While direct response marketers have metrics like cost per lead and conversion rate to see campaign effectiveness, brand marketers have less concrete metrics (e.g. awareness reach and video views) leaving marketers unsure about the effectiveness of their branding efforts. @VisualIQ found that 80% of marketers said that it’s more challenging to measure the impact of branding efforts than direct response. However, crucial prerequisites of a consumer’s buying decision are brand recognition and affinity. - Link