurement · June 1, 2026

Relying on Google Ads alone obscures true marketing ROI

Todd argues that putting most of a budget into Google Ads creates blind spots, because unclear pricing and conversion tracking make returns hard to verify. In a retail case, social and email outperformed expectations, and diversifying channels made ROI clearer.

By Todd Kirk