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SBP 178: Stop Buying Media on CPM. With Peter Field
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In this episode, the "Godfather of Effectiveness" Peter Field joins the show to discuss why the pursuit of efficiency is making marketing less effective. He breaks down the "Triple Jeopardy" facing modern marketers: over-investing in the bottom of the funnel, producing dull rational creative, and purchasing low-attention media. Field provides an evidence-based case for why the industry must move away from CPM and toward "cost per attentive second" to drive real profitability.
Key Takeaways
The Triple Jeopardy: Effectiveness is being squeezed by three factors: a lack of brand…
The skinny
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