Topic
Every post on the Index about media buying.
Jeff argues that Google search escaped scrutiny because its dashboards looked good. Last-click credit and incremental impact answer different questions, and brand search shows the gap. Buyers should test what changes without the spend, and search must prove it earns its budget.
Joel argues that AI and traditional marketing methods are not opposed. Drawing on client examples, he says companies that pair seasoned talent with AI insights can drop weak channels and gain efficiency, while those that cling to legacy targeting lose ground.
By Joel Breen
Jeff argues that the belief in traditional media buys for Gen Alpha is outdated. He has observed retail brands that shifted to creator-led content gain deeper engagement and loyalty, and he calls the shift a necessity for relevance.
Dahv argues that trust in traditional media buying metrics is understandable but limiting. Based on campaigns he has seen, adding shoppable AI data uncovered niche audience segments that established methods missed, making precision targeting a route to growth.
Dahv points to Liquid Death as proof that a lean budget need not limit brand impact. Bold branding combined with strategic media buys, including a calculated Super Bowl ad, made the brand stand out, and Dahv urges marketers to favor creativity over cash.