Performance Marketers are shifting towards brand marketing

Earlier this week, Digiday reported on how performance marketing has reached an inflection point, and that performance marketers are starting to reinvest in brand marketing. This was further evidenced by an emarketer study that said 36% of marketers worldwide plan to increase their investment in brand marketing this year (up from 31% last year).

“It’s just going to be a competition of attention” quote from Nik Sharma at Sharma Brands piqued our interest and as the legendary Les Binet says “advertising increases/maintains sales & margins by slightly increasing the chance that people will choose your brand”. If you combine those two schools of thought you can see why businesses are reinvesting in brand advertising.

Slowly, and largely owing to the deprecation of the third-party cookie, which many over-relied on for measuring their digital ad success, marketers are reconsidering the way in which they buy advertising. Attention is a durable metric to measure and optimize against… and it works! We’re bullish that more and more media will be optimized towards it, and our Guaranteed Attention Suite (GAS) of products can help brands get started with that.