07/09/2025
Performance ads won’t scale if your brand doesn’t stick.
Google made that loud and clear. 📢
Two weeks ago, our CEO Keegan Brown attended Google's Brandformance event at St. John’s Terminal in NYC — a day focused on bridging brand storytelling with performance outcomes.💡
Here are 3 insights that stuck with us:
1️⃣ Attribution ≠ the full picture
Stoltz (measured) , Marino (Google), and leaders from Chubbies + Haus shared how brands often default to multi-touch attribution (MTA), but that alone doesn’t tell the whole story.
“Pixel-based attribution is outdated.”
Modern measurement stacks blend attribution, incrementality testing, and MMM to capture true impact — but it only works if the organization buys in.
incrementality testing + MMM. And none of it works without internal buy-in.
2️⃣ Immersive creative drives performance
“Attention is the real KPI.”
Creative must stop the scroll and earn the viewer’s time. Contextual, story-driven formats are winning across YouTube and beyond.
3️⃣ Lo-fi + data = scale
Garcia and Darnell from showed how UTZ uses fast, lo-fi content — then adapts it based on what’s working right now.
Small tweaks, real data, big results.
🔍 Bottom line:
Brandformance isn’t a trend — it’s the new standard. 📌
If you’re still separating brand from performance, you’re falling behind.
