For brands striving for sustainable growth through video - the era of solely focusing on short-term results through cheap clicks and performance outcomes is over. While these metrics appease the need to demonstrate immediate impact, marketers recognize that they chronically overlook advertising’s fundamental power - the ability to build brands in the long term. And yet, until now, as an industry, we’ve lacked the evidence base and frameworks to leverage attention for the long term.
Join industry titan Les Binet, Lumen CEO Mike Follett, and other leaders as they discuss findings from "The Brand Reset"—the largest dataset of its kind linking second-by-second attention to long-term commercial impact. This session will dismantle the "performance trap" with definitive proof that digital video delivers long term brand building, the power of a non forced view, a single exposure can drive sales for up to three years and lots more important learnings. We will provide the framework needed to win over the CFO, proving that the next frontier of growth isn’t in more impressions—it’s in the quality of attention.
