ATTENTION IS RENTED. MEMORY IS THE NEW MEDIA

Summary from the TLDR Marketing newsletter

Reach and impressions show who saw a campaign, not what they remember. 47% of industry leaders say experiential marketing's value comes from long-term brand memory. Emotional intensity and physical presence can help brands cut through crowded digital feeds. The strongest activations create stories people keep talking about rather than generating a short-lived spike in attention. Brands are increasingly using physical experiences to turn campaigns into lasting cultural moments.