The tension between brand and performance.

Brand vs performance.
Awareness vs conversion.
Reach vs results.

University marketers are under increasing pressure to maximise the impact of every penny in their budgets. With shifting public perceptions, declining international numbers, and financial strain all shaping the landscape, there’s a growing temptation to prioritise short-term lead generation at the expense of long-term engagement. But this doesn’t have to be the case. The key to sustainable success isn’t just capturing demand, it’s creating it. By rethinking how we balance performance marketing with brand-building, universities can build meaningful connections that drive not only applications but also advocacy, reputation, and future demand.

When the focus shifts solely to short-term metrics, we risk neglecting the power of brand to inspire, influence, and create lasting impressions that go beyond a single application cycle. But it doesn’t have to be this way.

Brand marketing isn’t a luxury reserved for big budgets or global campaigns; it’s a vital tool that can work hand-in-hand with performance marketing to drive sustainable growth. In the next sections, I'll explore both the challenges faced by universities in an ever-changing digital landscape and share some ideas on how to adapt and thrive.

The challenges: Navigating an evolving digital landscape.

1. A shifting targeting landscape.

If you’ve not been hands-on with your paid social campaigns over the past few years, you’ll be in for a bit of a shock. In 2023, Meta introduced restrictions on targeting under-18s with paid advertising; a slight issue for universities whose primary target audience sits just below that threshold.

Universities could no longer directly target prospective students based on subject interests, student life topics, or even general university-related interests. This forced institutions to shift from hyper-targeted, interest-based campaigns to broader, less precise methods, relying on demographic, geographic, and contextual targeting instead.

The real challenge wasn’t just adapting strategies, it was adjusting expectations. Channels that once drove high-quality traffic and leads became ‘awareness channels’ or ‘top-of-funnel’ placements. This shift demanded a broader understanding of marketing impact beyond immediate conversions.

2. Demand-capture over demand-generation.

In response to limitations on paid social, many universities doubled down on paid search. On the surface, this makes sense: search ads put your institution in front of people actively seeking courses, open days, or university-related information.

But here’s the catch: paid search is demand-capture, not demand-generation.

In an era where students are increasingly sceptical about the value of higher education, relying solely on paid search creates a dangerous dependency. It measures success through conversions and cost-per-click metrics, overlooking the vast audience of undecided potential students.

This overreliance risks competing for the same pool of “warm” prospects, neglecting to grow that pool in the first place. To counteract this, universities need to pivot towards brand advertising that builds genuine connections with prospective students.

The solutions: Reigniting brand presence.

1. Connected TV (CTV): Storytelling with impact.

IAB UK predicts that spending on Connected TV (CTV) advertising will reach £3 billion, doubling investment from 2023 within five years. CTV offers the emotional impact of traditional TV combined with digital targeting precision.

Universities can leverage this by creating high-quality, story-driven content that showcases campus life, academic excellence, and student experiences. Whether through short-form documentaries, alumni success stories, or behind-the-scenes campus events, CTV connects with both prospective students and key influencers like parents.

Advanced targeting ensures these messages reach the right demographics, regions, and interests, cutting through the digital noise with content that inspires, informs, and influences long before an application is submitted.

2. Programmatic audio & podcasts: Authentic voices, lasting impressions.

Universities like Swansea, Portsmouth, and Heriot-Watt have successfully used podcasts to build trust and share authentic stories. Swansea, in particular, excelled at repurposing podcast content for student recruitment advertising across social media.

But universities don’t need to create their own podcasts to activate their brand through audio. For example, the University of Hertfordshire partnered with an established podcast, allowing trusted hosts to deliver brand messages organically to engaged audiences.

Audio advertising fosters personal, immersive connections, making it an effective channel for both broad awareness and targeted engagement.

3. In-game advertising: Reaching students where they play.

One of the fastest-growing ad formats, in-game advertising allows universities to engage audiences when they’re most attentive. From seamlessly integrated brand placements to audio and clickable banners, the possibilities are vast.

Importantly, in-game ads can reach not only students but also their parents. With Millennials and Gen X being active mobile gamers, this dual reach allows universities to deliver impactful messages in an environment that feels authentic to both audiences.

4. Out-of-home advertising: Balancing digital with real-world impact.

TGI media consumption and attitudinal research highlights how out-of home indexes highly against target student audience demographics and is a form of advertising that they appreciate.

At SMRS, we conduct our own annual 'MediaMapper' study into undergraduate students' media consumption habits in relation to their university research and choices. In 2024, we found - from over 3,000 students surveyed - that behind social media, out-of-home was the channel where university advertising was noticed the most.

This reinforces the idea that while digital strategies evolve, traditional formats like billboards and transport ads still play a crucial role in influencing prospective students. By integrating out-of-home advertising with digital campaigns, universities can reinforce their brand messaging across multiple touchpoints, ensuring high visibility and sustained engagement.

Building connections that last.

The future of university marketing isn’t about choosing between brand and performance. It’s about finding the right balance.

While performance marketing drives immediate results, brand advertising creates emotional connections that influence long-term decisions. In an era of restricted targeting, shifting student perceptions, and increased competition, universities can no longer afford to treat brand marketing as an afterthought.

By embracing innovative channels like CTV, programmatic audio, and in-game advertising, universities can create meaningful, lasting connections that inspire the next generation of students - not just for one application cycle, but for years to come.