TVOT SF 2026: Outcomes: Have We Developed “Funnel Vision”?
Wednesday, December 2nd, 2026
11:20am - 12:10pm
The Sarnoff Room
The point of advertising has always been to deliver outcomes. These outcomes have obviously focused on the selling of goods and services. But traditionally they have also included all the steps in the consumer journey to purchase. Today a whole cottage industry has emerged around tying campaign exposure to product purchase at scale. Are we placing too much emphasis on the bottom of the funnel, because we can? What are changes in attitude, awareness, and intent worth, and can they be measured sufficiently robustly? Panelists include:
- Claire Browne, VP of Research, Adelaide
- Jon Stewart, Chief Customer Officer, Upwave
- Josh Chasin, Principal, KnotSimpler (Moderator)
- Kym Frank, SVP of Ad Sales Research, FOX
- Additional panelist TBA
