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3 Ways To Know If Brand Awareness Gets Your Marketing on Base

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3 Ways To Know If Brand Awareness Gets Your Marketing on Base

How should you measure the value of brand awareness?

I’m asked that frequently by B2B marketers, but they aren’t really asking how to measure it. That answer, of course, involves analytics.

What they want to know is how to connect brand awareness efforts to business value. (And they equate value with more revenue or lower costs.)

It’s tricky.

Connecting brand awareness to revenue or expenses is not unlike figuring out how a baseball player’s statistics relate to the team’s wins. So many other things must happen that pinning wins on a player’s batting average involves a tenuous connection at best.

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The value of brand awareness comes from influencing the customer’s perception of your brand. To measure the impact, you’d need to track how your efforts improve that perception over time. And then, even more specifically, you’d need to connect how that improved perception translates into actual business value (e.g., cost savings or revenue).

Connecting brand awareness to the bottom line is like figuring out how a baseball player’s statistics relate to the team’s wins. It’s tricky, says @Robert_Rose via @CMIContent. Click To Tweet

Getting up to bat comes first

The very nature of “brand value” presents a challenge. “Brand” is your idealized version of what your company stands for. You hope “brand value” marks an important waypoint on the customer’s journey. However, “awareness” only begins the path to that destination.

Your natural inclination is to connect the starting point with the endpoint. You want people to know about, engage with, and believe in what your brand stands for. However, becoming aware of a brand doesn’t immediately change people’s perception of how trusted or valuable the brand is to them.

It’s not that you can’t connect brand awareness to cost savings or revenue (brand value). It would be easy to do the math: X number of new website visitors = Y amount of increased revenue.

However, that simple equation gives too much power to the initial investment in achieving awareness – and too little to any other experience between awareness and purchase.

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More realistically, at the highest level, more positive brand awareness equals a greater probability of cost savings or revenue. Brand awareness, following the baseball metaphor, gets you more times at bat. That increased frequency will probably equate to more hits. And more hits provide a greater probability of more wins.

Brand awareness gets your company more times at bat, and that increases the likeliness of more hits, says @Robert_Rose via @CMIContent. Click To Tweet

So the question becomes, “OK, then how do we measure that greater probability?”

Now, you can architect useful measurements.

Setting objectives is first base

Start with an objective – a goal. Agreement on the objectives matters (e.g., increased leads, higher quality leads) more than the accuracy of the analytics.  You also must agree on what will define progress toward that objective. I’m a huge fan of OKRs (objectives and key results) as a designed way of setting marketing objectives and measuring success.

However, at this point, you may throw up your hands. “But, yeah, that’s the problem, Robert. You just told me that connecting revenue to brand awareness is problematic. Clearly, I don’t want to start with that as my objective. But what objectives will help me show a greater probability of achieving more revenue or savings?”

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Good question. Let’s work backward. Instead of setting objectives, start with pragmatic things you can (or at least should be able to) measure around brand awareness value. Then, consider the objectives that might be supported by those methods of measurement. Finally, see if you can connect them to a higher probability of revenue or savings.

Instead of setting objectives first, start with pragmatic things you can measure around brand awareness value, says @Robert_Rose via @CMIContent. Click To Tweet

I’ve seen these three simple measurements for brand awareness value work with my clients.

Growth in traffic and engagement

To measure brand awareness, look at the traffic to your website, thought leadership content hub, or both. You also can distinguish and segment between organic and paid traffic, campaign ID, or distributed content channels.

Perhaps, you value traffic that comes organically higher than branded search times. Or maybe you only count traffic from branded advertising. Or it could be traffic from content, thought leadership, your brand name, etc. To pick the right metric, refer to what agreed-upon success looks like for your company.

You can see how arguing (and mutually agreeing on) an objective with those measurements becomes easy. The metrics might be time on site, bounce rate, pages viewed, or (my favorite) the best next action from this traffic (e.g., newsletter subscription, more content viewed, shares with social networks).

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You can see how it becomes easy to argue (and mutually agree on) an objective with those measurements. For example, it could be:

“Our efforts demonstrably increased searches for our brand name, more organic traffic to our website, and an increase in subscribers to our thought leadership newsletter. So, yes, we are achieving greater brand awareness.”

These measurements fit nicely into an overall objective of driving greater brand awareness of the company and its share of voice of its new approach to X solution. The key results might include:

  • Quantity of traffic (or increase) as a percentage of our total addressable audience/market
  • Quantity of conversions to known audiences (e.g., newsletter subscribers). This is a great metric to assess if you’re making your target audience aware.
  • Increased engagement on the content platform

But with that demonstrable measurement in hand, you must answer the final “So what?” You still haven’t connected brand awareness directly to revenue. But should you? If all anybody cares about is increased revenue, then what’s the worth of spending money to increase brand awareness and/or perception? Here’s the correlation where you might get agreement from the teams: If you increase brand awareness of the company and its share of voice, you create a greater probability that those audiences will become leads.

That’s when you connect your brand-awareness OKR to a sales-enablement OKR of creating more leads from those audiences.

Surveys, research, and polls

You also can measure the quality (as well as the quantity) of brand awareness efforts by asking people what they think. It’s especially helpful when you have an existing audience (subscribers to thought leadership), existing customers (people who know and like your products), and new, lesser-known audiences.

You can measure classic things like brand recall – how well your target audiences can remember who you are or what you stand for.  Or you can measure things like how much your brand is trusted by various audiences. In this measurement exercise, you regularly measure the brand’s “lift” over time as you execute activities like content marketing, brand advertising, or paid and organic search optimization.

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A large number of objectives can connect to this measurement approach. For example, an objective could be to “markedly increase the level of trust in new prospective customers who have just become aware of what we do.”

Among the metrics to execute that objective:

  • The number of subscribers who increased their trust in the brand since signing up for your content marketing compared to existing customers or those who don’t know the brand.
  • The number of “unknown” people who increase their trust in the brand after exposure to its messaging or content.
  • Ranked trust of your brand vs. competitors or others in your space among audiences, prospects, leads, and customers.

You may not directly correlate better results to revenue or cost savings, but you can connect that those results (if positive) increase the likelihood of meeting those objectives.

For example, you may notice email subscribers who give a higher trust score convert at a higher rate into customers. You may find trust in your brand goes up in advertising that focuses on thought leadership rather than sales offers. Thus, you can find it easier to get to an agreed-upon OKR that says greater brand awareness and trust in all audiences connect to easier opportunities to sell or customers who convert at a higher rate.

Media listening and analysis

I saved the broadest measurement of brand awareness value for last because it’s probably the most debated topic in brand marketing efforts. The question is, literally, just awareness: How many people did you make aware of what your company does?

This approach, inherently, doesn’t measure the subsequent actions. It’s the 50,000-foot view of awareness. Clearly, brands think they get value in throwing their name on the jerseys of soccer teams, the sides of Formula 1 cars, billboards, stadiums, or (at a smaller level) sponsoring conferences and events.

However, you can measure these big-picture efforts. Research tools and services allow marketers to measure consumer intelligence and sentiment. You also can monitor Google search volumes, social media trends, and even earned media mentions. These tools show the quantity and, in some cases, the quality of the impact of reaching them.

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For example, a new brand might have an objective to “reach at least 25% of our total addressable market to increase recognition of our brand and what it means.” Among the key measurements to assess that objective:

  • Increase the Google search volume of the brand name and/or key benefit statement by X percent.
  • Create a disproportionate share of voice across social media of mentions or unsolicited opinions of the company’s key benefits or its thought leadership.
  • Create an effective CPM (cost-per-thousand) paid media strategy to efficiently reach your target market with the brand message.

Once again, correlating these metrics to revenue is tough. However, they could work as a key performance indicator (KPI) related to helping you achieve other objectives. For example, you may equate that reaching more people presents more opportunities to drive subscribers to build deeper trust. You may also conclude a broader, simpler reach helps establish your brand as a legitimate competitor in sales conversations.

Getting on base equals wins

In the end, measuring brand awareness as a valuable activity of marketing really requires connecting it to other measurements that benefit from its success.

To bring it back to baseball, it’s not unlike the real-life story played out in the movie Moneyball. The Oakland Athletics figured out – and ultimately agreed among team leadership – the metric of on-base percentage connected to wins better than just about any other metric. They couldn’t draw a direct line from on-base percentage to wins. However, they could use on-base percentage as a foundational measurement because it connected perfectly to an increased winning percentage.

Brand awareness is the “getting on base” of marketing. Of course, plenty of other things can happen that optimize or ruin your scoring chance after you’re on base. But you can’t score unless you get on base.

Batter up. It’s your story. Tell it well.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

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Cover image by Joseph Kalinowski/Content Marketing Institute



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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

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That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

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It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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