Brand Experience Barometer
from Reach3 & Keller Advisory Group
Brand experiences have the power to engage consumers
%
of Americans have engaged or would want to engage with brand experiences
“I like the idea of brand experiences because it’s something new to me and it’s interesting how brands are able to connect with their customers at a different level.”
Though younger consumers are more likely to have engaged with brand experiences, interest is high across age cohorts
Engaged with Experiences
Interested in Engaging with Experiences
Compared to ads, experiences are much more appealing and outperform ads on a host of positive attributes
Brand experiences are a more exciting way for consumers to interact and connect with brands
%
like brand experiences
%
like traditional ads
Attribute Associations
🟢 Positive Attributes 🔴 Negative Attributes
In a head-to-head comparison, experiences outperform ads in terms of excitement, uniqueness, WOM, and brand image
Which is….
More Exciting 😄
- Experiences 63%
- Advertisements 15%
More Unique ✨
- Experiences 71%
- Advertisements 10%
More Memorable🧠
- Experiences 59%
- Advertisements 17%
More Relevant ✅
- Experiences 35%
- Advertisements 31%
Brand experiences have higher shareability
%
are more likely to share/tell others about experiences
And experiences support positive brand impact
Which makes consumers ….
More Likely to Try or Use a Brand 🙌
Experiences
%
Advertisements
%
Feel More Positive about a Brand😁
Experiences
%
Advertisements
%
Feel More Emotionally Connected to a Brand🫶
Experiences
%
Advertisements
%
%s don’t add up to 100% because some consumers feel experiences and ads are equal
What does this all mean?
While traditional advertising isn’t going away, brands can leverage experiences as a unique, and impactful way to engage with target consumers. Done right, brand experiences can forge powerful connects between your brand and your customers.
A word on our approach
This study was conducted using Reach3’s proprietary mobile-first, conversational approach and Rival Tech platform that allows for the capture of robust quant data and emotive qualitative insights in real-time, all in one seamless experience.
Sample: n=1022 US consumers, aged 16+, nationally representative
Field dates: Jan 20-25, 2023
Brand experiences were defined as “experiences or events hosted or sponsored by a brand. These can be online or in-person. Experiences are NOT regular ads you might see or hear (e.g., on TV or radio).” Examples were given in the survey.
Traditional advertisements were defined as “ads brands might have on TV, online, in magazines, etc. (NOT experiences).”
Curious to know more?
Email me at dara.stlouis@reach3insights.com or use the Contact button below.
