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The Digiday Podcast

The Digiday Podcast

WTF are brand health metrics?

May 5, 2026 · 26 min · 19 segments

Is the era of performance-only marketing over? Performance returns are dropping. Brands are chasing AI visibility as LLMs take over search. All roads point to the return of 'brandformance.' Kimeko…

Is the era of performance-only marketing over? Performance returns are dropping. Brands are chasing AI visibility as LLMs take over search. All roads point to the return of 'brandformance.' Kimeko McCoy and Tim Peterson explain the brandformance to brand health metrics rebrand, and why marketers care about it again.

Is the era of performance-only marketing over? Performance returns are dropping. Brands are chasing AI visibility as LLMs take over search. All roads point to the return of 'brandformance.' Kimeko…

Spotify Apple Podcasts YouTube Website

Show signals: SuitabilitySafeBiasNot politicalAudience≈177k followers

Speakers: Tim PetersonHostKimeko McCoyHost

Top entities: Facebook×10 Large language model×12 Marketing mix modeling×11 Tim Peterson×11 Artificial intelligence×3

Welcome and Hosts0:00 – 0:29

Kimeko McCoyHost

0:00

[gentle music] Hello, hello, and welcome to another episode of the Digiday Podcast, a show for anyone using the word brandformance unironically.

Kimeko McCoyHost

0:19

I'm Kamika McCoy, senior marketing reporter here at Digiday.

Tim PetersonHost

0:21

I'm Tim Peterson, executive editor of video and audio at Digiday Media, and I'm very concerned-

Kimeko McCoyHost

0:26

[laughs]

Tim PetersonHost

0:26

... that people are using the term brandformance.

Tim PetersonHost

0:28

Kamika, what the hell?

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FacebookSoftware ApplicationSocial networking service
99%10 mentions
Large language modelEntity
96%12 mentions
Marketing mix modelingEntity
93%11 mentions
Tim PetersonPerson
90%11 mentions
Artificial intelligenceEntityProfessional field
88%3 mentions
BrandEntity
85%6 mentions
Direct-to-consumerEntity
82%7 mentions
Kool-AidBrand
79%1 mention
DigidayWebsite
76%4 mentions
Q ScoreEntity
74%4 mentions
ChatGPTSoftware ApplicationSoftware
71%2 mentions
Kimeko MccoyPerson
68%3 mentions
OpenAICompanyGenerative AI company
65%2 mentions
Super BowlEntityChampionship
63%1 mention
Farmers' AlmanacBook
60%1 mention
Customer lifetime valueEntity
57%1 mention
iPadProduct ModelMobile phone
54%2 mentions
Certified Public AccountantEntityJob title
51%1 mention
CTV Television NetworkCompanyTelevision network
49%2 mentions
VailCityMunicipality in Colorado
46%1 mention
GodEntitySupreme being
43%1 mention
GoogleCompanyTechnology corporation
40%1 mention
Procter & GambleCompanyManufacturing company
38%1 mention
Black MirrorTV SeriesBritish television series
35%1 mention
HollywoodAdministrative AreaNeighborhood in Los Angeles, California
31%1 mention
Los AngelesCityCity in California
31%1 mention
ClaudeSoftware ApplicationSoftware
26%1 mention
Nielsen HoldingsCompanyMedia company
24%1 mention
AdobeCompanyComputer software company
18%1 mention
MicrosoftCompanyTechnology company
18%1 mention
SemrushCompanySoftware company
18%1 mention
Frequency WeightingEntity
13%1 mention
Apple PodcastsSoftware Application
10%1 mention
YouTubeWebsiteVideo sharing company
7%1 mention
Mad MenTV SeriesAmerican drama series
3%1 mention
Madison AvenueTourist AttractionRoad in New York
3%1 mention

MetricsMarketing
E-commerceMarketing > Digital Marketing
Brand MarketingMarketing
Performance MarketingMarketing > Brand Marketing
AdvertisingMarketing
TrendsMarketing
Digital MarketingMarketing
Brand Health MetricsMarketing > Brand Marketing > Performance Marketing
AI in MarketingMarketing > Brand Marketing > Performance Marketing > Brand Health Metrics
Brand AwarenessMarketing > Digital Marketing > E-commerce
Consumer BehaviorMarketing > Digital Marketing > E-commerce > Brand Awareness
Media Mix ModelingMarketing > Advertising
Brand Lift StudiesMarketing > Advertising > Media Mix Modeling
Measurement MetricsMarketing > Advertising > Media Mix Modeling > Brand Lift Studies
Post-COVID MarketingMarketing > Trends
Direct Response AdvertisingMarketing > Trends > Post-COVID Marketing
BrandformanceMarketing > Trends > Post-COVID Marketing > Direct Response Advertising
Return on Ad SpendMarketing > Metrics
Customer Acquisition CostMarketing > Metrics > Return on Ad Spend
Brand PerceptionMarketing > Metrics > Return on Ad Spend > Customer Acquisition Cost
Marketing

Welcome and Hosts0:00 – 0:29

Kimeko McCoyHost

0:00

[gentle music] Hello, hello, and welcome to another episode of the Digiday Podcast, a show for anyone using the word brandformance unironically.

Kimeko McCoyHost

0:19

I'm Kamika McCoy, senior marketing reporter here at Digiday.

Tim PetersonHost

0:21

I'm Tim Peterson, executive editor of video and audio at Digiday Media, and I'm very concerned-

Kimeko McCoyHost

0:26

[laughs]

Tim PetersonHost

0:26

... that people are using the term brandformance.

Tim PetersonHost

0:28

Kamika, what the hell?