Definition of the indirect impact or the halo effect in television  

The indirect impact of a TV ad is measured in the days, weeks even months following a TV spot, contrary to the direct impact that is measured during the first minutes following the broadcast of the spot.

The indirect impact captures the incremental traffic on the long run provoked by the recognition effect delivered by a campaign to the brand. This traffic augmentation isn’t linked to a specific spot and can be observed even when a TV campaign isn’t broadcasted. TV plays a huge role regarding the brand image, that is nowadays precisely quantifiable thanks to digital KPIs. All this info help build and adjust media plans.

The indirect impact is a really good indicator of the efficiency of a TV campaign when speaking of the brand image, the reputation and the recognition. They can know if their TV campaign reached the right audience, at the right moment and the right place, and modify or optimise their media plan if not.

All of these key KPIs help build the brand, especially those who’ve chosen a brandformance approach, that mix branding and performance.