An advertiser’s guide to integrating branding and performance goals: Tactics and insights for omnichannel campaigns with impact

This Tactics + Insights guide, sponsored by Vistar Media, explores the opportunities that arise from integrating branding and performance marketing channels. As part of this report, Digiday and Vistar Media surveyed 113 marketing professionals to learn more about how they balance and prioritize budgets and objectives across both approaches.

Marketers face constant pressure to build brand recognition while driving bottom-line results. However, branding and performance goals are typically executed through separate campaigns and distinct strategies, escalating costs and leading to missed opportunities for optimization and cross-channel synergy.

This challenge is evident in a survey of 113 marketing professionals conducted by Digiday and Vistar Media. When asked about the biggest obstacles to achieving their marketing goals, the top responses were cost restrictions and siloed data operations.

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