Your campaign delivered a million impressions. Great! But how many people actually paid attention?

Impressions tell you how often an ad was served, not whether someone noticed it, remembered the message, or felt differently about the brand afterward. According to research cited by SiriusXM Media, only 30% of viewable digital ads are actually looked at.

With audiences switching between screens, apps, and content throughout the day, marketers need to pay closer attention to the quality of each exposure.

Here’s what to consider:

• Keep reach in perspective. Reach, impressions, and frequency are useful for understanding distribution, but they don’t measure the impact of an ad.
• Look for attention signals. Ad completion rates and listen-through rates can provide clues about engagement, though neither proves someone was paying attention.
• Measure what people remember. Brand lift studies can help evaluate changes in awareness, message recall, favorability, and consideration.
• Consider the environment. An ad’s format, placement, and surrounding content can influence how much attention it receives.
• Give audio a closer look. Podcasts and streaming audio can reach people during commutes, workouts, and other screen-light moments. Voice, music, and sonic branding can also help make messages memorable.
• Connect attention to outcomes. Compare exposure and attention metrics with brand results and conversions to understand which campaigns are making an impact.

The goal isn’t to abandon impressions. It’s to understand what those impressions accomplish. A campaign that reaches fewer people but leaves a stronger impression may be worth more than one that simply delivers the biggest number.

Head to SiriusXM Media for more.

Making your products look good online shouldn’t require a Photoshop masterclass.

Glorify is a design tool built for marketers and e-commerce brands, with templates, product mockups, background removal, and AI-powered image editing. You can create social graphics, ads, and product visuals, all within a shared workspace.

Its infinite canvas also lets you organize multiple designs in one place. Pretty handy when you’re juggling a whole campaign instead of just one graphic.

Let’s take this party outside of the inbox, Carnies!

Connect and network with over 20,000 marketers to get (and give) advice, feedback, support, and LOLs.

• 💬 Join r/TheDailyCarnage on Reddit
• 👍 Join The Daily Carnage Facebook Group

😎 See ya there.

The Daily Carnage reaches decision-makers at brands, agencies, SaaS companies, and startups who are actively researching solutions, evaluating vendors, and making purchasing decisions every day.

Now, we’re opening up a limited number of Friends of The Daily Carnage partnerships for brands that want to build a consistent presence with our audience, not just run a one-off ad.

Friends get discounted sponsorship inventory, priority booking, first access to unsold placements, bonus opportunities, and performance reviews throughout the year.

Partnership levels include dedicated newsletter features, premium placements, podcast pre-rolls, classified ads, social promotion, and more.

Past sponsors include Canva, HubSpot, Salesforce, Mailchimp, Marketing Brew, and dozens of other leading brands.

Interested in reaching marketers who actually click? Reach out to get started!

Who knew a can of paint could start a whole dance party?

Asian Paints brings Diwali preparations to life in a colorful new campaign by Ogilvy. It starts with a mother and son unpacking decorations, until a giant paint can bursts open and dancers dressed as different colors take over the room.

Through choreography, practical effects, and some clever camera tricks, dull beige interiors transform into vibrant spaces filled with patterns, fabrics, and festive energy. And by the time the fireworks arrive, decorating for Diwali has officially turned into a full-blown musical.

Schlitz, 1995