Cody Plofker

Where in the country, and this is looking at TV, DMAs, designated market areas, right? Looking at like metros, basically.

Where in the country does your category, so in this case, wheeled coolers, where is there high demand? Where is there low demand for wheeled coolers based on search behavior? Where then is there high and low brand demand, meaning people searching for Arctic or people not searching for Arctic? And then it breaks it up into this quadrant, right? And so then we're looking at opportunities of, okay, where do we want, where would our media dollars be most effective? And we've actually found, and this can vary, for different brands and different categories, but the orange where there's high CDI, low BDI.

So category is rocking.

Like people are searching for wheeled coolers, right? But they don't really know you relatively speaking.

Watch time goes way up when you're doing awareness and view-based campaigns.

So if you're trying to drive overall lift, you got to lean into view-based campaigns.

If you're doing a little more, you know, overall sales lift and probably you'll lean more into demand gen. We've seen this again and again.

We actually saw this with a women's apparel brand recently and a few others where they've done multiple house incrementality studies and their best studies to date were at least 30% view-based campaigns.

I'm Conor McDonald.

I'm here with Cody Plofker, Conor Rollane, and we've got a very special guest, Sukesh Miriala, who's a director, PM at Meta, specifically for the core delivery product.

So we go super deep on Andromeda, Gem, Lattice.

We talk about value expression and what that means for marketers today.

It's been 17 full seasons already, but we're starting season 18.

We're starting it with a bang, okay? One of my best friends in this industry, his name is Cody Plofker.

You know the name.

You've heard it before.