A new brand wants to run a campaign to find people who are most likely to remember their ad. Which ad objective should be used?

The Brand Awareness objective is specifically designed to increase people's awareness of a business, brand, or service. When this objective is selected, Meta's ad delivery system is optimized to show ads to people who are most likely to pay attention to them and recall them later. This is measured by the "ad recall lift" metric, which estimates the number of people who would remember an ad if surveyed within two days. This directly fulfills the new brand's goal of finding an audience likely to remember their ad.

A. Engagement: This objective optimizes for interactions such as likes, comments, and shares, not for the cognitive outcome of ad recall.

B. Traffic: This objective's primary goal is to drive clicks to a website or app, which does not prioritize whether the user remembers the ad.

D. Conversions: This objective is focused on prompting valuable actions like purchases or sign-ups, a much lower-funnel goal than ad remembrance.

1. Meta Business Help Center, "About ad objectives." Under the "Awareness" category, the documentation states, "The brand awareness objective is for ads aimed at reaching people who are more likely to be interested in your brand." This objective is directly linked to recall. (Meta Business Help Center, Article ID: aBu334226244182632)

2. Meta Business Help Center, "About the brand awareness objective." This document explicitly states: "The brand awareness objective is for advertisers who want to show ads to people who are more likely to remember them... When you create an ad with the brand awareness objective, you can see the estimated ad recall lift (people) metric." (Meta Business Help Center, Article ID: aBu334226244182632, Section: "The brand awareness objective")

3. Meta Business Help Center, "About Ad Recall Lift." This resource defines the metric central to the Brand Awareness objective: "Ad Recall Lift is the best metric to understand how many people are likely to remember your ad." It further clarifies that this is a key performance indicator for Brand Awareness campaigns. (Meta Business Help Center, Article ID: aBu334226244182632, Section: "Ad recall lift (people) estimation")