Performance Marketing World Feature: ‘Marketers are facing a battlefield’: Industry predictions ahead of Black Friday

Josh Rosen and Tricia Allen recently had the opportunity to attend Brand Innovators Marketing Innovation Summit @ Austin Race Week. One key takeaway: the funnel is no longer a funnel; it’s a flywheel.

Attention has never been more celebrated. Metrics like viewability, impressions, and engagement dominate conversations about campaign success. ‍While these numbers are all important, attention alone doesn’t guarantee impact. A consumer can watch an ad, scroll past, and take no next step. Without action, all that attention is just noise.‍Curiosity, on the other hand, is a signal that a campaign has truly resonated. 

In a world where retail media networks are booming and every brand is shouting for attention, it’s easy to assume the solution for growth is simply more spend. But for challenger brands, the reality is different. Outshouting the competition rarely works. What matters more is visibility: understanding what’s actually driving results and having a clear, accurate view of performance.