New Fospha Research Reveals Brand Investment Drives Higher Aov 85% of the Time

Fospha, a full-funnel marketing measurement platform, has launched its groundbreaking Glow Report, providing marketers with the first causal framework connecting brand investment to real financial outcomes.

Key insights:

• Leading indicators predict business outcomes: Engaged visits and branded search impressions are early signals, moving quickly in response to brand campaigns and reliably forecasting future results.
  
  
• Sustained brand spend protects pricing power: Brands that invest consistently in brand see year-over-year improvements in Average Order Value, while those spending less than 5% experience decline.
  
  
• Discovery channels drive future demand: TikTok, YouTube, Snapchat, and Demand Gen campaigns show significant impact on leading indicators. Snapchat drives 103% YoY growth in engaged sessions while TikTok delivers 40% growth in branded search.
  
  
• Brand investment delivers measurable financial returns: Brands investing >5% of budget in Awareness and Consideration see up to 218% higher ROAS.
  
  

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The Glow Report introduces Bayesian network modeling to expose the causal relationship between brand investment and business performance. This breakthrough approach goes beyond correlation to prove how brand spend influences downstream outcomes, giving marketers the proof they need to defend and optimize budgets.

“Marketers have always known that brand investment drives long-term growth, but proving its impact—especially to CFOs and CEOs—has been notoriously difficult,” said Sam Carter, CEO of Fospha. “For years, we’ve pioneered full-funnel measurement to give brand activity the credit it deserves. Glow is the breakthrough: it identifies the leading signals that connect brand spend to tomorrow’s business outcomes, giving marketers the confidence to invest—and the evidence to justify it.”

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Sweaty Betty implemented Fospha’s approach and measured a 2.3% uplift in AOV among new customers following their brand campaign launch.

“Glow was the missing piece of the puzzle for us in understanding why AOV was moving in ways we had never been able to explain before,” said Jon Grail, Director of Growth at Sweaty Betty. “It has absolutely shaped the way we think about future decisions to influence AOV.”