‎

Building long-term brand awareness is the foundation of sustainable growth for brands, no matter their size. While bottom-of-the-funnel performance marketing can capture existing demand, it’s upper-funnel brand building that introduces your brand to millions of potential new triers, expands household penetration, and creates the mental saliency needed to drive action. Ultimately, investing in brand awareness keeps your brand mentally available in moments of conversion. But to truly understand if your brand-building investments are working, you need the right measurement infrastructure in place.

That is where the modern measurement challenge lies. In an era dominated by walled gardens, relying solely on platform-native tools often means letting media platforms grade their own homework for brand lift (and ROAS, but we’ll leave that topic for another day).

To solve this, Haberman always recommends prioritizing funding for third party measurement. Your investment will pay out as you gain insights and apply timely optimizations to your media mix!

Rather than stitch together fragmented, channel-level reports with varying methodologies, we often recommend DISQO’s Brand Lift measurement to our clients. DISQO provides one unified read across the entire media stack – from digital and social to CTV, radio, and out-of-home. Their rigorous methodology uses mirror-matched control and exposed groups, offering a much stronger, holistic view of your brand’s growth than platform-native tools can provide.

At Haberman, we leverage DISQO to actively inform our campaign-level insights and tactical optimizations. By measuring traditional brand metrics alongside specific brand perceptions, we can measure whether our creative is successfully communicating key brand attributes to the intended audiences. We use these insights to optimize active flights – such as identifying the optimal frequency sweet spot (e.g., targeting 4-6 digital ad exposures per week for peak full-funnel impact) or determining whether Social or CTV is driving the strongest unaided awareness.

Are you ready to ditch the platform self-reporting & upgrade your measurement suite? Reach out and we’ll talk you through it!