8 Key Takeaways from Tinuiti Live 2024
Tinuiti Live 2024 “Hit Your Marketing Bliss Point: Full-Funnel Performance for Digital-Forward Brands,” was a day packed with actionable insights, networking experiences and success stories from iconic brands on how they are addressing today’s most formidable marketing challenges. Keynote speakers included NBC’s “Meet the Press” moderator Kristen Welker, discussing politics and media, and Christina Tosi, the visionary pastry chef behind Milk Bar.
Determined to make all your data not only measurable but actionable? Achieve true, cross-channel integration? Make the best decision about where to invest your next media dollar? Tinuit Live, held on May 15, 2024 in NYC, answers all of those questions and more.
Here’s a recap in case you missed it. Plus, you now have access to on-demand sessions addressing how to get your brand to hit its Marketing Bliss Point.
Top Takeaways and Expert Insights From Tinuiti Live
Diana DiGuido, Chief Client Officer at Tinuiti closed the day with three key themes:
- The Quantitative Revolution Remaking Marketing: Over the past four decades, we’ve witnessed a transformation in marketing and what it means to be a marketer. The fundamentals such as understanding your customer and communicating the value of your product have not gone away and are as important as ever. They are now mediated by data and technology in a landscape made increasingly complex by the fragmentation of audiences.
- Measurement and Media are 100% Interlinked: This combination used to take weeks, or even months to get Media Mixed Modeling (MMM) data translated into useful insights. Now we can provide it in real time.
- Empowering Bold Decisions for the Future: The goal of measurement isn’t merely to validate past results but to empower marketers with the confidence and agility to make the best and boldest decisions moving forward.
With these themes in mind, here’s a closer look at some of the standout sessions from the day!
Why Brands Need to Hit Their “Marketing Bliss Point”
The core of the day came down to achieving a brand’s “Marketing Bliss Point.” But what does that really entail?
Sean Odlum, Tinuiti’s Chief Product Officer, emphasizes our focus: tackling cross-channel measurement challenges for holistic ROAS. Our aim? Deliver tangible solutions that seamlessly integrate into your operations.
Revealed on stage, Bliss Point by Tinuiti empowers us to measure what was once difficult to quantify—not merely to validate past outcomes, but to inform future decisions.
Throughout the day, key areas explored included:
- Rapid Media Mix Modeling
- Always-on Incrementality
- Brand Equity
- Creative Insights
- Forecasting
Why Brand Equity is Vital for Business Success
At Tinuiti, brand equity encompasses the collective perceptions of your product’s value and overall brand sentiment. These perceptions heavily influence consumer behavior, thereby impacting revenue over time.
“By quantifying the impact of brand equity alongside performance marketing, it enables more informed decision-making for clients, stronger ROI assessments, and more meaningful business outcomes,” Jason Dailey, Director, Head of Agency, Meta said.
We believe that brands matter more than ever, brands are now at an inflection point where building long-term brand value is not just a nice-to-have, but critical to the success of their business.
Jason Dailey, Director, Head of Agency, Meta
Tinuiti elaborated on the work we were actively doing with Meta in 2024 to provide a deeper dive into our collaborative efforts supporting brand health measurement.
Streaming Ads Offer Meaningful On-Screen Interactions and Measurement
Streaming video advertising provides an effective connection between a brand and an interested consumer through the trinity of sight, sound, and motion. Streaming also allows brands to optimize their ads with modern machine learning and future proof them with first party data.
According to Andrea Silva, Sr. Director of Digital Marketing at Brooks Brothers, the pandemic forced a reevaluation of their own marketing strategy. They shifted focus from solely performance-based tactics to also address awareness challenges, necessitating a broader approach to attract both existing and new customers.
An area we knew we could reach not just new customers but also re-connect with our existing base was to run OTT campaigns, meeting them on a new screen in a new way.
Andrea Silva, Sr. Director of Digital Marketing, Brooks Brothers
Modern soda brand, Poppi shared a similar narrative.
Incorporating TV and streaming into our marketing mix allowed us to move beyond immediate sales goals and prioritize long-term brand building and customer engagement.
Andy Judd, CMO, Poppi
Judd highlighted a common challenge among brands: acknowledging the significance of measuring digital marketing’s impact on in-store purchases. He emphasized how measurement and analytics formed the backbone of Poppi’s marketing strategy, allowing them to gauge the effectiveness of digital ad campaigns and make informed, data-driven choices.
YouTube Shorts is a Game-Changer for Digital Storytelling and Brand Growth
With platforms like TikTok and Reels reshaping how we consume content, YouTube introduced its own game-changer. Enter: YouTube Shorts, an exciting new channel for quick and impactful storytelling.
Boasting a staggering 30 billion views per day globally [and growing], Shorts has become a powerhouse of engagement, offering advertisers a dynamic space to connect with diverse audiences.
Away, a luggage and travel company is a great example of how to leverage YouTube to scale new customer acquisition. In their recent Tinuiti Live session, Away explained how YouTube emerged as a key platform due to its immense reach and audience potential.
For performance marketers, exploring new channels like YouTube is essential for adaptation. Measurement becomes crucial, combining platform and first-party data with Mixed Media Modeling (MMM) and incrementality testing.
With Tinuiti’s exclusive access to YouTube beta programs, Away efficiently scaled its presence on the platform.
We’re lucky to have Tinuiti as an extremely strong partner who’s done this before.
Christine Rhea, Sr. Director, Marketing, Away
The Value of Mastering Audience Engagement in 2024
In 2024, effectively reaching and engaging audiences is crucial. Kristen Welker, NBC’s “Meet the Press” moderator, exemplifies this by simplifying complex topics for all viewers.
I don’t make assumptions on what the audience knows. I try to strip the Washington speak out of the conversation and make it understandable to people who have read five newspapers and people who might not have.
Kristen Welker, Moderator, “Meet the Press”
TIAA also prioritizes audience engagement by addressing the retirement gap. They focus on #RetireInequality, highlighting that 54% of Black Americans lack sufficient savings and that women retire with 30% less than men. By challenging industry norms and partnering with Tinuiti, TIAA fosters conversations to ensure financial security for all.
How to to Re-Experience Tinuiti Live
Dive into our Tinuiti Live client case studies for a peek into our adventures partnering with different industries, crafting top-notch strategies, and cheering on business growth. Also, be sure to check out our [on-demand] Live Session recordings now available or get in touch with us today.
This post was authored by Tara Johnson, Senior Manager, Content at Tinuiti.
