The Awareness Effect: how ad awareness unlocks everything else

Posted on: October 6, 2026

Join us on Wednesday 18th November from 9.15am - 11.30am at the Ham Yard Hotel for our next free event.

Imagine there was an easy-to-track metric that was an early warning system for marketers that the money they have invested in advertising is going to pay off.

Well, turns out there is a simple, practical metric that does just that. It was there all along; we just stopped paying it much attention.

“The Awareness Effect: how ad awareness unlocks everything else” is a major new study by Ebiquity, Gain Theory, and WPP Media based on YouGov data.

It shows that people simply being aware of advertising is a key early signal that advertising is going to work. Its findings mean marketers should reconsider the value of ad awareness as a leading indicator of success and as a key marketing objective.

At this event you’ll discover what lies behind ad awareness and how it links to broader brand outcomes such as consideration, purchase intent, and quality. We’ll also explore the wide-ranging media implications of the new study, looking at scale vs efficiency, sector dynamics, and the optimal channel mix.

Alongside this, we’ll uncover the ingredients behind brilliant creativity: what makes ideas break through, stick in the memory and work disproportionately hard for the brands behind them; and what today’s brand guardians can learn from the ads that got it right.

Details for your diary

📅Wednesday 18th November
🕑9.15am - 11.30am
📍Ham Yard Hotel, 1 Ham Yard, London, W1D 7DT