Widening reach drives incremental sales that high-frequency targeting misses
indexed effectiveness
frequency > 2180
frequency 1100
StatBrand Strategy
Reach typically drives 14% of incremental sales, a multiplier effect that highlights the untapped potential of a wider audience. In a meta-analysis of 21 EMEA CPG brands advertising on YouTube, weekly frequency of more than 2 indexed at 180 against 100 for frequency 1.
Source
The Effectiveness Equation - Google Market Insights EMEA, with Kantar, Nielsen, Ekimetrics, Ipsos MMA, the Behavioural Architects and WARC (2025)
Michal Protasiuk, Ahmet Bas, Jonas Christensen, Vanessa Bruns, Emily Allen and Jonny Protheroe (Google Market Insights, EMEA)
Figure 08, p. 30, The Effectiveness Equation (2025), Nielsen Catalina Solutions 2022 and Google-commissioned Nielsen MMM meta-analysis, 2024
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PrincipleMarketing measures itself on only one side of the profit equationStatMost organisations have no agreed definition of what marketing effectiveness meansStatBrands with pricing power command roughly twice the price of brands without itStatPricing power comes from meaningful difference, not from salienceCaseA UK skincare brand turned a 2% revenue increase into 7% by lowering its price elasticity firstPrinciplePromotion-heavy communication raises price sensitivity; balanced brand building lowers itStatPricing power and resistance to price rises correlate strongly and measurablyStatHalf of advertising's sales effect arrives after the fourth monthStatMedia returns peak with roughly half to sixty per cent of the budget in brand buildingStatRaising brand awareness lifts short-term sales as well as long-term onesWarningWinning back share costs nearly twice what cutting the budget savedWarningEvery dark quarter costs future revenue that takes years to rebuild