Investing in Upper-Funnel Marketing Is a Long-Term Play

Shutterstock is focused on capturing extensive data to increase awareness

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Shutterstock CEO Stan Pavlovsky shares the thinking behind a recent video campaign. Below, in his own words, he insists that a slower-paced, longer-term focus on performance can pay off for brands at any stage.