Halo effect
DefinitionPaid Media
Halo effect
The spillover of one impression onto another channel's measured performance: a TV campaign runs and survey respondents say they heard about you on Instagram, search conversions spike, and the platforms book the credit. Named after the cognitive bias where one positive trait colours the whole judgment.
Evidence from the library
Survey attribution under-reports brand: TV campaign spikes show up as 'Instagram'Warning18% → 43%The share of brand impact created by channels working together has more than doubled since 2014Stat2-15% over 3 monthsThe same exposure that builds the brand also moves sales in the next three monthsStat2:1Brand Memory Lift weighs brand-awareness gains twice as heavily as ad-recall gains, replacing impressions as the creator success metric.Principle+111%Consistency compounds into growthStat
Source
Marketing Definitions
Edward Thorndike, A Constant Error in Psychological Ratings (1920); applied in media measurement practice
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