¿Qué variable conviene optimizar en campañas de Awareness (Conciencia de marca) en el contexto de Retail Media?

For Awareness campaigns in Retail Media, optimizing frequency and reach is crucial. Reach ensures the brand message is seen by the maximum number of unique users within the platform, expanding visibility. Frequency guarantees those users encounter the message enough times to build effective brand recall and familiarity (Top of Mind). Unlike performance metrics like CPA (Cost Per Acquisition) which focus on direct conversions, Awareness campaigns aim to build a strong foundation of brand recognition. CTR (Click-Through Rate) is more relevant for consideration or conversion campaigns, and Ad Score is an internal quality metric, not a primary optimization variable for brand awareness. By focusing on frequency and reach, brands can effectively introduce themselves to potential customers, paving the way for future consideration and purchase.