Brand Halo in Retail Media: Definition | Particular Audience
Brand halo is the sales uplift across a brand's wider range caused by advertising one of its products.
Brand halo
Brand halo is the sales uplift a campaign creates across a brand's wider range, beyond the specific product that was advertised. A shopper might see a sponsored running shoe and buy the same brand's socks or a different model. Reporting brand halo gives brands a fuller picture of retail media's value than product-level return on ad spend.
How it is measured
Compare brand-level sales between exposed shoppers and a holdout group, excluding the advertised product.
How Particular Audience does it
In production
- Intersport Austria: Intersport launched onsite retail media — and proved brand growth in five weeks (17.3× Brand-halo ROAS)
Related guides
- Incrementality: Incrementality is the extra sales caused by advertising, measured against a group that did not see it.
- ROAS (return on ad spend): ROAS is attributed revenue divided by ad spend. What it shows, what it misses and how it relates to incrementality.