What does "ad recall" measure?

Ad recall specifically measures a consumer's ability to remember and recognize a brand or advertisement after they've been exposed to it. This metric is essential for understanding how effective an advertisement is at leaving a lasting impression on viewers. A strong ad recall indicates that consumers not only saw the ad but also retained information about the brand, which is critical for brand recognition and consumer behavior.

By evaluating ad recall, marketers can gauge the impact of their campaigns and make informed decisions about future advertising strategies. High ad recall is often correlated with increased brand awareness and can lead to higher sales figures in the long run, as consumers are more likely to remember and choose the brands they recognize when making purchasing decisions.