In an era where digital advertising is dominated by programmatic buying, brand awareness campaigns have become a crucial component of major brands’ marketing strategies. Unlike performance-driven campaigns that focus on conversions, brand awareness campaigns prioritize visibility, engagement, and recall, making them highly lucrative for publishers who can offer premium ad placements and high-quality audiences.
As advertisers increasingly allocate budgets to premium brand awareness campaigns, publishers can leverage SSPs (Supply-Side Platforms) to secure high-value demand sources and optimize revenue. This article explores high-performing brand awareness campaign examples, the role of SSPs in securing premium demand, and how publishers can maximize their ad inventory’s value.
What is a Brand Awareness Campaign?
A brand awareness campaign focuses on increasing visibility, recognition, and positive perception of a brand rather than driving immediate sales or conversions. These campaigns often leverage high-impact ad formats, such as:
- Display ads with premium placements
- Video and Connected TV (CTV) ads for immersive storytelling
- Native content sponsorships that seamlessly integrate into editorial content
- High-impact takeovers, such as homepage mastheads and interstitials
Unlike direct-response advertising, brand awareness campaigns are designed to:
- Build familiarity with a brand among a target audience
- Strengthen brand association through repeated exposure
- Engage users with visually appealing and interactive ad formats
For publishers, securing premium brand awareness demand can lead to higher CPMs, longer campaign durations, and access to high-budget advertisers.
Brand Awareness Campaign Examples That Delivered High Engagement
Example 1: The New York Times & Google – Native Content Sponsorship
Campaign Overview:
Google partnered with The New York Times to create a branded content campaign focused on the future of AI and journalism. The campaign included:
- Long-form sponsored articles discussing the ethical implications of AI in media
- Custom-designed infographics and interactive features
- Video interviews with industry experts
Key Performance Insights:
- The content received over 1 million views within the first month
- Average engagement time exceeded 6 minutes, demonstrating high reader interest
- The campaign enhanced Google’s thought leadership in AI and innovation
Takeaway for Publishers:
- High-quality native sponsorships drive user engagement and long-term brand trust
- Interactive and multimedia elements improve ad recall and content stickiness
- Premium publications can attract top-tier tech advertisers through in-depth brand storytelling
Example 2: The Washington Post & Land Rover – Interactive Rich Media Campaign
Campaign Overview:
Land Rover launched a rich media takeover campaign on The Washington Post to promote its latest luxury SUV. The campaign included:
- A full homepage takeover with an interactive, immersive ad experience
- Expandable rich media ads showcasing vehicle features and off-road capabilities
- 360-degree virtual test drive experiences embedded within the page
Key Performance Insights:
- Users spent an average of 12 seconds engaging with the ad, exceeding standard benchmarks
- The campaign achieved a 72% higher brand recall rate than traditional display ads
- Engagement rates were 50% above automotive industry standards
Takeaway for Publishers:
- Premium homepage takeovers and interactive ad units drive exceptional engagement
- Luxury and automotive brands favor high-visibility ad formats for branding
- SSPs with rich media capabilities can help publishers secure premium ad budgets
Example 3: Visual Capitalist & Canadian Manufacturers & Exporters – Interactive Infographic Campaign
Campaign Overview:
Visual Capitalist partnered with Canadian Manufacturers & Exporters (CME) to create data-driven infographics addressing industry challenges like raw material inflation and labor shortages. (Pressboard Media)
Key Performance Insights:
- The campaign generated 220,000 impressions
- Achieved engagement rates as high as 4.5%
- The content ranked high in Google search results, increasing organic reach
Takeaway for Publishers:
- Interactive infographics effectively communicate complex topics, increasing engagement
- Data-rich, visually compelling content attracts high-value advertisers
- Collaboration with industry organizations enhances publisher credibility and reach
How Publishers Can Benefit from Premium Brand Awareness Demand
1. Leverage SSPs for Access to High-Value Advertisers
Premium SSPs, such as WaardeX, help publishers connect directly with top-tier brand advertisers looking for high-impact placements.
Best Practices:
- Enable high-impact formats (rich media, video, and interstitial ads) to attract premium brand awareness budgets
- Use AI-driven yield optimization to ensure higher CPMs for brand campaigns
- Offer custom sponsorship opportunities through direct SSP integrations
2. Optimize Premium Inventory for High CPMs
Brand advertisers prefer premium, high-visibility placements that ensure strong engagement.
Best Practices:
- Implement above-the-fold ad units for better visibility
- Use contextual targeting to place brand awareness ads in relevant content
- Offer exclusive ad slots to premium advertisers, reducing clutter and increasing brand impact
3. Integrate Video and CTV Advertising for Higher Engagement
As video consumption continues to rise, publishers can leverage CTV and in-article video to secure high-value brand campaigns.
Best Practices:
- Work with programmatic video SSPs to attract brand awareness buyers
- Ensure video ads are optimized for mobile and desktop experiences
- Use engagement metrics (viewability, completion rates, interaction rates) to attract premium demand
Industry Insights: The Future of Header Bidding
According to IAB’s 2025 Digital Advertising Report, brand awareness ad spend will surpass $120 billion globally, with video and high-impact display accounting for 75% of total spending.
Additionally, an AdExchanger found that publishers who offer premium ad placements through SSPs experience a 50% increase in CPMs for brand awareness campaigns compared to standard display ads.With advertisers prioritizing engagement-driven ad formats, publishers who optimize inventory for premium brand demand will capture higher ad revenue and long-term brand partnerships.
Conclusion
By working with premium SSPs, leveraging high-impact ad formats, and optimizing placements, publishers can attract top-tier brand advertisers and maximize CPMs.
Want to maximize brand awareness revenue?
Sign up with WaardeX today to access premium brand demand and AI-powered monetization solutions.
