We've Got Receipts

    — Topic —

    Performance Marketing

    4 receipts tracked • 83% industry hit rate

    — Filed —

    4 receipts on Performance Marketing

    Browse all →

    RECEIPT #MARK-R

    NOV 19, 2024

    Called it.

    PREDICTION BY

    Mark Ritson
    “…brands may finally be starting to realise they have gone too short, i.e. diverted too much of their budgets into lower funnel, short-term performance tactics versus brand investment.”

    FOLLOW-UP

    Industry discussions increasingly re-emphasize brand building vs short-term performance. Several large advertisers have publicly announced shifts of budget back toward upper-funnel/brand media, due to diminishing incremental returns from highly targeted performance channels.

    ORIGINAL SOURCE

    Mi3
    Brand BuildingPerformance MarketingBudget Allocation

    RECEIPT #MARK-R

    NOV 19, 2024

    Partially right.

    PREDICTION BY

    Mark Ritson
    “brands may finally be starting to realise they have gone too short, i.e. diverted too much of their budgets into lower funnel, short-term performance tactics versus brand investment.”

    FOLLOW-UP

    Commentary and some budget rebalancing support the idea that brands are starting to realize this, but the shift is not universal.

    ORIGINAL SOURCE

    www.mi-3.com.au
    Brand BuildingPerformance MarketingMarketing Strategy

    RECEIPT #MARK-R

    NOV 19, 2024

    Story still evolving.

    PREDICTION BY

    Mark Ritson
    “brands may have ‘gone too short,’ meaning too much budget had gone into ‘lower funnel, short-term performance tactics versus brand investment’”

    FOLLOW-UP

    No later supplied source directly measures this budget mix shift, though later commentary continues to reflect the same view, implying the issue persists or is still being discussed. The situation is still developing.

    ORIGINAL SOURCE

    Mi3
    Marketing StrategyPerformance MarketingBrand Building

    RECEIPT #JASMIN

    JAN 05, 2026

    Called it.

    PREDICTION BY

    Jasmine Enberg
    “Influencer marketing becomes more performance-driven – As the market matures, brands will prioritize measurable outcomes over vanity metrics, with creator marketplaces proliferating across platforms, media companies, and even retailers... Growth is going to be slower, and we think brands are going to be more intentional about how they’re spending their dollars... There’s going to be a lot more conversations about measurement.”

    FOLLOW-UP

    By 2026, influencer marketing firmly shifted towards performance-based deals, measurable outcomes, and robust analytics, with creator marketplaces becoming prevalent, aligning with the prediction.

    Influencer MarketingMeasurementPerformance Marketing