The controls and measurement for performance advertising keeps getting more granular, more precise and more sophisticated. Yet brand advertising - even on digital channels - may feel like it's stuck in the 1950s.
Savvy advertisers are working backward, applying the core principles from performance campaigns: aligning more precise strategy, reaching more granular audiences, with more tailored creative and more relevant and goal-aligned measurement - with an eye focused on longer-term brand growth.
What advertisers are missing: full-funnel visibility A person may not start out with a quest to buy a specific black cocktail dress, for example. Instead, they might spot by an influencer in a social post wearing a dress they admire.
On the surface, today's brand advertising has the appearance of modern, sophisticated digital campaigns. Underneath, it still adheres to conventional mass media paradigms.
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