Ranking Brand Consideration: Nativo Brings New Focus to Mid-Funnel Relationship Building

ADWEEK | September 25, 2024 To Greg Friend, advertising is a lot like lifting. Everyone reaches first for the dumbbells, but long-term growth requires focusing on the core.

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“Everybody wants to have nice arms,” Friend, vice president of insights and innovation at Nativo, said onstage during ADWEEK’s Brandweek on Wednesday. “You start to see the growth and the results right away.”

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In advertising, that’s like focusing on awareness and performance—necessary pieces of the puzzle—without understanding brand consideration, he explained.

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“As brands, we’ve neglected consumers,” Friend said. “We’ve tried to cheat and shortcut from awareness to the bottom of the funnel without taking the time to meet the opportunity and the need to make more meaningful connections or establish real relationships with our consumers.”

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Where does your brand rank?

Nativo, a tech company founded in 2010, aims to solve this problem by measuring which brands people are thinking about before making a purchase decision. That’s what Friend refers to as brand consideration and what the company measures through its Brand Rank tool.

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“It’s not enough to be known. You have to be considered,” Friend said. “Same is true on the opposite end. […] There is a consideration before you can have a conversion.”

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To measure brand consideration, the company embeds surveys into a brand’s content or websites to understand which brands consumers are thinking about at different points during the brand’s messaging campaign.

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There are certain triggers built into those surveys to ensure that the right people are being targeted, Friend said. Some might be only served to people who spent 20 seconds with the brand’s editorial content, watched part of a video, or scrolled through at least three slides on a social post.

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In one example, Nativo worked with the tourism office for Wicomico County in Maryland to achieve a 350% lift in brand consideration.

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“When you focus on that middle piece of connecting with consumers, it makes those branding dollars and those performance dollars work that much harder and that much more successful,” Friend said. “We start to leverage consideration to understand and prove the value of those more connective tissue campaigns, and eventually, we’ll start to see much more clear results from that bottom-of-the-funnel perspective.”

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