In our “DigitalLexicon” series, we introduce you to the most important terms and topics from the field of online marketing. On the agenda today: branding and performance campaigns. How do they differ, what are they used for and how do we work with the two campaign types at ad pepper? You can find all that out here.

Branding campaigns primarily aim to increase awareness of a brand or company. With the help of emotional, aesthetic and appealing content, the brand is to be anchored in the customer’s consciousness. For branding and awareness campaigns, optimization is also possible in addition to reach targets – these could be KPIs in the area of viewability, brand safety or reaching the appropriate target group, for example.

Performance campaigns are designed to meet pre-determined goals such as leads, engagements or conversions, and are constantly optimized during the campaign period. These adjustments are aimed at increasing the performance of the campaign.

So which campaign type is better now? Of course, there is no simple answer to this question. But one thing is clear: branding and performance can’t do without each other. So a mix of the two strategies is the right way to build a successful marketing strategy. Branding provides the foundation of brand awareness, which performance campaigns then use to activate customers.

At ad pepper, we are specialists in the field of performance marketing. We always optimize our campaigns to targets set together with the client. We can play out performance campaigns in all areas of digital marketing, and our 20+ years of experience help us achieve campaign goals every time. But even though our heart beats for performance marketing, we naturally also have branding measures in our program. With our product iSense, we play out digital campaigns using semantic topic targeting exactly where your target group is moving on the web. So whatever the type of campaign, ad pepper is your expert digital marketing partner.