Digital advertising occupies 34% of brand-focused marketing dollars in Canada and continues to gain share from offline media. That’s no small slice of pie, but actually a pretty healthy heaping of ad dollars. Sure, focusing on reach efficiency allows a greater opportunity for a digital ad campaign to find its desired audience, but this doesn’t guarantee that these creatives will resonate with consumers.
Savvy marketers use “brand lift” to measure advertising resonance beyond just reach metrics, and rightfully so. Brand lift measures the percentage increase in the primary marketing objective (e.g., awareness, favorability and purchase intent) that a brand advertising campaign drives. It’s a pretty significant metric. In fact, 73% of marketers consider brand lift the most appropriate metric for measuring brand advertising resonance.
In a recent analysis of Canadian digital advertising campaigns measured by Nielsen, 37% of campaign ads did not resonate with their audience. In other words, more than one in three campaigns failed to drive any brand lift in consumer awareness, favorability or intent among consumers who saw them.
Why could this be?