Reaching consumers who have heard of your brand or product but need to understand details about the product or service to be sold on your brand specifically. These consumers are often researching a product category and are evaluating your brand against the competitive set. To be brought into their consideration set and selected, brands must showcase the benefits and key differentiators. When looking at the marketing funnel, consideration is considered mid-funnel along the customer journey, sitting between upper funnel brand advertising and lower funnel direct response advertising. See other stages of the marketing funnel, such as awareness and conversion.