The positive impact on a brand where strong performance in one channel, product, or audience carries over and lifts results in adjacent channels or products.
D2C halo effect examples: a brand that runs a strong Meta video campaign often sees increased branded search volume on Google, improved email open rates, and higher direct traffic conversion — Meta is doing more than the attributed sales show. Accounting for halo effects is one reason why MER (blended ROAS) is more useful than channel-level ROAS for understanding true marketing efficiency.
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