Brand vs Performance: The ROI Showdown
Summary
As Meta doubles down on AI-powered performance, brand marketing risks being left behind. But smart brands still invest in brand, track incrementality, and measure long-term ROI—especially through channels like direct mail and catalog campaigns.
Transcript
When Zuck says that Meta is going to move more and more towards this AI driven system. You put dollars in, you get conversions out. It tells me they're squarely in the performance corner, and there's this whole world of brand advertising and brand investments that may be left outside of the metal world. It brings up this debate we have a lot about like spending on performance and spending on brand.
This is common at Post Pilot where we do incrementality testing. We've got holdout groups, and we can show a brand specifically which households received the postcard or the catalog, and we could show them what their ROI is on a certain campaign.