Shirofune Introduces Full-Funnel Metrics for Digital Advertising
EL SEGUNDO, Calif., Oct. 15, 2025 — Shirofune, a leader in digital advertising automation, has announced a significant expansion of its platform capabilities. The company now supports upper-funnel metrics such as Reach and Frequency for Display and Video ad campaigns, moving beyond traditional lower-funnel performance indicators like clicks and conversions.
This development empowers marketers to gain insight into brand awareness efforts and long-term engagement, not just short-term outcomes. The new features emphasize a holistic view of the customer journey, aligning with evolving advertiser needs in an increasingly complex digital landscape.
Bridging the Gap Between Branding and Performance
Historically, digital advertising has focused on measurable actions such as lead generation, sales, and conversions. These lower-funnel goals are critical but often overlook the importance of building brand recognition and mental availability. With the rise of immersive ad formats such as video, upper-funnel strategies are playing a more significant role in comprehensive marketing initiatives.
“In recent years, as digital advertising media and formats have become richer, such as with video, the proportion of upper-funnel advertising in digital advertising has grown significantly,” said Mitsunaga Kikuchi, founder and CEO of Shirofune. “This update reflects our commitment to providing a truly comprehensive automation platform that supports both performance and brand marketing goals.”
By incorporating Reach and Frequency metrics into its automated reporting and optimization tools, Shirofune enables advertisers to assess both immediate and sustained campaign effectiveness.
Understanding the Marketing Funnel: TOFU, MOFU, and BOFU
The marketing funnel is typically divided into three stages: top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU). Each stage plays a distinct but interconnected role in guiding customers from awareness to action.
- TOFU (Top-of-Funnel): Targets audiences who are unaware of a brand. Focuses on visibility and brand recognition using tactics like brand ads, educational content, and thought leadership.
- MOFU (Middle-of-Funnel): Nurtures interest and consideration through content like blogs, product comparisons, and webinars.
- BOFU (Bottom-of-Funnel): Aims to convert ready-to-buy customers using remarketing, direct calls-to-action, and promotional offers.
Shirofune’s new capabilities help advertisers seamlessly manage strategies across all stages of this funnel, ensuring consistent messaging and optimized engagement.
Enhancing Long-Term Brand Value
Upper-funnel marketing may not result in immediate conversions, but it plays a crucial role in driving long-term success. Building brand awareness fosters mental availability, meaning consumers are more likely to recall a brand when a relevant need arises. This recognition translates into future purchasing decisions and customer loyalty.
“The aim is to build mental availability, ensuring your brand comes to mind when a relevant need arises,” Kikuchi added. “A full-funnel marketing strategy integrates all three stages—awareness, consideration, and purchase—ensuring consistent messaging and engagement throughout the customer journey.”
Shirofune’s new tools allow advertisers to analyze how often their ads are seen and by how many unique users, providing a deeper understanding of campaign reach and saturation. These analytics are essential for managing brand exposure and avoiding ad fatigue among target audiences.
Streamlining Campaign Management with Automation
Founded in 2014, Shirofune has become a trusted platform for automating digital advertising across multiple channels. Its interface simplifies the management of day-to-day campaigns, delivering increased efficiency and productivity for marketers.
To date, Shirofune has powered over 300,000 active ad campaigns and automated more than 10,000 advertising accounts. The platform is also the only Yahoo! Ads API-certified partner tool in Japan, further cementing its reputation as a leader in the ad tech space.
With the inclusion of Reach and Frequency metrics, the company’s platform now offers a more complete suite of tools for advertisers aiming to balance short-term performance with sustainable brand growth.
Looking Ahead
As digital advertising continues to evolve, the need for integrated, full-funnel solutions becomes more critical. Shirofune’s latest update positions the company as a forward-thinking player in this space, offering tools that align with modern marketing strategies and consumer behavior.
Whether brands are promoting awareness through video ads or driving conversions with targeted calls-to-action, Shirofune’s platform now supports every stage of the customer journey, making it a versatile solution for advertisers aiming to maximize both reach and results.
For more information, contact Michele Nachum at Firecracker PR via michele@firecrackerpr.com.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.