{"id":8844,"date":"2025-07-10T01:15:44","date_gmt":"2025-07-10T05:15:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/10\/the-missing-piece-of-the-outcomes-era-debate\/"},"modified":"2025-07-11T06:28:27","modified_gmt":"2025-07-11T10:28:27","slug":"the-missing-piece-of-the-outcomes-era-debate","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-missing-piece-of-the-outcomes-era-debate\/8844\/","title":{"rendered":"The Missing Piece of the \u201cOutcomes Era\u201d Debate"},"content":{"rendered":"\n

By Justin Choi, Founder and CEO, Nativo<\/em><\/p>\n\n\n\n\n\n

Depending on who you\u2019re talking to in the ad industry, we\u2019re either entering the Outcomes Era<\/a>\u2014or the Outcomes Era is already dead<\/a>. Both sides miss the point.<\/p>\n\n\n\n\n\n\n\n

This isn\u2019t about whether outcomes matter. Of course they do. But focusing solely on outcomes without understanding what leads to them is a strategic failure. You don\u2019t drive action without first earning consideration. And yet, that essential middle of the funnel\u2014where opinions form and preferences shift\u2014has been mostly ignored by the industry.<\/p>\n\n\n\n\n

Outcomes Are Often Gamed, Not Earned<\/strong><\/h2>\n

When outcomes become the only metric that matters, the industry stops thinking about persuasion and starts thinking about credit. That\u2019s how we ended up with an entire ecosystem of intent thieves\u2014players trying to insert themselves as close to the point of conversion as possible, just to claim attribution.<\/p>\n\n\n\n\n\n

This approach rewards proximity over impact. It\u2019s less about whether a message changed someone\u2019s mind and more about whether a pixel fired at the right moment. That kind of thinking doesn\u2019t build brands. It builds scavengers\u2014one incentivized to take credit rather than create outcomes.<\/p>\n\n\n\n\n\n\n\n

In the rush to prove performance, we\u2019ve let the message itself fall by the wayside. And with it, we\u2019ve lost one of advertising\u2019s most essential functions: shaping opinion.<\/p>\n\n\n\n\n

You Can’t Have an Outcome without First Being Considered<\/strong><\/h2>\n

Consumers don\u2019t wake up one day and buy something out of nowhere. The purchase is the final stop on a longer journey\u2014one that usually includes conversations with friends, editorial reviews, social proof, comparison shopping, and more.<\/p>\n\n\n\n\n\n

This is the consideration phase. And it\u2019s where most brands lose visibility. Take travel, for example. A person thinking about a summer vacation doesn\u2019t go straight from \u201cI want a break\u201d to booking flights. They chat with friends to hear about recent trips. They browse travel sites for ideas. They look up lists like \u201cbest places to visit in July\u201d or \u201chidden gems in Canada.\u201d They might spend days bouncing among YouTube videos, destination guides, TikToks, and Tripadvisor reviews\u2014comparing hotels, reading up on things to do, checking prices, weighing how far their budget can stretch. At every step, they\u2019re signaling intent and forming preferences. But unless a brand\u2014say, a popular hotel chain\u2014is present in those environments with relevant, helpful content, it\u2019s missing the opportunity to transform awareness into action.<\/p>\n\n\n\n\n\n\n\n

After all, for a lot of brands\u2014especially in the Fortune 1000\u2014awareness isn\u2019t a challenge. These companies have been around for decades. Their names are known. The real challenge lies in staying part of the conversation once a potential customer starts considering their options.<\/p>\n\n\n\n\n\n\n\n

While top-of-funnel awareness campaigns and bottom-of-funnel performance tactics are mature, optimized, and measurable, the middle of the funnel remains a black box. Brands invest billions trying to get people to pay attention or take action, but they often have no idea what happens in between.<\/p>\n\n\n\n\n\n\n\n

That gap is a problem\u2014and it\u2019s where growth is leaking out.<\/p>\n\n\n\n\n

The Mid-Funnel Is the Industry’s Choke Point<\/strong><\/h2>\n

The ad industry has spent years refining tools for reach and tools for conversion. But tools for impact\u2014especially impact on consumer thinking\u2014are still scarce. Banner ads don\u2019t change people\u2019s minds\u2014ever. The focus must be on engaging and persuasive content, as well as higher-impact formats.<\/p>\n\n\n\n\n\n

That\u2019s why so much of the conversation around outcomes rings hollow. If we can\u2019t see or influence the part of the journey where decisions are actually being made, what are we really optimizing for?<\/p>\n\n\n\n\n\n\n\n

We\u2019ve got programmatic pipes that can deliver impressions to the \u201cright person\u201d in milliseconds. But how do we know we\u2019re not delivering the wrong ad to that right person? If you ask marketers which content actually drives someone to consider their brands, most won\u2019t have a clear answer. And that means their bottom-funnel efforts aren\u2019t as effective as they could be.<\/p>\n\n\n\n\n

If You Want Better Outcomes, Build a Better Middle<\/strong><\/h2>\n

There\u2019s nothing wrong with optimizing toward outcomes. But outcomes don\u2019t appear out of thin air.<\/p>\n\n\n\n\n\n

Marketers who want to drive real growth need to stop chasing intent and start shaping it. That means reclaiming the middle of the funnel\u2014not as a vague concept, but as a measurable, targetable, and accountable part of the customer journey. After all, 71% of digital content consumers have said engaging and interesting content from a brand makes them trust that brand more<\/a>.<\/p>\n\n\n\n\n\n\n\n

We know that personalized brand storytelling effectively drives consideration. For example, Nativo content insights have found native articles deliver an average +5.4% lift in purchase consideration versus standard digital formats, with 1.3x more time spent with native articles than with traditional branded content. Likewise, multimedia content (e.g., video plus editorial) leads users to spend more time with content, indicating deeper engagement and information seeking (all key indicators of mid-funnel interest). Native video in particular generates 50% higher brand lift compared to pre-roll.<\/p>\n\n\n\n\n\n\n\n

At the same time, shaping the mid-funnel also means holding media and technology partners to a higher bar. The same rigor we expect from performance channels needs to apply here.<\/p>\n\n\n\n\n\n\n\n

The industry has figured out how to scale awareness. It has figured out how to capture conversions. Now, it needs to figure out how to drive consideration at scale.<\/p>\n\n\n\n\n\n\n\n

Ultimately, declaring the Outcomes Era \u201cover\u201d is meaningless if we never understood what outcomes are built on in the first place. This isn\u2019t about naming a new era. It\u2019s about recognizing a longstanding oversight and finally doing something about it.<\/p>\n\n\n\n\n\n\n\n

The future of brand growth depends on how well we illuminate, support, and activate the mid-funnel. That\u2019s where minds are changed. That\u2019s where momentum is built. Ignore it, and outcomes will always remain just out of reach.<\/p>\n","protected":false},"excerpt":{"rendered":"

The future of brand growth depends on how well we illuminate, support, and activate the mid-funnel. That\u2019s where minds are changed. That\u2019s where momentum is built.<\/p>\n","protected":false},"author":7,"featured_media":8845,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-8844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"\nThe Missing Piece of the \u201cOutcomes Era\u201d Debate | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-missing-piece-of-the-outcomes-era-debate\/8844\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Missing Piece of the \u201cOutcomes Era\u201d Debate\" \/>\n<meta property=\"og:description\" content=\"The future of brand growth depends on how well we illuminate, support, and activate the mid-funnel. 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