In one example, Nativo worked with the tourism office for Wicomico County in Maryland to achieve a 350% lift in brand consideration.

“When you focus on that middle piece of connecting with consumers, it makes those branding dollars and those performance dollars work that much harder and that much more successful,” Friend said. “We start to leverage consideration to understand and prove the value of those more connective tissue campaigns, and eventually, we’ll start to see much more clear results from that bottom-of-the-funnel perspective.”