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2024 DMAP’s DIGICON: Decoding Ecomm Ad Formats’ Role in the Brand Funnel and Implications
October 15, 2024 @ 8:00 am - October 16, 2024 @ 5:00 pm
At Digicon 2024, Synergy’s President and CEO, Germaine Reyes, shared key insights from the Synergy-YouGov research conducted in collaboration with DMAP. The study revealed that video ads consistently drive engagement across the brand funnel, while non-video formats strengthen brand recall. It also highlighted which ad formats create the final “push” toward purchase, emphasizing the importance of using a mix of formats to stay top-of-mind and drive conversions across different categories.