“Branding? Too costly. No measurable ROI. No direct sales. Consumes too many resources.”
These are common objections we hear in performance marketing. But they miss the mark. When approached holistically, branding isn’t a “nice-to-have” – it’s a powerful driver of long-term digital marketing success.
So how can branding be strategically and measurably integrated into marketing initiatives? We’ll break it down for you.
Omnichannel marketing: consistency across all touchpoints
Today’s customers switch effortlessly between platforms, devices, and channels – and they gravitate towards brands they recognize and associate with positive experiences. According to the Consumer Behavior Index 2025 (SOCi), consumers interact with a brand an average of 3.6 times before making a purchase decision.
To stay relevant in this complex landscape, you need:
- a data-driven omnichannel strategy,
- a consistent brand experience,
- and seamless integration of branding and performance.
This approach ensures your brand reaches consumers with the right message, on the right channel, at the right moment.
Programmatic advertising: where branding and performance become one
Programmatic advertising automates and optimizes campaigns in real time. From branding-focused channels like CTV, DOOH, and audio to precise remarketing strategies – anything is possible. Instead of broad, untargeted distribution, programmatic advertising ensures your message reaches relevant audiences from the very first interaction – via geo, interest, or behavioral data. Every interaction is measurable and can be leveraged for retargeting.
At the same time, digital advertising formats are evolving rapidly. Traditional TV, out-of-home, and radio once offered reach but little control. Today, these channels are merging with the strengths of programmatic technology. Connected TV (CTV) and programmatic digital out-of-home (DOOH) are among the most exciting innovations. They make branding just as precise, data-driven, and measurable as performance marketing.
Connected TV (CTV) – reach meets measurability
Connected TV (CTV) combines the emotional power of traditional TV commercials with the precision of digital advertising, offering accurate targeting, measurable results, and flexible campaign control. For advertisers, this means fewer scattering losses, higher efficiency, and access to audiences that rarely watch traditional television. With a well-designed CTV strategy, impactful TV advertising is now feasible even for smaller brands.
Particularly powerful: the combination of CTV and retargeting. Viewers who have seen a commercial can be re-engaged on their second screen, seamlessly integrating them into the digital funnel for the first time.
Programmatic digital out-of-home (DOOH): smart outdoor advertising
Programmatic DOOH is one of the fastest-growing segments in digital marketing, with forecasts predicting double-digit annual growth rates.
Key advantages:
- dynamic and flexible ad delivery
- data-driven, target group–specific audience targeting
- mobile sync for re-engagement after the initial interaction
Leveraging branding as a growth driver in the digital media mix
The examples clearly demonstrate that modern branding initiatives go far beyond generating reach. They can be precisely targeted, thoroughly tracked, and intelligently connected across channels. As a result, branding has become an essential component of the digital media mix – one that not only strengthens brand equity but also drives sustainable performance over time.
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