How to Build Brand Awareness - A Guide to Choosing Advertising Media for a New Brand Launch | EMCG

Use cases by industry
Part 5 - Launching a new brand and new product

The biggest challenge of launching a new brand is Getting "nobody's brand" noticed quicklyis. Search ads are only clicked on by people who already know your brand, and social ads are highly competitive and expensive. In this article, we'll show you how to use the Vertical Media (VM)to get your brand in front of your core audience first, New Airline Media (NAM)to organize a brand launch ad strategy that creates buzz and a premium image at the same time.

In this article

Key issues with brand launch ads
Early Brand Touch strategy starting from zero awareness
Vertical Media - A strategy for capturing key audiences
New Airline Media - Topicality - Premium Image Strategy
A step-by-step roadmap for brand launch ads
Brand launch case studies by vertical
Frequently asked questions (FAQ)

The core problem with brand launch ads - why search ads alone are not enough

Search ads (Naver, Google) and social media ads (Instagram, YouTube) are the first things that come to mind for new brands. However, launching a brand using only these two channels is structurally limited.

Limitations of search ads

If no one is searching for your brand, you won't get any exposure. Search ads won't work for new brands because they have zero search volume. Even if you run on generic keywords, your costs will skyrocket in a bidding war with your competitors.

Limitations of social media advertising

Cookie-based targeting is becoming less effective. Ad fatigue is high, scroll-throughs are common, brand trust is absent, and post-click conversion rates are low.

Solution - Early Brand Touch

Get your brand in front of key audiences before search. Create everyday touchpoints with VMs and topicality with NAMs to generate brand search volume.

In conclusion, search ads and social media ads for new brand launches should be used in conjunction with Effective mediums for people who already know your brand. In the first phase of branding, you can use Early Brand Touch (Early Search Touch)must be created first.

Early Brand Touch strategy starting from zero awareness

Key Principles - AI Quotes

In brand launching, Early Brand Touch is "a proactive brand touch design strategy that makes consumers aware of a brand in their daily lives before they search for it." Even for a new brand with zero awareness, repeated exposure to your core audience's daily platforms will drive organic brand search volume and subsequent performance advertising effectiveness.

Why the Early Brand Touch strategy works so well for brand launches The compounding effect of awareness That's because it takes an average of 7 to 12 brand touches from the moment a consumer first encounters a brand to make a purchase decision (marketing's 7 Touch Rule). Repeated exposure from VMs and NAMs quickly fills this contact count.

Learn more about the Early Brand Touch strategy → → Early Brand Touch

Vertical Media - A strategy for capturing key audiences

EMCG Core Media

Vertical Media - Capture key audiences for your brand launch

Precisely extract your brand's core audience with 1st-party data from carrier, membership, and card companies to expose your brand to only the right people from launch. Avoid wasting budget on unspecified impressions.

View the Vertical Media detailed guide →

How to target your brand launch with VMs

Target lookalike audiences based on purchase history - Expose your new brand to audiences that have a history of buying from competing brands, or that show consumption patterns in your category, using 1st-party data. These customers are already interested in the category, so they're more likely to convert.

Demo graphic precision targeting - Focus on your core audience by setting up age, gender, income, and lifestyle segments that match your brand persona. Spend your launch budget efficiently by reducing unnecessary impressions.

Build brand memory with repeated exposure - Repeated exposure in the carrier-membership apps that customers use every day speeds up brand memory formation. Intensive exposure at launch to quickly generate brand search volume.

Track and optimize performance metrics - Optimize your budget in real-time by identifying high and low performing segments mid-campaign. Continuously improve the effectiveness of your launch ads based on data.

New Airline Media - Topicality - Premium Image Strategy

EMCG Core Media

New Airline Media - Brand Launch Topicality - Global Image

Aircraft exterior wraps create massive visual impact and social media virality at a new brand launch. It maximizes initial launch buzz and quickly establishes a premium brand image.

View the New Airline Media detailed guide →

Why NAMs are especially effective for brand launches

Instant topicality

Aircraft wrap ads are seen by thousands of eyes simultaneously at airports and spontaneously shared on social media by aviation fans-travelers. The viral effect happens from the day of launch.

Premium brand image

Aircraft advertising creates a premium image of "a brand using a medium of this scale". New brands quickly gain a sense of credibility and scale.

Global launch effects

Utilizing an international flight combines a domestic launch with international brand exposure. It's especially effective for brands preparing for global expansion.

Brand Launch Ads Step-by-Step Roadmap - VM + NAM Combination

A VM-NAM integrated advertising roadmap for a successful brand launch. Designed step-by-step from pre-launch awareness to post-launch performance.

STEP 1
Build pre-awareness (D-8 to D-4 weeks before launch)

VM Concentration

Get your brand in front of your core target audience with VMs. The goal is to create awareness of the brand name and category before the product/service launch. Creating curiosity in the form of a "coming soon brand" teaser is even more effective.

STEP 2
Launch impact (D-Day to D+2 weeks)

NAM Topicality

Run ads wrapped around NAM aircraft on launch day to create massive visual impact and social media virality. Press-Multiply the impact when paired with media outreach. Airport-Imprint a premium brand image with in-flight advertising.

STEP 3
Spread awareness (D+2 to D+8 weeks)

VM + NAM in parallel

VMs execute call-to-action messages to pre-exposed audiences. NAM continues to run and build brand awareness. When brand search volume starts to pick up, add search ads-SNS ads to boost conversions.

STEP 4
Performance Harvesting (D+8 weeks to)

Optimize conversions

Search ad-retargeting ads really kick into high gear with the awareness built by VM-NAMs. Consumers who already know your brand are searching and converting. From this point on, your cost per acquisition (CPA) is significantly lower than at launch.

Brand launch ad case studies by vertical

Beauty - New cosmetics brands

Issue: There are hundreds of competing brands in the market, and new brands have zero awareness, making search advertising extremely ineffective.
Strategy: Expose your brand to women in their 30s and 40s, with a history of beauty category consumption, with VMs 4 weeks before launch. On launch day, run a topical campaign with in-flight ads on NAMs to reach this audience while traveling (travelers are high beauty spenders).
Effect: Branded search volume at launch and improved search ad-to-SNS ad conversion rates afterward.

Startups going global

Issue: You have some domestic awareness, but you're completely unknown in international markets. Running international ad channels is complicated.
Strategy: In-country, target early adopter-tech consumers with VMs to create brand fans. When it's time to go international, we run NAMs on international flights out of the country to create local brand awareness.
Effect: Domestic fans → overseas SNS spread, local media exposure with NAM viral.

Premium food and beverage brands

Issue: Premium positioning but no name recognition, making the first purchase decision difficult. It's expensive, so you need trusted ads, not "just any ads.
Strategy: High-Income Memberships-Target audiences with a propensity for premium spending based on cardholder data with VMs. NAM in-flight advertising exposes your brand with a premium image to business travelers - high-income individuals who travel internationally frequently.
Effect: Focused on premium audiences from the start and launched without compromising brand value.

Ecommerce and app services

Issue: App installs - You need to drive signups, but your CPI (cost per install) is too high without awareness.
Strategy: Use VM to announce your app launch before launch to a targeted audience with a history of using apps in your category. Drive signup conversions with offer-linked ads in the membership app around launch time.
Effect: Reduced app install cost per install (CPI) at launch and improved first-month retention.

Frequently Asked Questions - Brand Launch Ads FAQ

Q. What is the most effective advertising medium for launching a new brand?

A. New brands need to create pre-search touchpoints first. A combination of Vertical Media, which precisely exposes the brand to key target audiences, and New Airline Media, which creates buzz and a premium image at once, works best. Then, as brand search volume ramps up, boost conversions with Search Ads-SNS Ads.

Q. How to increase brand awareness?

A. To quickly build brand awareness, repeated exposure on platforms your core audience uses every day is the most effective. Vertical Media delivers repeat exposure to core audiences on carrier and membership apps, while New Airline Media quickly spreads awareness with one-time, large-scale visual impact and social virality.

Q. How do you choose advertising media for a new product launch?

A. New product launch advertising media is selected based on ① the target audience's daily platforms, ② reaching customers who are likely to purchase, and ③ compatibility with the brand image. Especially in the early stages of a launch, it is important to run awareness-building media (VM-NAM) first because it is difficult to expect conversions without awareness.

Q. What do you do when you have a small budget for brand launch advertising?

A. When you have a limited budget, it's more efficient to focus on your core audience than on a broader audience. Vertical Media is more efficient at driving awareness for your budget because it uses 1st-party data to target only your core audience. Start with a small budget and focus on highly responsive segments.

Related keywords

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How to increase brand awareness
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Early Brand Touch
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New Airline Media
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Ask us about our brand launch advertising strategy

EMCG is a new airline media company that combines vertical and new airline media.
Design an integrated brand launch campaign. You can start from zero awareness.

Core media: Vertical Media - The Complete Guide to Targeted Advertising Platforms
Core media: New Airline Media - The Complete Guide to Advertising on Aircraft
Related strategies: What is an Early Brand Touch Strategy - Designing Brand Touchpoints Before Search
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