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27 April 2024
#Mobile advertising

Brand Awareness: How to Measure It and Why It Matters

Increasing brand awareness plays a crucial role in competitive battles as it helps to stand out among other companies and attract consumer attention. In this overview, we will examine the importance of increasing brand awareness, methods of achieving it, and key metrics for measuring this indicator.

Levels of Brand Awareness

The primary goal of branding campaigns is to increase brand awareness. The task is to make the brand widely known and to establish associations with specific values among the target audience.

There are 3 main levels of brand awareness:

  • Unaided Awareness

Consumers cannot identify the brand under any circumstances. This is due to a lack of knowledge about the brand among the general audience.

  • Aided Awareness

Consumers can recognize the brand if they see its symbols. However, they may not always associate the brand with specific products or values.

  • Spontaneous Awareness

The highest level of awareness, where consumers can identify the brand without any form of prompting or mention.

Why Increase Brand Awareness

In today’s world, competition for users’ attention is constantly growing. Therefore, attracting and retaining attention becomes critically important.

Building emotional connections with the audience plays a key role in this process. Emotional content, according to Harvard Business Review, has a stronger impact on the likelihood of purchase and audience retention.

Increasing brand awareness positively impacts:

  • Demand Generation

Understanding the level of brand awareness helps determine its attractiveness to potential customers and its influence on generating demand for its products or services.

  • Market Share Expansion

Increased brand awareness is typically associated with a larger market share. This helps the brand stand out among competitors and attract audience attention.

  • Consumer Trust Building

A recognizable brand is often associated with reliability and quality, which contributes to building consumer trust. This can lead to a preference for the products or services of the company even in competitive conditions.

  • Speed of Decision-Making by Potential Buyers

Increased brand awareness can expedite the buyer decision-making process, as they are already familiar with the brand and its offerings.

Why increase brand awareness

Ways to Increase Brand Awareness

  • Search Engine Optimization (SEO)

Increasing visibility through SEO keywords helps in brand recognition. Higher positions in search results are crucial for brand memorability and recognition.

How to increase web traffic with mobile ads – we discussed it here.

  • Content Marketing and Blogging

Regularly publishing quality content in blogs or social media helps the brand become an authority in its field and attract new users.

  • Collaboration with Influencers

Working with popular influencers can significantly increase brand awareness. However, it’s important to choose those whose audience aligns with yours to ensure their recommendations and reviews capture attention and reinforce loyalty.

  • Participation in Events and Sponsorship

Participation in industry events, conferences, exhibitions, and sponsoring local events help increase brand visibility and awareness, attracting the attention of the target audience and demonstrating industry expertise.

  • Advertising in Mobile Apps

Placing advertisements in popular mobile applications is an effective way to attract attention to the brand. However, it’s essential to carefully select applications to ensure the message is noticed by the right people.

Additionally, BYYD platform provides opportunities for advertising in various types of applications, from utilities and planners to games and currency converters. You can find a complete list of apps on our website.

list of apps in BYYD

Methods of Brand Awareness Measurement:

To assess brand awareness, it’s important to use various metrics to gain a comprehensive understanding of its effectiveness.

Among the most effective methodologies available at the moment, the following can be highlighted:

  • Surveys and Questionnaires

Surveys and questionnaires provide direct data from consumers about their brand awareness and interaction with it. Surveys can be conducted independently or through specialized platforms.

  • Brand Lift Study

Brand Lift study is another method that helps measure the impact of an advertising campaign on brand awareness among the target audience.

It is based on comparing data from a group that saw the advertisement with a group that did not. This allows for the evaluation of changes in brand awareness.

brand lift study example by BYYD

We regularly utilize such research in our work. Examples with details can be found on our website.

  • Checking the frequency of search queries

To assess interest in the brand in the online space and compare it with competitors, it’s useful to employ simple tools for checking the frequency of search queries.

Platforms like Google Trends, Yandex Wordstat, SEMrush, and Ahrefs provide information about the popularity of keywords and queries in search engines, as well as allow for analyzing the dynamics and competitiveness of queries.

  • Analysis of mentions in the media and social networks

Analyzing brand mentions in the media and social networks is important for assessing the overall level of attention and reputation of the brand. This method helps determine how widely the brand is being discussed across various information sources.

For this purpose, there are media monitoring platforms such as Meltwater, Cision, Mention, and Brand24. They scan news sources, articles, blogs, and social networks to identify mentions of the brand.

  • Advertisement performance analysis

Various tools are used for analyzing advertising results, such as Google Analytics, Google Ads, Yandex.Metrica, and others. They provide detailed information about ad impressions, clicks, and conversions, as well as help understand which channels work best.

For example, Google Analytics helps understand how users interact with the website after clicking on an advertisement. This is particularly important when evaluating the success of mobile advertising.

How to measure brand awareness after mobile advertising

Let’s delve deeper into analyzing advertising metrics in the mobile segment.

Analyzing advertising metrics in the mobile segment allows evaluating the effectiveness of the advertising campaign and the audience’s interaction with mobile advertising materials.

How to measure brand awareness after mobile advertising

To measure brand awareness after mobile advertising, the following metrics are commonly used:

  • Impressions: The number of times the ad was displayed on a mobile device screen.
  • Clicks: The number of times users clicked on the ad banner or link.
  • CTR: The percentage ratio of clicks to impressions. It is calculated as the number of clicks divided by the number of impressions, multiplied by 100%.
  • Sessions: The total number of sessions initiated by clicks from mobile advertising to the website.
  • Time on Site: The average time users spend on the website after clicking from mobile advertising. This metric indicates the level of user interest and their interaction with the content.
  • Bounce Rate: The percentage of users who exit the website immediately after viewing only one page. A high bounce rate may indicate non-targeted traffic or an unsuccessful landing page.

To analyze the effectiveness of mobile advertising, it is useful to use web analytics tools such as Google Analytics or Yandex.Metrica, as well as data from advertising platforms.

For example, when optimizing in-app campaigns, we use the BYYD platform’s internal statistics in combination with other analytics services.

Let’s illustrate with a case study

The brand Tornado launched a media advertising campaign on the BYYD platform with the goal of informing the audience about new auctions and products, as well as attracting targeted traffic.

To achieve this, at the beginning of the campaign, targeting parameters were selected for the target audience aged 18 to 25 with interests in gaming and video games. Additionally, a Whitelist of gaming applications was created for displaying advertisements.

The campaign was divided into reach and conversion phases, each with its own Rich Media creative. Both parts exceeded the forecasted volumes of impressions, clicks, and sessions, with a CTR reaching 2.73%.

Moreover, we achieved high performance in behavioral metrics such as engagement rate and time on site, indicating quality interaction with the advertising materials and landing pages.

The effectiveness analysis results were confirmed by various tools. The Brand lift showed a significant increase in Tornado brand awareness after each stage of the campaign, reaching a total of 36%. Additionally, data from Yandex.Wordstat confirmed an increase in organic search queries for the Tornado brand.

If you have any further questions or need additional information, feel free to reach out to our platform specialists. You can also explore our case studies to see successful results of mobile brand promotion.

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