Digital advertising automation platform Shirofune is pushing beyond clicks and conversions. The platform now offers reporting and automatic optimization for upper-funnel metrics, enabling brands to track and improve long-term awareness alongside traditional performance metrics.
Historically, ad automation has focused on lower-funnel outcomes—immediate actions like clicks, leads, and conversions. Shirofune’s update brings Reach and Frequency metrics for Display and Video campaigns into the optimization mix, helping advertisers measure how many people see their brand and how often.
“As digital media formats expand, particularly video, upper-funnel advertising is becoming more critical,” says Mitsunaga Kikuchi, CEO of Shirofune. “Advertisers want solutions that manage the full customer journey, and this update helps brands build mental availability so they’re top of mind when relevant needs arise.”
Why It Matters
Upper-funnel—or TOFU—marketing targets audiences not actively seeking a product, focusing on awareness and credibility. This contrasts with mid-funnel (consideration) and lower-funnel (conversion) tactics that aim to nurture leads or close sales. By integrating upper-funnel metrics into its automated optimization, Shirofune allows advertisers to balance short-term performance with sustainable brand growth.
TOFU efforts, such as educational content, thought leadership, and brand ads, create demand over time. They improve mental recall and strengthen long-term engagement, often feeding into mid- and lower-funnel strategies. Shirofune’s update ensures that marketers can measure and optimize campaigns across the entire funnel, providing a clearer view of both immediate ROI and long-term brand impact.
“A full-funnel marketing strategy integrates awareness, consideration, and purchase stages, ensuring consistent messaging throughout the customer journey,” Kikuchi adds.
Industry Implications
With video and rich media expanding, platforms that help brands optimize for upper-funnel metrics are becoming essential. Shirofune’s approach offers a competitive edge against other ad automation tools that still prioritize clicks and conversions over holistic brand growth. For CMOs and marketing teams, this could mean smarter media spend and stronger brand recall over time.
