Why it matters

With multiple studies showing that the reach of broadcast TV is in decline, brands are needing to evaluate how digital media can be used to deliver long-term brand – rather than simply shot-term performance – outcomes.


  • The retention of digital video impact closely maps the retention of linear TV, suggesting that digital media can help build memory structures that drive sales now and into the future.
  • The report found that online display, video and social have a higher share of brand impact compared to the share of spend.
  • Success is not driven by increased campaign spend, but rather by designing creative with context in mind, integrating digital campaigns with other media and managing frequencies.

Experienced marketers understand the importance of brand building as an investment in future returns. While digital advertising opens exciting brand opportunities for marketers, it is often thought of as a direct response resource rather than as being appropriate for brand building tasks.