Reach Is Losing As A Paid Media KPI: 4 Signals From Jupiter Festival Miami For 2027 via @sejournal, @gregjarboe

The first Jupiter Festival Miami has revealed signals that may impact paid media planning for 2027, particularly in regards to the use of reach as a key performance indicator. Executives who buy and sell premium video spent three days discussing the future of paid media, highlighting the potential shift towards attention, creators, and streaming.

This shift matters for social commerce as it may lead to changes in how brands measure the success of their paid media campaigns. By focusing on attention, creators, and streaming, brands may be able to drive incremental sales and better understand the effectiveness of their advertising spend. As a result, social commerce platforms and advertisers will need to adapt their strategies to prioritize these new metrics.