The New Rules of Discoverability
As algorithms evolve, consumers are increasingly immersed in their own, highly tailored digital ecosystems. The content they engage with the most influences the media they’re exposed to across CTV, audio, social media, etc., ultimately creating the perfect environment for personalized ads and promotions across the digital channels they frequent. Long gone are the days when brands prioritized mass-market advertising in the hopes of capturing a few brand loyalists. So, how can they stand out ahead of their competitors when consumers are constantly online, navigating an endless stream of curated ads and content?
The way consumers find brands has evolved
Brand discoverability is less linear than it once was, and distribution across channels is key to success. The average US adult spends 13 hours and 26 minutes consuming media on screens, according to eMarketer, and they’re using more than just Google Chrome and similar browsers for search. Browsing is taking place across social media (most notably TikTok), retail media sites, and AI platforms in mobile formats with nearly one-third of consumers accessing the internet only from their cell phones.
They’re engaging with social media influencers, podcast creators, celebrities, and more across different platforms and sharing information and recommendations with one another along the way. This creates the perfect opportunity for brands to stay top of mind and build a positive reputation within these highly curated circles.
Credibility is a competitive advantage
Consumers today have more ways than ever to discover brands, but that doesn’t mean they have to automatically trust them. Personalized messaging makes the brand or product feel relevant, and consistent reviews and real testimonials from respected creators, podcasters, friends, and family build credibility.
Cutting through the noise
The challenge for brands is no longer simply getting in front of consumers. As AI and large language models (LLMs) increasingly influence search results, recommendations, and personalized digital experiences, brands face growing competition for consumer attention. Rather than only prioritizing visibility in search results, they need to ensure they’re also included in the answers and recommendations.
Beyond search, it’s important for brands to be intentional about how, when, and where they connect with consumers. This means delivering relevant, compelling creative in environments that align with their target audiences’ interests, balancing frequency to avoid ad fatigue, and maintaining consistent messaging across channels. It’s equally important to reach current customers with new messaging to introduce new products and build brand loyalty over time.
Measuring discoverability beyond visibility
As consumers continue to discover new brands and products across various channels, traditional metrics like search rankings, clicks, and impressions can provide insight into visibility, but they don’t tell the full story. Instead, marketers should look at how their advertising influences consumer behavior throughout the purchase journey. Metrics such as incremental reach, brand awareness, ad recall, lift in consideration, and branded search activity show how consumers find, remember, and ultimately choose a brand.
Connecting these insights to business outcomes, like sales lift and incremental conversions, provides a more complete understanding of how exposure translates into action. As AI-powered recommendations become more common, brands should also evaluate their presence within these AI-generated answers to determine how accurately their messaging, website, and products are represented.
For a brand to be found, considered, and chosen today, it takes more than just visibility. It requires relevance, credibility, and the ability to build meaningful connections with consumers across an increasingly fragmented digital landscape.
Author
Erin Jeffery
Associate Director, B2B Marketing, Global Platforms & Automation, SiriusXM Media
