Brand Awareness & Upper-Funnel Impact

Connecting reach, frequency, recall, and branded search lift to pipeline velocity — shared evidence for brand and performance teams

Lumina Health DTC

$380K/mo

Unaided Recall

47%

+6pp vs Q2

Aided Recall

68%

+4pp

Branded Search Lift

+18%

Wk8 post-flight

Share of Voice

23%

+3pp vs Q2

Pipeline Velocity

34d

-11d improvement

Consideration Lift

+14%

Survey panel

Brand Recall Trend — Q3 Campaign

Branded Search Volume Lift Index

Reach & Frequency Efficiency by Channel

Share of Voice vs Share of Market

Ad Recall Rate by Creative Concept

Concept	Recall %	Lift
Hero Journey	52%	+8pp
Testimonial Series	48%	+6pp
Product Demo	44%	+3pp
Lifestyle Montage	39%	+1pp
Expert Interview	36%	0pp

Frequency Saturation Analysis

Efficiency drops at 5.2 frequency for Podcast channel — CPM increased 14%

Upper-Funnel CPM Benchmark

Connected TV $28.50 -8% vs industry

Podcast $22.00 -3% vs industry

Display $8.50 +2% vs industry

YouTube $12.80 -12% vs industry

Brand Halo Effect

Direct Traffic Lift +24%

Organic Search Sessions +16%

Branded URL Entries +19%

Avg. Session Duration +31%

Brand-to-Performance Spend Ratio: 38:62

Current allocation optimized for pipeline velocity. 15% brand spend increase forecast to compress velocity by additional 8 days and lift branded search +22% within 2 quarters.