Shirofune, a leading platform in digital advertising automation, has unveiled new reporting and automatic optimization features. These enhancements now extend performance insights across the full marketing funnel, adding reach and frequency metrics to strengthen brand awareness initiatives.
Historically, advertisers have most closely focused on lower-funnel outcomes like clicks and conversions. But these measurements can miss the significance of long-term brand development and customer awareness. With this update, Shirofune enables marketers to measure upper-funnel performance in conjunction with direct response results.
The new integration adds reach and frequency tracking on Display and Video campaigns. This development allows advertisers to measure short-term conversions and long-term brand-building effectiveness, providing a holistic view of campaign performance.
“Our goal is to help advertisers manage the entire customer journey,” said Mitsunaga Kikuchi, Founder and CEO of Shirofune. “As ad formats evolve and upper-funnel activities expand, brands need automation tools that support awareness, consideration, and performance equally. With this update, we’re reinforcing our commitment to a truly comprehensive marketing automation platform.”
Supporting Full-Funnel Marketing Strategies
Upper-funnel marketing, often called TOFU (Top of Funnel), focuses on reaching new audiences and building awareness. These efforts target potential customers who are not yet seeking to buy but represent future opportunities. Common TOFU strategies include brand advertising, educational campaigns, and thought leadership initiatives that create demand and credibility over time.
In contrast, mid-funnel marketing nurtures interest and consideration by highlighting a brand’s value through informative content and comparisons. Meanwhile, lower-funnel marketing (BoFu) targets consumers ready to make a purchase, using tactics like retargeting or “Buy Now” calls-to-action.
By incorporating upper-funnel metrics into its automation and reporting systems, Shirofune helps advertisers balance immediate results with sustainable brand growth. The platform allows users to manage awareness campaigns alongside performance-driven efforts, ensuring data consistency across the marketing journey.
“Modern marketers must integrate all stages of awareness, consideration, and purchase for maximum impact,” Kikuchi added. “A unified full-funnel strategy ensures consistent engagement, stronger recall, and improved brand performance.”
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News Source: Globenewswire.com
