We’ve been busy!
In Q1, Mile Marker wasn’t just sitting back and watching the industry evolve. We were right in the thick of it, leading the charge at some of the biggest events in the marketing and media space. From Scott Shamberg’s insights at eTail Palm Springs to the release of groundbreaking tools at Ramped Up, Mile Marker continues to demonstrate why we’re more than just another independent agency.
Here’s a quick rundown of what we were up to, and the lessons we’re taking with us into the next quarter.
eTail Palm Springs: Connecting Brand and Performance
At eTail Palm Springs, Scott Shamberg, President and CEO of Mile Marker, took the stage and shared his thoughts on building brand trust in a world where consumers are more discerning than ever. His message was simple: authenticity is key, and it’s not about rushing the process.
Key Takeaways:
- Trust Takes Time: It’s not something you can buy. It’s earned through consistency and aligned values. Brands need to take their time to nurture this.
- Use Top-of-Funnel Media for What It’s Meant To Do: Don’t overcomplicate it! Top-of-funnel media is about driving awareness and visits, both online and in-store. Measure it in the way it’s meant to work, focusing on building familiarity and engagement, not immediate sales.
- Moments Matter: Sometimes, the most impactful emotional connection is right in front of you. One mattress company cleverly connected with gamers, showing them that if you “…sleep better, you win more”
- Test Without Fear: Don’t be afraid to fail. The real learning comes when things don’t go according to plan. Build the failure into your plan.
- Fill Your Funnel: You can’t convert from an empty funnel. Top-of-funnel brand media is essential for fueling the performance channels that will accelerate conversions at the bottom.
Scott’s session was a reminder that building a successful brand is a marathon, not a sprint. And in 2025, it’s about staying authentic, thinking long term, and having the patience to build trust.
Ramped Up: Interoperability and the Future of Cross-Platform Integration
Next up was Ramped Up, where the theme was clear: interoperability is the key to winning.
In today’s complex marketing landscape, success comes from the ability to adapt quickly and seamlessly work across platforms and systems. The most successful teams are those who embrace flexibility and collaboration, making the most of every opportunity to connect data and insights. This is something we at Mile Marker excel at.
Key Takeaway: The Power of Interoperability: In a world full of fragmented data and systems, the most agile teams will be the ones who can integrate across platforms. This is exactly why Relay, our custom analytics tool, is a game-changer. It brings everything together to give brands the data insights they need to make smarter, faster decisions.
Oh, and the big news from Ramped Up? The release of the Cross Media Measurement platform, a potential game changer for clients who want to track cross-platform reach and frequency. It’s a big win for CPG clients, too, enabling better tracking of in-store sales.
Digiday Media Buying Summit: The Rise of Retail Media (But with Challenges)
Then, we hit the Digiday Media Buying Summit, where Retail Media Networks (RMNs) took center stage.
With retailers eager to open up their data and inventory to non-endemic advertisers, the opportunities are clear, but there are also growing concerns around the lack of standardized metrics across RMNs.
Key Takeaway: Sustainability of Retail Media Growth: Retail media is booming, but it’s still a bit of the wild west. The industry needs standardized metrics to prove the incremental value of investments. Brands want to know that what they’re spending is truly working. In the face of rising expenses, traditional channels like direct mail and insert media can offer a cost-effective way to complement retail media, providing an additional layer of targeting and measurable impact.
The buzz around RMNs is proof that retail media is here to stay. But for it to truly flourish, the industry needs to come together to agree on the metrics that matter most.
What’s Next? Mile Marker at Possible Miami
And that’s just the beginning. In a couple of weeks, we’ll be at Possible Miami, continuing our work as thought leaders and innovators in the media space. Stay tuned for more insights and more takeaways!
