How to measure the effectiveness of brand awareness to ensure that consumers recognize the brand?

Impressions - Impression measurement is incredibly important for companies that regularly use display ads to bolster their brand awareness campaign. Impression measurement tells you exactly how many customers or users view your display adCustomer Engagement - This includes everything from brand recognition to brand-specific web searches to content resonance. Reach - Reach simply refers to the sheer amount of customers, users or prospects that you are reaching with your content

The measuring of brand awareness campaigns being effective is a debatable subject. If X drives from A to B and sees25 Billboards of different brands how many brands does X remember? There are lots of criteria for someone to remember or become aware of a particular brand. One question that perhaps can give us an answer would be how personalized was a particular brand awareness campaign. The more personalized the marketing campaign the more chances of it being effective and more easier to measure the effectiveness as the target audience would be smaller. An example can be of Above the line and Below the line Advertising. Where Below the line or Niche marketing is more easier to measure than Above the line or Mass marketing.