TVOT SF 2025: Fixing the Marketer’s Quagmire: Reconciling the Choice between Winning the Next Two Quarters (Traffic KPIs) or Winning the Next Two Years (Brand Equity)

In exploring the tough short-/long-term tradeoffs that marketers are faced with, a just-completed VAB study sheds new light on how an advertiser might “win at both simultaneously”—including a novel way of looking at category-specific and advertiser-specific traffic spikes that can come as an advertiser chooses brand-building in equal priority to filling their sales channels with productive leads. Presenter:

• Sean Cunningham, President and CEO of the VAB