Branded Merchandise vs Digital Ads: Which Do Australians Remember More?

Australian businesses spend money on digital advertising, branded merchandise and other marketing activities to get their names in front of customers. But when people think back to the advertising they’ve seen recently, what do they actually remember?

We surveyed 103 people across Australia to compare their recall of physical branded merchandise and digital advertisements. This survey helps Australian business owners, marketing teams and event organisers make more informed decisions about where to spend their budget.

Key Findings

• 79 out of 103 respondents chose merchandise as the more memorable advertising format.
• 16 out of 103 respondents chose digital advertisements over branded merchandise.
• 8 out of 103 respondents remembered both advertising formats equally or were unsure which was more memorable.

Branded vs Digital Ads

In our survey, we noticed that the majority of the participants preferred merchandise. Out of 103 responses, 79 (76.7%) chose merchandise as the more memorable option, compared with just 16 (15.5%) who chose digital ads. We also found that eight respondents (7.8%) remembered both advertising formats equally and weren’t sure.

APPA’s Research on Brand Recall with Merch

We also looked at the Australasian Promotional Products Association’s (APPA) 2025–26 research to see what they found about brand recall. They surveyed 399 people across Australia and New Zealand, and 81% could remember the brand on promotional merchandise they’d received.

APPA’s results point in a similar direction to our figures, where 76.7% preferred branded merchandise for recall.

Why Do People Remember Branded Merchandise?

Think about the last pen, tote bag, or drink bottle you received. If you still have it, then the reason is you find it useful enough to be kept. That’s one of the advantages of branded merchandise. People can use these products at work, at home, or when they’re out, so they have more opportunities to see and remember the business behind them. When choosing merchandise, we’d recommend looking at four things:

• Usefulness: Will your customers actually use it?
• Quality: Can it handle regular use?
• Branding: Is your logo clear and easy to recognise?
• Relevance: Does the product suit your audience?

If you’re ordering for events, Swami Rossat, one of our account managers, suggests going for novelty items like novelty pens and stress shapes. Notebooks and drink bottles, two of our best-sellers, are great options as giveaways for clients who visit the office or as corporate gifts. Before you order, consider first whether they are likely to keep the items, based on their lifestyle and preferences.

How Can Businesses Make Digital Ads More Memorable?

Digital advertising is useful when you want to reach people quickly, especially for promotions and online enquiries. We even allocate a portion of our marketing budget to advertising. To make them more memorable, we suggest you keep your ads clear and easy to understand. It should directly answer what you offer and where. Here are four things worth checking:

1. Show your logo or company name early
2. Focus on one main message
3. Use visuals that suit your target audience
4. Include a clear next step, such as visiting your website or getting a free quote

You can also support digital campaigns with branded merchandise. For example, you might promote an upcoming trade show through social media ads, then give visitors a branded notebook or tote bag when they attend.

Which Advertising Method Suits You

I suggest you don’t choose just one advertising method. Invest in both. Online ads help boost website traffic. But if you’re exhibiting in a trade show or having your clients visit your showroom to take a look at what you offer, I recommend giving out merch. Here’s what we’d suggest for common marketing goals:

For events, using both methods can make sense. Digital ads can help you reach potential attendees before the event, and merchandise gives visitors something useful to take home afterwards. You should also consider how you’ll measure success. Website enquiries are relatively easy to track through digital campaigns, and you can use QR codes, customer feedback or follow-up enquiries to assess how your merchandise performed.

Undecided on the Merch?

We usually start by asking who will receive the merchandise and how they’re likely to use it. For large conferences, we often recommend pens, notebooks, and tote bags because attendees can use them during the event. Businesses preparing customer gifts might prefer drinkware, umbrellas, or boxed gift sets, depending on their budget and audience. Our account managers can also help you compare:

• Products suited to your customers
• Branding methods and logo placement
• Materials and product quality
• Bulk quantities and pricing
• Options within your budget

We provide free digital artwork mock-ups so you can review your logo placement before production. If you’re ordering an unfamiliar product, we can also discuss physical samples to help you check the material, size, and finish.

What Should Your Business Take Away?

Digital ads are useful for reaching customers quickly, although people may move past them within seconds. Branded merchandise gives people something physical to keep, and a useful product can remind them of your business whenever they use it. We’d recommend thinking about what your customers would genuinely appreciate before placing an order. A practical product that suits their everyday needs is a better starting point than choosing the cheapest giveaway. If you’re planning a campaign, we can help you compare promotional products and branding options for your budget. Call us on 1300 858 288 to discuss your bulk order.