品牌提升和成果提升：广告效果基准

2025 AdvertisingBRAND LIFT & OUTCOMES LIFT EffectivenessBenchmarks The only full-funnel, cross-platformnormative benchmarks Measuring what matters performance. Unlike traditionalmetrics that rely on siloed, self-reported data, our first-party,identity-based measurementeliminates blind spots,empowering brands tooptimize with confidence. Every ad campaign is aninvestment—one that shoulddeliver measurable impact. Butmeasuring effectiveness acrossplatforms, channels, creative, andaudience behaviors has neverbeen more complex. That’s whereDISQO comes in. DISQO’s H1 2025 ad effectivenessbenchmarks include: Data from over 1650 campaigns fromMarch 2021 through December 2024 This report is designed to helpmarketers contextualize theircampaign results against industrynorms. With insights spanning 17key lift metrics across awareness,consideration, and conversion,advertisers can benchmarkperformance against competitors,refine their media strategies, andmaximize ROI. Our Brand Lift and Outcomes Liftproducts provide advertisers witha single-source, deterministicapproach to understanding adimpact across platforms. Byintegrating brand sentiment andreal-world digital behaviors—including search, site visits, ande-commerce actions—DISQOoffers a full-funnel and cross-platform view of campaign Seventeen total metrics,including top-funnel attitudesand bottom-funnel behaviors Four core business categoriesand 20 industries Why DISQOBrand Lift andOutcomes Liftbenchmarks Measure everywhere. Optimize with confidence. Advertising success depends on understanding impact across every touchpoint.DISQO’s Brand Lift and Outcomes Lift products provide a single-source, identity-based approach to measurement—capturing brand sentiment and digitalbehaviors across platforms, media partners, and in-market creative. Ourdeterministic, first-party data eliminates blind spots, giving advertisers a completeview of ad exposure, sentiment shifts, and behavioral outcomes across search, sitevisits, and online shopping activity. See the full picture—from awareness to action. With DISQO, go beyond surface-level metrics to uncover brand and behavioralimpact. Our benchmarks cover 17 lift metrics, spanning brand awareness,favorability, and key consumer actions like site visits, search engagement, ande-commerce activity for brand, category, and competitors. By comparing exposedand control groups through experimental design, advertisers gain precise,data-driven insights into what’s driving success and where to optimize. Expertise that powers your growth. Behind every successful campaign is a team that knows how to maximizeimpact. DISQO’s award-winning Customer Success team brings deep expertise inadvertising measurement, helping brands turn insights into action. From strategicguidance to hands-on support, DISQO’s experts partner with clients to understandneeds and deliver results that inspire confidence, leading to long-term success. Overallbenchmarks DISQO’s normative benchmarkscomprise campaigns utilizing ourBrand Lift and Outcomes Lift productsfrom March 2021 through December2024. These benchmarks are displayedby metric and represent the medianincremental point increase within eachvalue observed for exposed (versuscontrol) consumers. For example, with brand favorability,exposed individuals showed anincremental 2.72-point increase infavorability for the campaign brand,compared to a matched unexposedaudience who did not see ads from thecampaign. As such, if a given brandtypically receives ~60% favorability,advertisers should expect to see a liftof 2.72 points in this KPI, to ~63%. Brand maturitybenchmarks Examining benchmarks by brand maturity demonstrates the role ofbrand awareness on down-funnel conversions.New brandsseesuccess in driving awareness, both for the brand and the creative.But, converting that awareness into loyalty only happens after abrand has gained traction. Emerging brandsdo well in upper and mid-to-lower funnelbenchmarks, but they still struggle to drive online behavior. However,this is where anEstablished brandsees its brand-building efforts payoff. While they may not perform as well as Emerging brands in mid-funnel metrics, they overperform in every Outcomes Lift benchmark. This demonstrates that brands with high awareness need to prioritizead effectiveness measurement beyond the traditional Brand Lift metricsand also evaluate the impact on consumer actions. Without this insight,brands risk optimizing advertising strategies based on incomplete data,leading to missed opportunities to drive real consumer action. DISQO’s Normative Benchmarks for Advertising Effectiveness, Brand Maturity-Level Data. Category benchmarks DISQO’s 2024 benchmarks have been analyzed for four categories:vehicles, consumables, goods, and services. This provides look athow certain metrics respond based on category. Consumables Services CPG or related replenishablelower-consideration products All non-product related servicessuch as media