Halo Effect

What is the Halo effect?

The Halo Effect is a psychological phenomenon where a positive impression of one aspect of a person, brand, or product influences the perception of other aspects, leading to an overall favorable evaluation.

In marketing, the Halo Effect can occur when a positive brand experience in one channel (e.g., a compelling CTV ad) positively impacts the perception of the brand across other channels and touchpoints. This can enhance overall brand equity and influence consumer behavior beyond the initial interaction.

What are the components of the Halo Effect?

• Influence Across Channels: Positive experiences in one channel can lead to improved perceptions and outcomes in other channels. For example, a well-received ad on CTV can increase a brand’s favorability on social media or drive higher conversion rates on a website.
• Enhanced Brand Equity: The Halo Effect contributes to stronger brand equity by amplifying positive associations and reinforcing favorable perceptions of the brand across various platforms.
• Emotional Connection: The effectiveness of the Halo Effect often hinges on creating a strong emotional connection with the audience, which can translate to enhanced brand perception and loyalty.

How can the Halo effect help my brand?

Wurl’s Brand Awareness Flywheel for CTV illustrates how brand marketers can use emotional affinity to enhance viewer engagement and brand loyalty effectively. The framework shows how smart marketing leverages emotion targeting to amplify viewer affinity through stages like brand perception and priming, which prep the audience with emotionally resonant content.

How can I ensure emotional resonance on CTV?

Products like Wurl’s BrandDiscovery are available to help marketers leverage emotional connections in CTV.