Binet & Field
Binet & Field are advertising researchers known for studying how companies should divide their marketing budgets between short-term sales activities and long-term brand building. Their work challenges common assumptions about how much money to spend on each.
-
AI in Advertising, Honestly
AI can speed up your ads without flattening your taste.
AI can write and design ads faster, but speed is only an advantage if you still control the look, tone, and details that make your ads unmistakably yours, not generic.
-
How Advertising Actually Works
Advertising research doesn't replicate as often as gurus pretend.
A surprising share of the behavioral science behind popular marketing advice doesn't hold up on retest, so the right response to a confident claim is to ask what it's built on.
-
Judging an Ad That's Already Run
Which ad metrics actually tell you the creative worked.
Most post-campaign numbers grade your targeting and your budget, not your ad, meaning they tell you who saw it and what you paid, not whether the ad itself worked. Here's the short list that actually tells you if the ...
-
60/40 rule
The 60/40 rule doesn't apply if you don't have two budgets.
The 60/40 rule was built for companies with a brand budget and a performance budget to split. Most small businesses have one ad account, so the ratio doesn't transfer, but the reasoning behind it does: mixing recognit...