Build connections with tomorrow’s customers.

Feed your marketing funnel using a strategy that fits your goals

1. Generate brand awareness with those who aren’t yet familiar with your business
2. Bring prospects to your website or app to drive interest and consideration

Meet new prospects wherever they go

Run brand awareness campaigns across a variety of channels, including display, native, video, mobile, social media, and connected TV. Cast a wide net or get granular with targeting refinements like time of day, geographical location, or device type.

Never overpay for ad impressions again

Select your campaign goal and our AI-powered bidding engine will do the rest. Built on 16+ years of industry, consumer, and historical performance data, BidIQ™ automatically secures the most opportune ad placements for the best price.

Capabilities

Target your ideal audience, your way

Contextual targeting

Showcase your brand alongside the content your ideal customers are already viewing. Contextual targeting analyzes webpage and app subject matter and serves your ads in the places they’re most relevant.

AI lookalike targeting

Reach new contacts who behave like your current customers. Use lookalike targeting to reach users who visit the same websites, have similar online habits, and live in the same geographies as your existing customers.

Third-party audience targeting

Plug in what you already know about your best customers — income level, interests, education, intent, etc. — and we’ll find new people with those same characteristics.

“For companies in budding markets, the most efficient path to building brand awareness isn’t with inbound. It’s with targeted account awareness campaigns.”

Nick Ezzo

VP of Marketing, Auditoria

Need strategic or creative support? We can help.

Work with a dedicated team of experts to optimize your campaigns and get the most out of the AdRoll platform. Our managed service packages include benefits like ongoing account management, weekly performance meetings, quarterly business reviews, and custom reporting.

Explore Managed Services

FAQ

Frequently asked questions

Which ad formats and channels are best for brand awareness campaigns?

Brand awareness campaigns can take advantage of a wide variety of ad formats and channels, for example:

Display ads on the web and mobile apps make your message stand out and draw viewers’ attention.
Native ads on news- and content-oriented websites and mobile apps relate your message to the interests of viewers.
Online video ads play on websites before, during or after a video stream.
Connected TV ads bring your brand and product to the big TV screen and capture the full attention of viewers.
Social media ads target specific audience segments using their social profiles and behavior signals.
In-app ads appear in native mobile apps available from Apple & Google’s app stores.

What audience targeting methods are available for brand awareness campaigns?

AdRoll provides a variety of audience targeting methods for brand awareness campaigns, including:

Contextual targeting: Includes 50+ content categories and 100 keywords
Lookalike targeting: AI-powered algorithms that find new audiences with similar characteristics as your existing customers
Third-party audience targeting: Provides access to both AdRoll’s proprietary audience identity data and data from AdRoll’s partners, such as Experian (US only).

AdRoll ABM provides additional targeting methods for ABM marketers, including combining 1P and our own data sources for:

Firmographic and technographic targeting
Job title targeting
Intent targeting, such as search keywords, G2 browse history, etc.
Account and Contact targeting

How to measure the performance of a brand awareness campaign?

Unlike direct-response campaigns, brand awareness campaigns are meant to build a foundation of brand recognition, trust, and preference over time, rather than generating immediate sales or conversions.

AdRoll offers a number of reports to help marketers measure the success of their brand awareness campaigns, including:

New visitor report: measures how well brand awareness campaigns capture attention and drive first-time visits to your site
Frequency report: measures the relationship between ad exposure and conversions
Brand lift report: measures how your advertising influences consumer perception and intent. Available for an add-on cost, via our partnership with Cint (Lucid Measurement).

For ABM marketers, AdRoll ABM provides metrics, such as account reached, account visited, and journey stage progression to measure the effectiveness of brand awareness campaigns on their target accounts.