Paul Kasamias, Managing Director of Performics UK, kicked off a key event on the unrivalled reach of social media in the UK – a field with the ability connect across six times more channels than traditional VOD. Featuring talks by Performics’ Alex Campbell turned to the evolution and power of AI in media, highlighting key applications in marketing. Lewis Gomes of Meta turned the spotlight on the critical role of creative diversification in video advertising, which directly impacts return on investment, honing in on Meta’s toolkit to diversify ad formats and engage with diverse creators.
Shannon Mc Donald discussed the resurgence of creative influence in marketing due to AI advancements. By integrating production, creative, and media teams into a seamless platform, Publicis can efficiently produce targeted, impactful ads at scale. This holistic approach underscores the need for creativity to be both agile and data-driven.
Camille Bernard, Meta underscored the importance of measuring what truly matters. As video content continues to dominate social media, traditional click-based metrics are losing relevance. Instead, incrementality provides a more meaningful metric for determining success.
Performics UK’s Tom Clarke emphasised the shift towards more adaptive and frequent measurement techniques with Publicis Regression-Based Attribution (PRBA). This approach allows for comprehensive cross-platform optimisation, ensuring that attribution keeps pace with the dynamic media environment – read more in our published White Paper.
In summary, Polly Fox encapsulated the spirit of the event, affirming that the future of social media marketing lies in the strategic integration of AI, creative diversification, and robust measurement practices. A successful morning ensuring brands can thrive in an ever-evolving landscape.