More than half of marketers expect the brand performance approach to increase in demand in 2025. Such data was obtained as a result of an online survey conducted by Yandex Advertising, which was attended by over 200 specialists from large and medium-sized businesses, as well as employees of advertising agencies. The study was conducted in May 2025.
Brand performance is a strategy that combines elements of branding and performance marketing, helping companies to comprehensively solve business problems. According to the survey, 6 out of 10 marketers noted that the key advantage of brand performance is the ability to build work with the audience at all stages of the sales funnel. At the same time, experts are increasingly considering this approach as an effective tool for increasing the number of leads and sales growth. In 2025, more than a third of respondents identified this function of brand performance as a priority, which is 9 percentage points higher compared to the previous year.
Awareness of brand performance strategies continues to grow. If in 2024 this term was familiar to a smaller number of specialists, then in 2025 60% of advertisers and 84% of agency employees already know about it. The most popular brand performance tools were media banners and video ads (85%), as well as content marketing (85%).
Brand performance campaigns allow marketers to work with their target audience at different levels. So, 73% of respondents use this approach to increase brand awareness, 68% — to stimulate search interest, and 47% - to increase the number of visits to the site. Strengthening image indicators and building audience loyalty also remains a significant task: this goal was noted by 57% of specialists. The greatest interest in brand performance is related to its ability to directly contribute to the growth of applications, leads and sales — this indicator increased to 79% (12 percentage points more than a year earlier).
To evaluate the effectiveness of brand performance campaigns, marketers traditionally use analysis of website traffic (87%) and data on direct and associated conversions (69%). At the same time, there is a growing interest in using additional research tools: in 2025, 55% of survey participants said that they connect Brand Lift, Search Lift, Visit Lift or Target Lift, which is 7 percentage points more than in 2024. Evaluation based on reach and number of impressions remains less of a priority, with 51% of specialists using it.
The Yandex Advertising survey reflects current market trends, where the integration of branding and performance tasks is becoming a key direction in the development of marketing strategies.
