Brand Advertising Gains Renewed Focus After Years of Performance Marketing
· 2h ago · Originally reported by AdExchanger
The digital advertising industry is seeing a shift as brand advertising regains importance after years dominated by performance-driven strategies. Changes in media consumption and evolving market dynamics are prompting marketers to reconsider the value of building long-term brand equity alongside direct response campaigns.
Why it matters
This shift matters because it could change how advertisers allocate budgets and measure success, potentially impacting the strategies of agencies, platforms, and publishers.
Explain it like I’m new here
It's like companies are remembering that making people like their brand is just as important as getting them to buy something right now.
Read the original at AdExchanger
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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