Michael Scott, Global CRO, LoopMe: Why Brand Performance Is Back

What happens when marketers focus too heavily on the 5% of consumers already in market?

Michael Scott, Global Chief Revenue Officer at LoopMe, joins John Horsley live from Cannes Lions to discuss why brands need to start filling the top of the funnel again, and how better data, AI and real-time measurement are making brand investment easier to prove.

They explore the shift from web to mobile apps, the growing importance of first-party data, why immersive mobile experiences are becoming more valuable, and how AI is changing targeting, optimisation and product development.

Michael also explains why marketers need to simplify ad tech, move beyond jargon and focus on the outcomes that actually matter to the business.

In this episode:

  • Why over-investing in lower-funnel marketing eventually runs out of road
  • How AI and LLMs are changing web and mobile behaviour
  • Why first-party data is becoming critical to brand performance
  • How marketers can quantify upper and mid-funnel investment
  • Why mobile apps offer brands a more immersive customer experience
  • How AI enables near real-time audience optimisation
  • Why ad tech needs to make the complex simple
  • The value of long-term brand building over constant promotion
  • Michael's advice to people starting their careers: “Just say yes.”

Recorded live at Cannes Lions International Festival of Creativity.

The Business of Marketing brings together senior leaders shaping the future of marketing, media, technology and business.

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