When you can’t optimise no more

Performance marketing is at a turning point. Mark Byrne, Brave Bison’s director of paid media, argues that while optimisation once gave brands a competitive edge, automation has levelled the field. Today, creative and strategic thinking are the real differentiators.

In a fragmented media landscape, brands must blend paid, organic and creative disciplines to see the full picture. Mark introduces Brave Bison’s “Media Lift Effect” — a framework where organic social is used as a test bed and high-performing content is scaled through paid.

This unified approach is already delivering — brands adopting it have seen up to a 137% lift in conversion rates.

Read the full article on MediaCat.