1、2024 Industry BenchmarksThe only full-funnel normative benchmarks for ad effectivenessBRAND LIFT&OUTCOMES LIFTReportWith the introduction of new ad-supported platforms,2024 will provide more opportunities for advertisers to reach consumers,and conversely more competition for publishers.Its never bee

2、n more important for the buy-and sell-sides to understand how ads are performing across platforms and audiences.Most advertising benchmarks are limited in their ability to compare across platforms.Uniquely,our benchmarks are based on an increasingly robust set of campaigns across linear,CTV,digital,

3、and social media weve measured for our clients.They provide powerful views of brand and outcomes lift that facilitate cross-platform ad effectiveness insights.For 2024,DISQOs Brand and Outcomes Lift benchmarks have expanded to include normative data for 15 distinct industries.Rapid client adoption a

4、cross categories fuels this expansion of insights.New year,more benchmarksADVERTISING EFFECTIVENESS BENCHMARKS 2024:Data from 900 campaigns since March 2021Four core business categories and 15 industriesSeventeen total metrics,including top-funnel attitudes and bottom-funnel outcomesDISQO benchmarks

5、 for CTV and social mediaReport2024 Norms Report 3Before diving into the benchmark data,here is a brief overview of our products and their power for marketers.UNIQUE METRICSDISQO Outcomes Lift product assesses behavioral outcomes on top of more traditional brand metrics provided through DISQO Brand

6、Lift.With insights from both,advertisers can see whether a campaign boosted awareness or favorability,and also whether it prompted downstream behaviors like search,site visitation,and purchase behaviors.In total,we provide benchmarks on 17 metrics,which are evenly split across brand attitudes and be