What if reaching more people matters more than creating better ads?
In this episode of Adspeak by ADWEEK, Angela Voss, CEO at Marketing Architects, and Dale Harrison, chief strategy and innovation officer at The Insight Collective, challenge conventional marketing wisdom and explore why broad, consistent reach is essential to driving market share growth.
Recorded live at Brandweek, the conversation examines why hyper-targeting can cause marketers to overlook future customers, how brands can build recall before buyers enter the market, and why overcoming the constant force of forgetting requires sustained audience reach.
Angela and Dale also explore how marketers can balance scale with cost efficiency across linear television and connected TV (CTV), using audience-first media buying and AI to cut costs.
They discuss why no single measurement model can fully capture television’s impact and how combining marketing mix modeling, attribution, and geographic holdout tests can provide a more complete picture of performance.
From smarter media allocation to long-term brand building, this episode offers practical insights into reaching more potential buyers, strengthening brand memory, and creating the conditions for sustainable growth.
What you’ll learn:
- Why 2x better creative can’t beat 100x greater reach
- The “Surface Area of Effectiveness” framework for understanding how reach amplifies even small creative improvements
- Why brand awareness only has commercial value when buyers are in-market
- How to fight the constant, ongoing force of forgetting
- Why hyper-targeting is “agreeing to pay more to ignore your future customers”
- How to use AI-driven and audience-first media buying to cut CTV and linear TV costs
- Why no single measurement model can prove TV’s value
About our guests:
Dale Harrison is Chief Strategy and Innovation Officer at The Insight Collective, bringing an unconventional blend of scientific rigor, technical expertise, and marketing experience. A former experimental physicist with research experience at Los Alamos and MIT, he has also worked across technology, biotech, finance, and executive management. Today, Dale combines hands-on campaign execution with a data-driven approach to marketing strategy. Drawing on his background in econometrics, mathematics, and AI, he develops rigorous experiments and sophisticated marketing models to help businesses understand what works, measure impact, and drive sustainable growth.
Angela Voss is CEO at Marketing Architects, an all-inclusive TV advertising agency specializing in linear and connected television. Drawing on her experience as a performance marketer, Angela champions greater accountability in TV advertising, making high-quality campaigns more accessible while challenging conventional approaches to audience targeting. She translates the evidence-based marketing principles of Byron Sharp and the Ehrenberg-Bass Institute into practical strategies that help brands expand their reach, build lasting brand awareness, and drive measurable growth.
