LATEST DEVELOPMENT
SXSW 2025 session "The New Rules of Brand Engagement" highlights evolving advertising effectiveness principles, supported by NCSolutions' research on what drives consumer connection.
INDUSTRY TALK
“Building community and authenticity with consumers over the long term, focusing on brand love and connection rather than solely chasing short-term KPIs.”
BY THE NUMBERS
NCSolutions data reveals:
49% of sales impact comes from creative quality
Brand building influence increased from 15% to 21% (2017-2023)
Targeting contribution rose from 9% to 11%
Reach importance declined from 22% to 14%
Recency consistently contributes 5% to sales
MARKETING EVOLUTION
Key industry shifts include:
Creative remains paramount despite tech advances
Brand building gaining importance over immediate ROI
Quality targeting replacing broad reach strategies
Full-funnel measurement becoming essential
Balanced marketing "diet" outperforming single-channel focus
EXPERT PERSPECTIVES
Industry leaders emphasize:
"Earned first approach" for authentic connections
Community building over short-term KPIs
False precision risks in performance-only marketing
Brand love as foundation for long-term success
Holistic measurement across marketing touchpoints
THE BOTTOM LINE
Modern advertising effectiveness requires balancing creative excellence with strategic brand building, targeted reach, and sophisticated measurement—moving beyond performance-only approaches to create lasting consumer relationships.