Upper Funnel and Lower Funnel is outdated. Brand vs. Performance seems to always draw quizzical looks and confusion. What’s the right split/definition? Is it “long-term effect” versus “no long term effect?”

Interesting question. I think the right way to think about it is: does this ad drive higher long-term, customer lifetime value or brand equity or not. Upper vs. lower funnel is related to where in the purchase decision-making process a consumer is in. This is still very relavent for items with long purchase cycles like cars and other larger ticket items. The reason it is related to sales is that these ads must build brand equity and customer lifetime value since much of the adveritising won't air right before the purchase. Brand vs. Performance is relevant when we are measuring an item that can be bought with a click. Performance advertising can still build brand equity, and should attempt to. With long-term offering a doubling effect, why wouldn't you work to build it?