Marketecture: Get Smart. Fast. Stephen Upstone discusses LoopMe’s focus on brands in-app
Jul 28, 2025
In this engaging conversation, Stephen Upstone, CEO and founder of LoopMe, dives into the transformative role of AI in brand performance advertising. He shares insights on the evolution of mobile advertising, highlighting its potential for engaging younger audiences. The discussion also explores brand advertising strategies in the gaming industry, showcasing innovative measurement techniques. Additionally, Stephen examines the challenges publishers face in a rapidly changing ad landscape and hints at exciting future trends influenced by AI.
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LoopMe's Brand-formance Focus
- LoopMe focuses on brand performance advertising by applying AI to optimize brand ads beyond reach and frequency.
- The company operates a full end-to-end platform primarily driving value within mobile apps, a large but underutilized space for brand advertising.
Mobile Apps' Huge Brand Potential
- Mobile apps, especially gaming, represent a major opportunity for brand advertising that many marketers hesitate to enter.
- Mobile video offers rich emotional connection and is becoming the dominant platform especially with younger demographics.
Innovative Brand Lift Measurement
- LoopMe runs about 300 million consumer brand lift surveys annually within mobile ad spaces, enabling real-time, precise measurement of mid-funnel brand impact.
- Their approach uses large concurrent control and exposed groups to build accurate AI-driven incrementality measures and audiences.