In this session...
Digital platforms provided a gold rush of opportunities to optimize marketing spend. But the benefits of optimizing click-throughs and conversions are largely tapped.
The largest opportunity for optimization sits at the top of the funnel, where unique ads drive consideration and intent via powerful storytelling.
Traditionally, top-of-funnel ads require large media buys and a leap of faith that demand will flow down to intent. Until now. Join Bain and Swayable for a discussion on how to optimize brand marketing
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Speakers include Zak Prauer, VP of Marketing and Media at Bain & Company, and James Slezak, CEO and Co-Founder of advanced creative pre-testing platform Swayable. The two have spent years working with clients and as advertisers themselves (at VML and NYTimes, respectively) to figure out the balance between creativity and effectiveness. The next frontier does not see data as the enemy of creative, but rather a driver for creative bravery in advertising.
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What You'll Learn from This Session...
- How agencies and brands are applying data to brand marketing creative.
- How pre-testing can increase creative bravery.
- How nimble brands are optimizing top-of-funnel on the fly.
