Every marketer faces the same challenge: balancing long-term brand building with short-term performance goals. At Google, Siim Säinas, Social Measurement & Insights Manager, is tackling this challenge head-on—using AI, experimentation, and new measurement frameworks to refine marketing effectiveness.

Key insights from the episode:

• Brand vs. performance marketing isn’t a tradeoff—Google aligns them to maximize both short- and long-term growth.
• Creative testing is evolving—real-time AI analysis can pinpoint the exact moment an ad drives engagement.
• You don’t need a big budget to measure brand impact—Siim shares how direct traffic and share of search act as reliable proxies.
• Attention is the new currency in media measurement—why traditional reach metrics are becoming obsolete.
• AI is changing marketing strategy—from streamlining data analysis to optimizing creative and campaign execution.

Siim also highlights why controlled experiments, like exposed vs. control tests, are critical to proving what actually drives impact—not just what looks good on a dashboard.

Listen to the full episode: https://supermetrics.com/podcasts/google-siim-sainas 

What’s your biggest challenge in measuring media effectiveness? Drop your thoughts below!