Future Proof
Future Proof: Why marketers need to evolve their approach to Brand Performance
Feb 13, 2025
Ryan Brendle, Global Director of Marketing Sciences at Reddit, shares insights on evolving marketing strategies. He discusses the importance of merging performance and brand marketing to enhance brand value and revenue. The conversation dives into how structured processes and data can help brand marketers learn from performance techniques. They also explore innovative methodologies for brand measurement through collaboration between Kantar and Reddit, and highlight the growing role of social media in influencing consumer behavior.
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Quick takeaways
- Successful brand marketers can enhance brand value by adopting performance-driven methodologies used in performance advertising strategies.
- The collaboration between different platforms and research firms is essential to create a structured approach for optimizing brand impact and performance.
Deep dives
The Shift to Performance Advertising
Advertisers are increasingly focusing on performance advertising due to the pressure from CMOs to demonstrate measurable results. Finance teams ensure that marketing expenditures are justifiable, leading to a rise in data-driven metrics that highlight performance outcomes. Platforms like Reddit are investing substantially in tools that provide advertisers with detailed data to optimize their marketing strategies effectively. This shift reflects how marketers are looking to directly correlate their advertising efforts with tangible financial results, motivating them to adopt performance-driven approaches.
