One media channel's indirect impact on other channels' performance, invisible in classic attribution.
The halo effect covers cross-channel spillovers: a TV wave boosting Google searches for your brand, a DOOH campaign improving your social ads' click rates. These effects appear in no platform report, since each claims the final conversion.
Ignoring the halo leads to under-investing demand-creating channels (TV, OOH, audio) in favor of demand-capturing ones (Search, retargeting) — until demand dries up and blended CAC soars.
"We measure halo through drive-to-web (airing/traffic correlation), brand queries and geo-experiments. That's often where a TV campaign's real profitability hides."
Let's conduct an audit of your metrics together to identify your true growth levers.
