It's not an accident that these channels are also the most expensive as this is the whole concept of "Costly signalling". Brands on these channels are seen as premium partly because they are expensive and therefore exclusive.
Also Tom, you may be overestimating the negative impact of social media ads on your own perceived premiumness and trustworthiness. Yes, you probably need TV, OOH and that Arsenal shirt sponsorship to get into the 40s and 50s, but 26% and 28% is already a good level to be at, and that doesn't necessarily mean your social media ads are holding you back.
It's not just important that you're aware of a brand, you need to know other people are aware of the brand as well – hence why channels like TV/Outdoor do so well vs 1-to-1 channels like Meta.
It's not an accident that these channels are also the most expensive as this is the whole concept of "Costly signalling". Brands on these channels are seen as premium partly because they are expensive and therefore exclusive.
Also Tom, you may be overestimating the negative impact of social media ads on your own perceived premiumness and trustworthiness. Yes, you probably need TV, OOH and that Arsenal shirt sponsorship to get into the 40s and 50s, but 26% and 28% is already a good level to be at, and that doesn't necessarily mean your social media ads are holding you back.
It's not just important that you're aware of a brand, you need to know other people are aware of the brand as well – hence why channels like TV/Outdoor do so well vs 1-to-1 channels like Meta.