How AI is reshaping media planning and measurement
Every media plan now speaks to two audiences. People still choose the brands they feel connected to, and AI systems increasingly shape which brands people discover, compare, and consider. BERA.ai’s LLM Brand Rankings connects these two perspectives, helping marketers compare how AI models rank their brand with how consumers perceive it. Media planning was the […]
How creative platforms help brand multiply performance
Only about 5% of potential buyers are shopping in a category at any given time, according to the 95-5 rule. The other 95% will cycle into the market later, and the brands they remember have the advantage when they do. According to BERA.ai data, that advantage holds across the funnel. Brands with stronger equity convert […]
Speak the CFO’s language to make brand an investment
Only half of CEOs and CFOs believe advertising drives brand and business growth. At BERA’s Multiplier Playbook Day, leaders working to tie brand investment to business results heard an expert panel take on how to win over that skeptical half. Elspeth Rollert, CEO of The Marketing Cloud, moderated a conversation with panelists from across agencies, […]
How balancing brand and performance can double ROI
Companies that shift from a performance-dominated mix to a balanced one see a median 90% lift in revenue ROI, and the reason comes down to how brand and performance work together. At BERA’s Multiplier Playbook Day, a gathering of marketing, insights, and analytics leaders focused on connecting brand investment to business growth, David Tiltman, chief […]
Tuesday Tips Ep. 3: Distinguish Trends From Noise for Better Decisions
A single data point shows you where a metric stands. A longer view shows you how it got there. Consideration could be climbing steadily, recovering from a dip, or holding flat with normal variation around it, and a single snapshot could look identical in all three cases. Telling those patterns apart requires tracking the metric […]
Tuesday Tips Ep. 2: Turn Brand Health Data into Action
Even though many marketing teams prioritize making decisions based on spend, conversion, and reach, brand growth can slow well before performance metrics show a problem. Performance data is easier to act on, but by the time sales numbers move, an underlying brand health issue could have already been building for a while. Brand health is […]
Tuesday Tips Ep. 1: Unlocking Growth with Custom Audiences
Strong brand growth starts with a clear understanding of the audience that matters most. Marketing teams often respond to underperforming campaigns by changing creative, testing new messages, or adjusting media plans. Those changes can help, but they won’t solve a weak audience strategy. When your audience definition is too broad, every decision that follows starts […]
Cultural Brandscape: The Real Competition You’re Not Tracking
Consumers experience brands within a much broader cultural context than any category can capture. Trends, values, identities, lifestyles, entertainment, and communities all shape which brands feel relevant to them.A sneaker brand competes for attention alongside footwear companies, fashion labels, music, streetwear, and other brands connected to the same cultural space. A premium skincare brand may […]
LA28 Can Build Brand Strength From the Inside
During the panel discussion Made in America — How LA28 Is Rewriting the Rules of Sports Marketing, presented at Sport Beach during Cannes Lions 2026, the conversation showed how a major partnership can build more than external visibility. Sponsorships like LA28 can give employees a clearer connection to the brand’s purpose, values, and role in […]
How LA28 Sponsors Can Demonstrate Real ROI Behind Olympic Investment
Olympic sponsorship comes with scale, cultural relevance, and visibility that few properties can match. According to BERA data, the Olympics rank as the most loved sporting event in the United States among adults 18-34, topping the Super Bowl, World Series, NBA Finals, Stanley Cup, and World Cup. That level of attention gives sponsors a strong […]