Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To “Brand Early And Often”!

What to do when media campaign measurement reveals weak website traffic or meager brand lift? Blame the media plan or media vendors? Most often, creative is the issue and your campaign is failing to “brand early and often.” This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines creative best practices related to branding.

• Conduct a “brand early and often” creative audit: Watch/listen to all your ads. Check off if your brand is mentioned in first two seconds and if there are at least five or more audio track brand mentions in 30-second ads.
• You can look away but you cannot shut your ears: In video ads, audio branding does all the brand recall heavy lifting.
• Audio case studies reveal implementing the “brand early and often” creative best practice generates stronger purchase intention and increased brand lift and website attribution.
• Do you want your brand association and recall to explode? Use a jingle with melody that says the name of your company.
• Don’t blame the media plan or media vendors for weak attribution and brand lift: Usually creative is the issue and the ad copy fails to “brand early and often.”

To read the full blog post by Pierre Bouvard, Chief Insights Officer, Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2025/10/27/is-your-attribution-tanking-and-brand-lift-weak-creative-is-the-issue-you-need-to-brand-early-and-often/.  To view a 15-minute video of the key findings, visit: https://www.youtube.com/watch?v=rq3zKEGJWlI.