Launching a new brand is a high-stakes opportunity. More than selling a product, you’re building recognition, credibility, and trust from scratch. With no legacy, limited word-of-mouth, or baseline performance data, every marketing dollar counts. But how do you know if your advertising is working?
DISQO’s latest whitepaper, a playbook for measuring and maximizing brand performance from day one, reveals how new brands can confidently build, measure, and optimize cross-channel advertising strategies. From awareness to purchase, grounded in data from over 1,650 campaigns published in DISQO’s 2025 Ad Effectiveness Benchmarks, the following reveals how new brands can move confidently, track what matters, and grow faster by learning from what works.
Unlike self-reported platform metrics or vague industry averages, DISQO’s Ad Effectiveness Benchmarks are a unique compass for turning early marketing investments into meaningful outcomes. As early indicators of success, they offer essential reference points for brands navigating the uncertainty of launch and early growth phases.
Especially for marketers without a historical baseline, benchmarking offers a shortcut to insights that would otherwise take years to build. It sets the foundation for smarter decisions, sharper creative, and stronger advertising results from day one.
Defined by a baseline awareness of 33% or less, new brands face a sometimes daunting goal: get noticed. But building awareness is just the beginning. Early success hinges on knowing whether your campaigns are:
DISQO’s cross-channel, full-funnel ad measurement helps you overcome that challenge. By directly connecting what people think (Brand Lift) with what they do (Outcomes Lift), brands can measure and understand the connection between exposure, sentiment, and digital behaviors to prove their advertising’s incrementality and true impact.
New brands see just a +0.10 point lift in unaided awareness, far behind established brands. Here, high-reach channels like CTV and social media can help level the playing field when paired with consistent branding and impactful storytelling.
Ad awareness may climb (+1.00 points), but tagline association often flatlines (0.00). People may see your ads, but that doesn’t mean they’ll remember you. Building memory requires both frequency and creative discipline.
Early-stage brands often spark interest, with purchase intent rising by +1.73 points. But familiarity (+2.24) and trust lag behind averages. Without clear credibility via testimonials, earned media, or social proof, intent rarely translates into action.
Even with solid awareness and intent, many new brands fail to convert. Site visitation and search lift remain low unless post-click experiences are seamless and persuasive. Every step between ad and outcome needs optimization.
CTV drives a +1.89 point lift in aided awareness, while social delivers a 312.18 awareness index, over 3x the norm. These channels don’t just grab attention; they can drive action when combined with high-quality creative and a clear path to conversion.
Curious how to turn awareness into momentum, and momentum into meaningful growth? Here are some tips from the whitepaper:
Early-stage campaigns don’t just introduce a brand; they define it. Without trust or recognition to fall back on, new brands must build equity quickly and efficiently. Benchmarks provide the missing context: how are you performing relative to what’s typical for a brand like yours? Where are you ahead? Where are you behind?
DISQO’s 2025 Ad Effectiveness Benchmarks give new brands this rare advantage with real-world data grounded in consumer behavior. They replace guesswork with clarity, and vanity metrics with actionable intelligence.
Whether you’re launching your first campaign or scaling fast, this is your moment to move smart and grow with purpose.
Download the new brands whitepaper to learn how to benchmark your way to breakthrough performance. Want more info on measuring what matters—every channel, one source? Get in touch. Let’s talk. hello@disqo.com