Brand vs. Performance Ads: How AdTech Helps You Build And Grow
In advertising, every brand has two main goals: 1. Be remembered, and 2. Get results
That’s where two types of ads come into play: brand advertising and performance advertising. These are the engines behind most digital marketing strategies, and today’s adtech innovations make it easier to connect them in meaningful, measurable ways.
Here’s how adtech brings these two strategies to life in practical, real-world ways.
Brand Ads: Get People to Know and Trust You
Brand ads focus on building recognition. The aim isn’t to drive an immediate purchase, but to ensure your brand comes to mind when the need arises.
According to research from Marq, consistent branding can boost revenue by up to 33%. That’s because when people remember your brand and trust it, they’re more likely to choose it later — even if they don’t convert on the first touch.
What Brand Ads Do:
- Introduce your brand to new people
- Make your message memorable
- Build an emotional connection and trust
What Success Looks Like:
- More people recognize your name or logo
- They associate you with a lifestyle or value
- Your audience thinks of you without being prompted
Where You See Brand Ads:
- Streaming TV ads (CTV)
- Video ads on YouTube
- Eye-catching banner or mobile ads
Adtech platforms help brand advertisers target specific audiences and track engagement. For instance, a pet food brand might launch a playable mobile carousel ad where users interact with a fun, snack-themed game while learning about product benefits. Tools on the backend can measure gameplay time, product views, and even recall, giving marketers insight into what content resonates and why. You can check our real-world sample here.
Performance Ads: Get People to Take Action
Performance ads are designed to prompt immediate action — whether that’s downloading an app, signing up for a service, or making a purchase.
What Performance Ads Do:
- Drive sales, signups, downloads, installs, or traffic — whether that’s foot traffic to physical stores or visits to a website or app
- Track what people do after they see the ad
- Help marketers spend money only when results happen
What Success Looks Like:
- High click-through and conversion rates
- More customers at a lower cost
- Clear ROI (return on investment)
Where You See Performance Ads:
- Search ads when you Google something
- App install ads on mobile games
- Mobile display or interstitial ads that drive direct conversions
- Retargeting ads that follow you after visiting a website
- Shoppable video ads that appear on Connected TV (CTV)
Performance ads rely on data and optimization. Adtech platforms track clicks, conversions, and spend in real time — whether it’s a mobile ad that links users directly to a retailer’s site for instant shopping, or a CTV experience that lets viewers add products to cart with a remote. This allows marketers to quickly refine their approach, improve outcomes, and ensure that every impression counts. You can check our creative sample here.
What’s the Goal? That’s How You Choose
The biggest difference between brand and performance ads comes down to one thing: What are you trying to achieve?
In adtech, decisions like these are based on real data. With the right tools, you can analyze your audience, make smarter budget choices, and design step-by-step campaigns that begin with building awareness and lead all the way to conversion.
Smart advertisers don’t pick one or the other — they use both in a full-funnel strategy.
Don’t Choose Between Brand and Performance — Combine Them
Whether you're aiming for long-term awareness or short-term conversions, combining both approaches creates a more effective strategy. As WARC’s report The Multiplier Effect explains, "balancing brand and performance is a proven way to grow marketing ROI, brand equity, and sales impact."
Today, we have the tools to build relationships and drive results at the same time.
So instead of asking, “Should I run brand ads or performance ads?”
Ask: “What’s my goal, and how can I use both to reach it?”
Because the best campaigns don’t just get seen — they get remembered and clicked.
Want to see how this works in practice? Explore our blog post, Built to Deliver: Real Outcomes from MobileFuse Campaigns, for real-world results and ROI.
