Broad reach over creative quality, say Voss, Harrison

2026-10-26

Angela Voss of Marketing Architects and Dale Harrison of The Insight Collective discussed the importance of broad, consistent reach in marketing, saying that it's more effective than creating better ads, noting the limitations of hyper-targeting and the need for sustained audience reach to combat forgetting. They also advocate for a blended approach using marketing mix modeling, attribution methods and geographic holdout tests to gain a comprehensive understanding of campaign performance.

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