In its simplest form, brand perception reflects how people view a brand: whether they see it as trustworthy, relevant, innovative, premium. Advertising plays a major role in shaping these perceptions over time, but measuring that impact isn't straightforward. One study found that only 33% of...
Retail media refers to advertising within a retailer's ecosystem, both online and in-store, allowing brands to reach consumers at critical points in the shopping journey. For years, that promise has defined the channel. Retail media has largely been framed as a lower-funnel lever—optimised for...
Gaming has evolved into one of the most sophisticated advertising environments in modern media. What began as simple banner placements or experimental brand integrations has expanded into a rich ecosystem spanning console and mobile games, esports arenas, livestreaming platforms, creator...
Brand recall is a memory outcome, shaped by creative, context, frequency and what audiences already knew about the brand. The question marketers need to answer isn’t “Do people remember us?” It’s “Did this campaign make more people remember us?” In other words, what leaders and clients really...
This growing gap between campaign speed and insight speed is creating a new tension in marketing organisations. While delivery operates in real time, sentiment measurement often remains retrospective. Real-time consumer sentiment is emerging as the answer—allowing brands to understand audience...
Brands and agencies have always asked whether they're reaching the right audiences: that's the foundation of media planning. What's changed is the difficulty of proving it. In an era of fragmented signals, walled gardens, and inconsistent measurement standards, validation has become exponentially...
This is why predictive media planning is emerging as a core capability for modern advertisers. Rather than relying on instinct and post-hoc reporting, brands are beginning to use historical performance data, media planning benchmarks, and modelling to forecast campaign impact before budgets are...
Marketing leaders in 2026 face a paradox. They have access to more data than ever before, yet proving campaign impact has become harder, not easier. Dashboards overflow with impressions, clicks, conversions, and ROAS — but finance teams, executives, and clients increasingly question whether those...
In an industry defined by speed, scale, and constant reinvention, leadership can easily become transactional. Dashboards replace dialogue. Growth eclipses meaning. And yet, some leaders choose a different path, one that puts people, purpose, and progress back at the centre. Rick Jones is one of...
The missing piece: Brand Lift and its role in ROI A brand lift study typically evaluates shifts, all along the funnel, in: Brand awareness Brand perception Consideration Purchase intent These metrics capture impact in the long term that performance indicators cannot. Someone may not click an ad...
It’s no surprise that retail media is absorbing a larger share of marketing budgets each year, or that analysts project continued double-digit growth across global markets. Worldwide investment with retail media networks (RMNs) is set to reach $174.9bn this year. Yet despite this momentum, retail...
Based on Happydemics’ Brand Lift results (Q4 2024 – Q4 2025)Consumers have become immune to interruption and increasingly resistant to noise. They now reward brands that feel genuine, human, and emotionally connected — not those that force themselves into their daily lives. Happydemics’ 2025 Brand...
Retail media has moved from a promising innovation to one of the fastest-growing and most strategically critical advertising channels. As retailers like Amazon, Walmart, Carrefour, and Tesco transform their digital ecosystems into powerful media networks, brands are shifting increasing budget...
The category has surged in recent years thanks to three major shifts: rapid digitisation of OOH inventory, the rise of programmatic DOOH buying, and greater flexibility in targeting and content delivery. According to Statista, US programmatic DOOH ad spend is expected to surpass $1.23 billion by...
This creates rare conditions for advertisers: deep attention, limited visual distraction, and a personal, often intimate connection with hosts or content.But unlike display, social, or video formats, audio lacks natural digital signals like clicks, impressions, or viewability metrics. As a result,...
Brand lift captures the incremental change in how consumers think and feel about a brand after being exposed to advertising. It translates exposure into measurable outcomes, helping marketers understand whether their campaigns built awareness, strengthened recognition, or encouraged purchase...
As one of the most defining digital marketing trends of the decade, AI in advertising is redefining every stage of the media value chain from creative generation to audience targeting and real-time measurement.For CMOs, digital marketers, and agency professionals, understanding how AI works — and...
That’s where ad recall becomes a critical metric for evaluating whether your advertising is truly making an impact.Ad recall is essential for measuring the upper-funnel success of your campaigns. Simply put, it tells you if your ad has made a lasting impression — if consumers can remember it. In a...
Marketers often use terms like brand awareness, brand recognition, and brand lift interchangeably — but each reflects a different stage in the consumer–brand relationship.This article breaks down these key concepts, explains how they connect, and outlines how to measure and optimize each...
How Ad Recall Is Measured Ad recall measures the proportion of exposed respondents who remember seeing or hearing your campaign, and understanding how to measure ad recall correctly is essential to interpreting this KPI meaningfully. It reflects your campaign’s ability — through delivery, format,...
A brand lift study helps you determine the effectiveness of your ads in changing perceptions and improving the way people see your brand.This guide will walk you through everything you need to know about brand lift study methodology, from control/exposed group design to choosing the right survey...
Ok. A word formed of just two letters, yet it has several different meanings depending on the sentiment. When said with enthusiasm and conviction, it’s a rousing call to action. When said as a question, it’s an empathic olive branch. When texted alone with a full stop, it’s a display of passive...
Why 2025 Is a Turning Point for Digital Marketing 2025 marks a major shift in digital marketing trends. The acceleration of AI tools, growing economic pressures, and rapidly evolving consumer expectations are forcing brands to rethink their strategies. To remain competitive, businesses must adopt...
Each of these touchpoints plays a role in shaping perception—but unless measured collectively, their combined impact is lost. And as marketing shifts toward advertising without cookies, knowing how consumers interact across channels is more critical than ever.That’s where cross-channel advertising...
As the use of omnichannel advertising campaigns becomes increasingly prevalent, the need for precise, full-funnel measurement is more pressing than ever. Beyond surface-level stats such as impressions or clicks, ad players need a deeper view into how campaigns impact brand metrics and drive real...
As more brands, ad techs, agencies, platforms, and publishers prioritize ad effectiveness measurement, the Brand lift expertise they choose plays an increasingly pivotal role.In this article, explore approaches to help you determine which methodology is best suited to different goals and deepen...
In this article, we’ll explain what CTV measurement is, how it works, and why it’s critical for advertisers looking to understand real brand impact across modern TV platforms. What is Connected Television? Connected TV (CTV) is a television with direct access to the internet. Also known as a...
In a world of fragmented attention and rising expectations, creativity still leads the way. But not just any creativity — the kind that’s intelligent, intentional, and deeply human. Creativity in advertising is about forging meaningful connections. To unlock its full potential, brands must combine...
What makes multi channel advertising so effective? If you've ever caught yourself humming a jingle without remembering where you heard it, that’s not random—it’s repetition. In advertising, repeated exposure across different platforms reinforces brand messaging and boosts recall. That’s the magic...
[LEADERS OF CHANGE] In an age of relentless notifications and fleeting attention spans, the advertising industry faces unprecedented challenges. But, for Nikhil Jain, Insights & Marketing Solutions, Senior Director at Dailymotion Advertising, these challenges are fertile ground for...
[LEADERS OF CHANGE] In the fast-moving world of advertising, Ryan Pogy, Director of Data Partnerships at Broadsign, emerges as a transformative force, blending data-driven insights with creative innovation. As a leader in DOOH advertising, Ryan redefines what it means to connect with audiences,...
As we head into the holiday season, brands are navigating a critical period where consumer sentiment is high, competition is fierce, and the opportunity to make a lasting impact is unparalleled. Building on our latest trends and Brand lift measurement insights, here’s how you can elevate your...
[LEADERS OF CHANGE] In a world where digital innovation and creative excellence define the success of brand stories, Steven Filler stands at the helm of ShowHeroes UK, driving a revolution in video advertising. His mission? “Helping advertisers tell their stories and build their brands”. Steven...
Entering 2025, digital advertising trends reveal exciting new opportunities for brands and marketers, driven by evolving audience behaviors, sharper ad measurement, and innovative formats. As advertising trends evolve from 2024 into 2025, attention metrics such as interest, attribution, and...
From the glossy pages of vintage magazines to the endless scrolling of today's social media feeds, advertisements have been snapshots of the society’s values and aspirations. Let's take a lighthearted stroll down memory lane to see how advertising has both reflected and influenced seven...
In today's hyper-connected world, where every interaction can influence consumer behavior, it's essential to understand the effectiveness of various media channels in driving growth. To navigate this complex landscape, two KPIs stand out: consideration, which measures a consumer's inclination to...
Since the beginning of 2024, the advertising landscape has been shaped by evolving media behaviors and the new digital marketing trends that determine how consumers interact with brand messages. From the overall decline in attention to the rise of powerful new formats that focus on precise and...
Understanding these links is essential to improving creative advertising effectiveness. Let’s explore how measuring the connection between creativity and impact can drive better campaign performance. The method Ad effectiveness measurement KPIs can be grouped into 3 categories that are...
Digital audio has emerged as a powerful medium for delivering impactful, efficient, and memorable campaigns. As brands strive to stand out from the crowd of media options, understanding digital audio’s unique strengths is paramount. Discover the three key strengths of this medium and how it...
With cookies disappearing and privacy becoming paramount, advertisers need better ways to understand their audiences, and to rethink how they operate in an era of advertising without cookies. In this context, Zero Party Data (ZPD) is quickly becoming a cornerstone of modern marketing—but what is...
For years, advertisers relied on cross-site tracking and retargeting to personalize campaigns. But cookie deprecation doesn’t mark the end of digital advertising—it’s the start of a new era built on privacy-first, trust-led strategies.The challenge now is clear: how do we advertise without...
Why in-game advertising is gaining ground Unlike intrusive formats, it integrates brand messages seamlessly into the gaming environment, creating immersive, non-disruptive experiences that resonate with highly engaged audiences.Research conducted with Anzu, supported by data from Happydemics,...
Why Marketing ROI Still Feels So Hard to Prove For many marketers, ROI in marketing remains one of the most difficult performance measures to demonstrate. Budgets are under pressure, and CMOs, brand managers, and agencies alike are expected to prove — often quarterly, if not monthly — that their...
