Capturing attention and scaling true incrementality across the disrupted journey
Why attend?
In today’s economic climate, competing on automated ad setups and flat CPA targets alone is no longer enough to drive sustainable business growth.
Meta’s broad AI algorithms have fundamentally transformed paid social. But as automated setups become the industry standard, gaining a true competitive edge requires more than default inputs – it requires strategic signal control, high-impact visual creative, and advanced measurement.
The reality is that the modern customer journey has been completely disrupted. Buyers no longer follow a linear path from a single ad click to an immediate purchase. Instead, they move fluidly across digital channels – building intent and trust through aggregate attention across Meta and complementary high-attention environments (like Online Video, CTV, and Audio).
At this exclusive morning session, Impression and Meta come together to unpack the new performance playbook. You’ll learn how to engineer clean 1st-party data to steer Meta’s AI engine, surround prospects with high-attention visual touchpoints across the web, and construct a measurement stack your CFO will champion. This is how brands move beyond incremental gains to achieve true Growth. Multiplied.
***Please note – This event is for brand-side marketers only. On this occasion, we are unable to allocate tickets to agencies, freelance workers or consultancies. If you do not work for a brand, we will, unfortunately, be in touch to cancel your ticket. ***
What you’ll learn:
- Algorithmic control and business-first optimisation: Move away from platform vanity metrics by passing custom 1st-party data and CAPI signals into Meta’s automated setups—steering algorithms towards high-margin, high-LTV customers and true business profitability.
- Capturing attention beyond Meta: Practical frameworks to leverage complementary media formats outside of social (such as Online Video, CTV, and Audio) to surround prospects across a disrupted buyer journey and amplify Meta campaign performance.
- Creative as the new targeting engine: Strategies for building visual diversity and persona-led messaging into your creative pipeline, using creative scale as your primary lever to unlock net-new audience clusters within broad targeting.
- Full-funnel measurement and incremental proof: Practical methodologies for geo-holdout testing, Meta lift studies, and Marketing Mix Modelling (MMM) to separate true incremental revenue from baseline organic demand.
Agenda & Session Details
09:00 – 09:30 | Registration, Breakfast & Networking
Enjoy complimentary breakfast and network with senior marketing peers and Meta product specialists in London.
09:30 – 09:40 | Welcome & Opening Remarks (Liam Wade, Impression)
The disrupted journey and the new battleground
Uncover why standard campaign optimisation has hit a ceiling and why surviving in 2026 requires a new approach to performance marketing.
09:40 – 09:55 | Meta Keynote Presentation (Meta Product Specialist)
The next era of performance: What’s new inside Meta’s AI engine
Discover the newest features, signals, and automation updates rolling out across Meta’s ecosystem, and how Meta is evolving to support true value-led business growth.
09:55 – 10:20 | Session 1 (Amy Stamper, Impression)
Beyond the black box: Steering Meta’s AI with signals and creative
Master how to steer Meta’s algorithm toward high-LTV buyers using your business data, bidding for value over volume, and persona-led creative diversity as your primary targeting engine – backed by real experiment findings to drive true incremental profit.
10:20 – 10:45 | Session 2 (Harriet Fitzgerald, Impression)
Winning Brand Attention Outside the Social Feed
Discover how pairing off-social programmatic video with Meta’s performance engine creates the deep, lean-back attention needed to build lasting mental availability and lower downstream acquisition costs. Learn how to apply the ‘hook and hold’ creative framework to prime audiences across non-linear buyer paths and maximise total campaign efficiency.
10:45 – 11:05 | Session 3 (Liam Wade, Impression)
Proving and acting on what drives incremental growth
Discover how to combine geo-holdout tests, incrementality testing, lift studies, and Marketing Mix Modelling to measure aggregate attention, optimise your media decisions and defend full-funnel budgets to your CFO.
11:05 – 11:35 | Panel Discussion & Interactive Q&A:
Growth. Multiplied: Real tests and media strategies to win
An open conversation featuring Impression strategists, Meta product leads, and guest client speakers exploring real-world testing challenges, aggregate attention, and multi-channel budget allocation.
11:35 – 12:00 | Networking & Close
Location
Meta Kings Cross
“Can You Hear Me?” Room
11-22 Canal Reach
London N1C 4DB
Nearest London Underground station:
King’s Cross St. Pancras
Walking Time: Roughly 10 minutes
Available Lines: Circle, Hammersmith & City, Metropolitan, Northern, Piccadilly, and Victoria lines
An alternative nearby station is Mornington Crescent, though it is a longer walk (about 16 minutes).
Nearest Car Park:
Handyside Car Park
Located roughly a 5 to 7-minute walk north of the Meta building.
