The marketer’s guide to integrating branding and performance objectives

Marketers often run siloed campaigns to achieve brand awareness and conversions, but isolating media channels by funnel stage results in missed opportunities and wasted budget. Bridging this gap with an integrated approach is needed for improved optimization and efficiency.

Emerging technology gives marketers greater visibility into the downstream impact of upper-funnel tactics, often with unexpected results. This presents an opportunity to unify branding and performance campaigns, allowing channels like DOOH to prove their effectiveness across the funnel and challenge long-held assumptions.

This Tactics + Insights guide explores the opportunities that arise from integrating branding and performance marketing channels. The report also features insights from Digiday and Vistar Media’s survey of 113 marketers about how they balance and prioritize budgets and objectives across both approaches. 

Read the new report to learn more about: 

• Optimizing for branding and performance metrics
• How contextual ad placements impact conversion metrics
• Selecting the right omnichannel mix

Sponsored by Vistar Media