In this Talks with Teads episode, Kristin Eardley, Head of Sales at Tastemade, joins Katie Secret, EVP of Global Marketing & GTM Strategy at Teads, to discuss how the media landscape is shifting beyond awareness into actionable engagement. From merging digital and physical retail experiences to evolving measurement frameworks, the conversation dives into how brands can better connect with today’s audiences.
Key Takeaways
1. It’s Not Just About Awareness Anymore
While top-of-funnel awareness remains essential, Kristin emphasizes that brands today are equally focused on outcomes. The bar is higher: advertisers want to connect with users in ways that lead to action—not just impression. The industry is moving past static video views and into interactive, conversion-oriented formats that bridge storytelling with performance.
2. Rethinking Measurement in a Hybrid World
Measurement strategies are evolving to capture more than just digital reach. As online and offline experiences blend—particularly in the retail space—Kristin points to the need for better attribution models and more sophisticated KPIs. It’s not enough to track views; the real value lies in tracking how media drives real-world behavior.
3. From Viewers to Participants
There’s a shift from passive consumption to active engagement. Kristin notes that the market is moving beyond the traditional 15-second spot, toward experiences that invite users to interact, explore, and even shop directly. These formats don’t just tell a brand story—they pull users into it.
4. Partners Will Power What’s Next
With the rapid pace of innovation, Kristin stresses the importance of experimentation and collaboration. Whether it’s exploring new creative tools or building more outcome-based frameworks, media partners—like Teads—are key in helping brands test, learn, and scale what works.
For more conversations with industry leaders, explore the full Talks with Teads series.