Join Upwave, and expert panelists from across the industry, as we discuss The Rise of Performance Branding on Tuesday, May 7th at 1pm EST / 10am PST.

There are two distinct business functions of advertising: generate future demand and capture existing demand.

Direct Response marketing or performance marketing captures existing demand, while brand building generates future demand. Historically, brand building (and brand measurement) has been seen as a ‘nice to have.’ The assumption being that it’s fluffy, luxurious, not too analytical, not too scientific.

However, advertisers aren’t–or at least, shouldn’t–be behaving the way they have been for decades, with a passive branding, set-it-and-forget-it mentality. Instead, Performance Branding is the opposite. Performance branding brings the same analytical rigor, optimization and systematic approach of lower funnel campaigns to upper funnel campaigns.

Register now, and learn more.