The Media Lift Effect: Episode 1 - Rethinking media and creative
August 2025
Social ad spend is growing but over half of it still goes to waste. In this first episode of The Media Lift Effect, a special SocialMinds × Brave Talk collaboration, host Eve Young is joined by Gareth Harrison (SocialChain) and Mark Byrne (Brave Bison) to unpack why performance is falling short — and what needs to change.
They explore the new realities of rising CPMs, fractured attention, and misleading last-click attribution. And introduce a smarter model built for how people move through social: aligning creative, media, and measurement to reduce waste and lift performance.
From creator content to dwell time, organic signals to data-driven attribution — this is your reset on what effective social performance really looks like.
Watch the full podcast below.
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