At the beginning of 2026, JUB refreshed the communication of its JUPOL brand under the slogan “JUPOL – Bringing Colour to Life”, with the aim of bringing the brand closer to younger audiences. Digital advertising formed an important part of the integrated campaign. As users increasingly see, remember and respond to ads without necessarily clicking on them, JUB partnered with iPROM to enhance the digital campaign with the iPROM Brand Lift Study and measure its actual impact on brand perception.

A campaign built around programmatic display advertising

The digital campaign centred on programmatic display advertising through the iPROM Programmatic Platform, complemented by advanced ad formats, including iPROM Mobile AdBreak, Mobile Scroll Ad, Video PagePeel Ad and Video Native Ad.

Google Search and Google Demand Gen were used to reach users who had already shown interest in home renovation and interior paints. Media buying was supported by the iPROM Private DMP, using JUB’s first-party data collected in its private data environment. The campaign was continuously adjusted and optimised based on campaign data and ongoing study results.

Brand Lift Study as an integral part of the campaign, not just a post-campaign analysis

The study compared users exposed to the ads with a control group that had not been exposed to them, measuring changes in ad recall and purchase intent. The results were not used solely for post-campaign analysis. During the campaign, they provided a basis for adjusting frequency, budget allocation and format selection, enabling optimisation based on the actual impact on users rather than clicks alone.

Most of the impact happened without a click

The campaign’s most important finding was that 71% of users who showed an increase in ad recall or purchase intent had never clicked on the ad. If performance had been measured solely through CTR and website visits, most of the campaign’s impact would have gone unnoticed.

The study also showed that the right exposure frequency is a key factor in building ad recall and purchase intent. Video formats contributed particularly strongly to the lift when users were exposed to them frequently enough.

New media habits require new metrics

The JUB project demonstrated that as media habits change, the way advertising effectiveness is measured must evolve as well. The iPROM Brand Lift Study translated the impact that clicks cannot capture into measurable results, enabling JUB to optimise the campaign based on what truly matters to the brand: better ad recall, higher purchase intent and more effective use of the media budget.

“At JUB, we wanted to understand how the refreshed JUPOL communication affects consumers’ perception of the brand, rather than simply how many clicks or website visits it generates. The Brand Lift Study showed us that advertising also has an impact in areas that standard performance metrics cannot capture. As many as 71% of users for whom a measurable advertising effect was observed never clicked on the ad. We will take this insight into account when planning future campaigns and selecting the metrics we use to evaluate their success,” said Jelka Slatinšek, Marketing Director at JUB.

“For a long time, digital advertising has been measured primarily through clicks, even though they tell only part of the story. With the iPROM Brand Lift Study, we wanted to show JUB what happens when a user is exposed to an ad: whether they remember it and whether it influences their purchase decision. The results of the JUPOL campaign confirm that display advertising remains one of the most effective tools for building brands when measured and optimised correctly. We believe that measuring impact, rather than relying on clicks alone, will become a standard part of digital campaign planning,” said Miloš Suša, CEO of iPROM.