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PODCAST / EPISODE 78
How digital advertising helps build brand equity with Meta
with Michael Mandato & Hillary Oestreicher
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Tune in to our session from #TMRE23, where Michael and Hillary sit down to talk about how digital advertising helps build brand equity.
Drawing on 17 cross-media campaigns across Europe, new research shows that digital advertising drives brand equity. Commissioned by Meta, GfK data reveals the different marketing channels that help with brand building efforts at every stage of the funnel. From brand awareness to brand favorability, join this session to see how marketers can optimize digital advertising efforts for higher impact and efficiency by leveraging the power of a mixed-media approach.
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Michael leads GfK’s global partnership with Meta. He has extensive media measurement experience, having spent 10+ years working with agencies, brands, and publishers to measure the impact of advertising on their brand health. He’s led the implementation of hundreds of cross-media studies and copy-tests, and he’s helped dozens of clients understand how their ad campaigns are performing, so they can make tactical improvements to maximize their ROI. Prior to GfK, Michael spent 12+ years at The NPD Group in a variety of roles, including sales. product, marketing, and online-panel building. He is passionate about quality research and helping business use data to extract signal from the noise. He also enjoys long distance running and theatre in his spare time.
Marketing Science Manager Meta
Hillary is a Marketing Science Partner Manager at Meta. She has been with the company for seven years helping brands derive more impact from their marketing investments by making decisions grounded in data and science. Prior to her current role, Hillary spent over a decade at Kantar, measuring advertising effectiveness across media channels and verticals. She graduated NYU as a Marketing major with a concentration in Media, Entertainment and Technology. Hillary spent most of her career in New York and Chicago but recently returned to her hometown of Albuquerque, NM with her family where she works remotely.