Brand awareness is a measure of how familiar people are with your business. It is what comes before a consumer develops an interest in the product or service you offer.
At PropellerAds, we understand how important awareness is to business and have created solutions like our Popunder / Onclick format to help you boost it.
But first, what exactly is brand awareness, and why do advertisers need it? How do you even build awareness for your offers or measure the efficiency?
So many questions, right? We’ll discuss all that and more in the sections below.
Let’s get do it then.
Who Needs Brand Awareness?
Did you just say everyone?
Well, you’re not far off from the truth. Any entity that qualifies as a brand, whether an individual or a business, needs awareness of the services or products they offer. It isn’t a luxury for big names alone but a necessity for anyone looking to gain a competitive advantage, as well as a possibility of new leads.
While you can boost awareness for any brand with the Onclick format, some verticals, like eCommerce and iGaming, need more brand awareness than others. So, let’s focus on them.
- eCommerce: Awareness is critical in consumers’ purchase decision-making process. They are usually presented with various choices, but you can help them get familiar with and recall your brand through brand awareness.
- iGaming: Awareness is important in iGaming for various reasons, including customer retention and loyalty. By making more users familiar with your iGaming brand, you’re gaining a significant competitive edge as your customers tell others about you and increase your revenue.
Both niches are highly competitive, but brands can stand apart through effective awareness campaigns. Consumers make buying decisions based on trust, which comes with consistent brand visibility, but that is even more so for iGaming and eCommerce businesses.
Brand awareness also enhances the market presence for these brands, it encourages brand recognition and recall and boosts their return on investment.
What is Special about Brand Awareness Campaigns?
Let’s take a closer look at what makes such campaigns stand out.
Suitable Ad Format
Choosing the right ad format is key to any advertising campaign, and the Onclick format (also known as Popunder) is the best when it comes to building brand awareness. This feature is a powerful tool for boosting brand awareness because of its unique features.
It’s like the James Bond of advertising formats, stealthy and appearing mysteriously behind the current browser window, but also highly effective.
To help you make the most of your ads, we’ve just introduced a new feature to our Onclick (Popunder) ad format at PropellerAds — Campaign Audience Reach.
This feature allows advertisers to select a more relevant audience depending on your campaign goal — wide reach or high intent. And, in the context of brand recognition, your choice is Wide Reach.
Wide Reach: a targeting option for Onclick that enhances visibility and brand recognition by passing your message to a broader audience. And, it also brings conversions — although it is not the main goal of this targeting.
In addition to the two options you can choose from, Popunder ads are excellent for brand awareness by design. That is because Onclick ads appear behind the current browser window, making users more likely to notice and remember them:
Brand Awareness Case Study
Brand awareness campaigns stand out because of their advantage of leaving lasting impressions, unlike others that are short-lived. Rather than temporary benefits like making a sale, you need to ensure long-term recognition, which brings sustained success.
Let’s explore one of our case studies to help you understand the distinctiveness of brand awareness campaigns. The advertiser has an iGaming brand and wanted to boost brand awareness of his business. So, he picked the Wide Reach feature.
As we’ve explained above, the primary goal of a Wide Reach campaign is not conversions but impressions. However, results at the end of the campaign showed that they still profited from conversions.
|Conversion Cost factual
As you see, Wide Reach gives you a taste of both worlds — you boost brand awareness and get conversions and profit.
Measuring and Monitoring Brand Awareness
While brand awareness campaigns are not characterized by immediately evident outcomes, you can track the performance of online marketing campaigns with relative ease. Thanks to ad platforms like PropellerAds and their tracking capabilities, you can see all you need to know to help you adjust or amplify your campaign.
Depending on the campaign you’re running, you can measure any or even multiple actions to gauge performance. Here is what you can track at PropellerAds:
- Ad impressions — the more impressions you get, the better your brand awareness campaign is going
- Conversions — not your main goal, but you can still track it as a secondary metric
- CPM — the price you pay for 1000 impressions
Advertisers must occasionally evaluate customer perception of their brands and optimize their awareness campaigns accordingly. Using the metrics mentioned, they can identify emerging opportunities from campaigns.
To Sum Up
Brand awareness is a must-ensure for advertisers and brands alike. It is not merely about recognition but ensuring a lasting imprint in your consumer’s minds.
An awareness campaign will help as many people as possible get familiar with your brand, recall the brand name, recognize the logo, and create long-lasting associations that benefit the business.
That’s why we have introduced the Wide Reach feature for PropellerAds Onclick format. This feature makes reaching the maximum possible number of users easy, which is what you want for more awareness. Bear in mind there might be a little trade-off in performance regarding conversions for this targeting type.
However, you can still get conversions, like in the case study mentioned above, or combine this feature with other formats depending on the campaign goals. However you choose to proceed, you’ll get the best of both worlds and boost your awareness.
Want to talk about brand awareness? Welcome to our Telegram Chat