Max Connect Digital attended this year’s advertising week in New York City, here are our eight takeaways:
1. High-Value Consumer Targeting
Identifying high-value consumers is essential for brands seeking to maximize ROI and lifetime customer value. By analyzing data through platforms like GA4, marketers can gain insights into predictive metrics such as churn probability, purchase probability, and forecasted revenue. This enables brands to focus their efforts on retaining high-value customers and prioritizing marketing budgets for those likely to make repeat purchases or contribute more significantly to revenue. Predictive targeting ensures that advertising and retention strategies are tailored to audience segments that matter most, reducing waste and driving higher conversion rates.
2. Ad Resonance as a Key Metric
While reach and impressions are traditional metrics, ad resonance goes deeper by measuring emotional impact and memorability—factors crucial for nurturing customer relationships. Ad resonance can be enhanced by elements such as humor, compelling storytelling, and originality, which capture attention and make ads more memorable. As customers move through the funnel, resonant ads contribute to brand loyalty and advocacy, creating a lasting impression that boosts recall and facilitates smoother transitions from awareness to purchase.
3. TikTok as a Full-Funnel Platform
TikTok has rapidly evolved from an entertainment platform to a full-funnel marketing powerhouse. Its unique algorithm and engaging short-form content allow brands to reach potential customers at every stage of the buying process—from discovery to consideration to purchase. Users are highly responsive to content that feels authentic and organic, making TikTok an ideal venue for product launches, reviews, and demonstrations. By combining high engagement rates and a strong sense of community, TikTok drives exceptional Return on Ad Spend (ROAS) and product purchase rates, especially among younger, tech-savvy demographics.
4. Impression Quality over Quantity
While a high volume of impressions can boost visibility, the quality of those impressions is increasingly being prioritized by marketers. Attention metrics, such as time spent viewing or engagement levels, provide a clearer picture of ad performance and consumer interest. By focusing on impression quality, brands can better assess which ads are truly connecting with audiences, ensuring marketing dollars are allocated towards ads that not only reach people but also foster genuine engagement. This shift from mere visibility to impactful engagement aligns with evolving consumer expectations for meaningful brand interactions.
5. Machine Learning | AI in Marketing
AI and machine learning are transforming the marketing landscape by enabling hyper-personalized and predictive targeting strategies. Through these technologies, marketers can process vast amounts of data to better understand customer behavior patterns, segment audiences more precisely, and optimize advertising spend. By leveraging advanced algorithms, marketers can anticipate consumer needs, automate responses, and reduce manual work, which contributes to improved ROI and more effective ad campaigns.
6. First-Party Data Utilization
As data privacy regulations tighten, the strategic use of high-quality first-party data becomes critical. First-party data not only offers brands a competitive advantage by providing direct insights into customer behavior but also helps to build trust with consumers. With tools for sentiment monitoring, brands can gauge how their ads impact consumer attitudes and behaviors over time. By using first-party data effectively, brands can make more informed decisions, create more relevant marketing strategies, and respond to customer needs with precision, all while respecting consumer privacy and building trust.
7. Community and Relationship Building
In today’s market, brand loyalty is cultivated through community and culture rather than through transactional interactions alone. Brands that focus on building a sense of belonging and connection around their products often see more engaged and loyal customers. By creating spaces for consumers to connect, share experiences, and contribute feedback, companies foster a deeper brand affinity that goes beyond just product offerings. Such a relationship-focused approach encourages customer advocacy, emotional investment, and long-term loyalty, which ultimately drives organic growth and customer retention.
8. Out-of-Home (OOH) Advertising Potential
Digital brands are increasingly exploring out-of-home (OOH) advertising to broaden reach and spark brand conversations beyond online platforms. OOH advertising, particularly when combined with digital elements like QR codes, creates a seamless bridge to online engagement, extending brand presence and creating additional touchpoints. When used creatively, OOH can enhance brand visibility and drive engagement without relying solely on direct attribution. This approach can increase brand awareness in a way that complements digital campaigns, enhancing brand recognition and impact in public spaces.