Summary: ASI 2026 Ad Impressions Study – Promotional Product ROI, Brand Awareness and Cost per Impression for Businesses

The ASI 2026 Global Ad Impressions Study (2026/2027 edition) provides valuable insights into the effectiveness of promotional products, branded merchandise, corporate gifts and custom logo products as marketing tools.

For companies investing in branded bags, clothing, drinkware, pens, notebooks, power banks and corporate gift sets, the study offers benchmarks for estimating advertising impressions, product retention, brand recall and cost per impression (CPI).

According to the Advertising Specialty Institute (ASI), an average promotional product generates approximately 3,300 estimated advertising impressions during its lifetime, at an average cost per impression of $0.006, or 0.6 US cents.

These figures help businesses evaluate the potential advertising value of physical branded merchandise. However, they are survey-based estimates rather than guaranteed results, and actual campaign effectiveness depends on the product, target audience, quality, distribution, branding and frequency of use.

Logotrade OÜ – Logo.ee Promotional Products and Corporate Gifts helps businesses choose suitable branded merchandise, compare products and decoration methods, plan promotional gift campaigns and arrange delivery across Estonia and the European Union.

What Is the ASI Global Ad Impressions Study 2026/2027?

The Advertising Specialty Institute Global Ad Impressions Study examines consumer attitudes towards promotional products, how frequently people use branded merchandise, how long they retain it and how many estimated advertising impressions different product categories generate.

ASI is a US-based promotional products industry organisation that has conducted advertising impressions research since 2008.

The 2026 study surveyed nearly 5,000 consumers across the United States, Canada, Mexico and European markets.

Its international coverage included 21 European countries, including Finland and Sweden.

Importantly, Estonia, Latvia and Lithuania were not part of the European country sample.

Therefore, the ASI 2026 data should be used as an international benchmark rather than direct evidence of promotional product performance in Estonia or the Baltic states.

Category-level lifetime impressions and cost-per-impression figures are based on US research data.

The original research is available in the ASI Global Advertising Impressions Study 2026/2027 – International Report.

What Are the Most Important Findings of the ASI 2026 Study?

Five findings are particularly relevant for marketing managers, business owners and promotional merchandise buyers.

1. An average promotional product generates approximately 3,300 impressions.

Each time a branded product is seen during use, it may create a brand exposure opportunity.

An impression does not necessarily mean that the viewer consciously noticed the logo or remembered the company.

2. The estimated average cost per impression is $0.006.

This corresponds to 0.6 US cents per estimated advertising exposure.

Actual cost per impression depends on the total campaign expenditure and how often the merchandise is used and seen.

3. Approximately 85% of surveyed consumers remember the advertiser.

This indicates that promotional merchandise can support advertiser recall, although it does not prove that every recipient will remember the brand or make a purchase.

4. About 76% report being more likely to do business with an advertiser that gave them a promotional product.

This measures stated purchase intention, not actual sales conversion.

5. Among US respondents, 78% keep promotional products because they find them useful.

This finding highlights the importance of choosing gifts that fit naturally into recipients' daily lives.

The central business lesson is that usefulness, product quality and audience relevance are more important than simply distributing the largest possible quantity of inexpensive merchandise.

Which Promotional Products Generate the Most Advertising Impressions?

The ASI study compares estimated lifetime impressions across different promotional product categories.

The following figures are based on US data.

Promotional product categoryEstimated lifetime impressionsBranded fleece jackets and outerwear9,000Promotional bags and tote bags4,900Branded caps4,000Custom logo T-shirts3,500Branded polo shirts2,900Promotional pens and writing instruments1,900Custom power banks1,800Branded drinkware1,300Desk and office accessories1,200Buttons, lanyards and stickers600Branded notebooks and notepads500

Source: ASI Global Ad Impressions Study 2026/2027. These are US category benchmarks, not independently measured results for Estonia.

This comparison reveals two distinct promotional merchandise strategies.

High-visibility branded merchandise includes bags, jackets, T-shirts and caps. These products are frequently used outside the home and may expose the company logo to additional people.

Personal-use corporate gifts include drinkware, notebooks, pens and office accessories. They may generate fewer impressions but can become familiar objects used during important business interactions.

Both approaches can be effective when matched to the correct marketing objective.

Explore Logo.ee's promotional product catalogue and TOP 10 Promotional Products.

Why Are Branded Bags Effective Advertising Products?

Promotional bags and custom logo tote bags offer significant brand visibility because they are carried in public places, including offices, shopping centres, conferences, airports and public transport.

According to ASI's US estimates, a promotional bag can generate approximately 4,900 advertising impressions during its lifetime.

The actual number depends on how frequently recipients use the bag, where they carry it and how visible the branding is.

A durable, attractive bag with a comfortable handle and practical storage capacity is more likely to remain in use.

When ordering promotional bags, companies should compare material quality, carrying capacity, handle strength, decoration area and design.

A useful bag that recipients choose to carry regularly may generate more lasting brand exposure than several low-quality giveaways.

Explore branded bags, tote bags and backpacks with company logos.

Why Do Branded Jackets, Fleece and T-Shirts Generate High Visibility?

Branded clothing is a form of mobile advertising.

A company logo on a fleece jacket, polo shirt or T-shirt can be seen at work, during commuting, at sporting events and in public spaces.

ASI estimates that branded fleece and jackets can generate approximately 9,000 lifetime impressions, making them among the highest-visibility product categories in its US study.

T-shirts and caps also demonstrate considerable potential for public exposure.

However, visibility alone does not guarantee marketing success.

Employees and customers are more likely to wear branded clothing when it offers comfortable materials, appropriate sizing, attractive design and durable decoration.

Businesses should therefore consider garment quality, fit, colours, branding placement and intended use.

For suitable branding techniques, compare embroidery, screen printing, DTF transfers and other textile decoration options.

Browse custom branded clothing, workwear and promotional textiles and learn about logo printing and embroidery services.

Are Branded Drinkware, Pens and Notebooks Still Effective?

Yes. Promotional merchandise effectiveness is not determined solely by the number of people who see a logo.

A reusable water bottle, thermal mug, notebook or pen can provide consistent value to the recipient.

A premium notebook used during business meetings may reach fewer people than a branded jacket, but it may be associated with important professional activities.

A thermal mug used throughout the working day can become part of a person's daily routine.

A promotional pen can remain useful at a desk, in a bag or during client meetings.

These products may be especially suitable for employee onboarding, client appreciation, business partner recognition and corporate events.

Explore branded drinkware, promotional writing instruments and office promotional products.

What Does the ASI 2026 Study Mean for Businesses in Estonia and the Baltic States?

Companies in Estonia, Latvia and Lithuania can use the ASI study to develop promotional merchandise strategies, provided that its geographic limitations are clearly acknowledged.

Several local considerations can influence product selection.

Climate and seasonality. Branded jackets, fleece, umbrellas, thermal mugs and insulated bottles may be especially relevant to colder Northern European climates.

Business relationships. In a smaller B2B market, a carefully selected gift for a long-term customer may support relationship development even when its estimated public impression count is relatively low.

Distribution. Promotional bags and clothing may suit trade shows and large events, while personalised corporate gift sets may be more appropriate for important customers.

Budget and taxation. Promotional gift campaigns should include product costs, decoration, packaging, transport and applicable taxes.

Measurement. Businesses should evaluate their own recipients and campaign outcomes instead of assuming that international averages will be reproduced locally.

For relevant product options, visit Logo.ee promotional gifts and branded merchandise.

What Do the ASI Findings Reveal About Finland and Sweden?

Finland and Sweden are useful regional comparison markets because both were included in the ASI international research.

According to the report, 81% of Finnish respondents and 84% of Swedish respondents expressed positive attitudes towards promotional products.

Finnish respondents showed interest in bags, food gifts, fleece, T-shirts and drinkware.

In Sweden, popular preferences included food gifts, T-shirts, fleece, power banks and bags.

These findings suggest opportunities for businesses exporting to Northern Europe.

For Finnish customers, practical branded bags, insulated drinkware, clothing and selected food gifts may be worth considering.

For Swedish customers, useful clothing, technology accessories, quality bags and carefully presented corporate gifts may be suitable starting points.

However, customer preferences should always be checked against the actual recipient's needs and company gift policy.

How Do You Calculate the Cost per Impression of Promotional Products?

Cost per impression (CPI) estimates how much a business spends for each advertising exposure created by a promotional product.

The calculation can be simplified into three steps.

Step 1 – Estimate lifetime impressions.

Estimated impressions = months kept × uses per month × viewers per use.

Step 2 – Calculate cost per impression.

CPI = total cost per item ÷ estimated lifetime impressions.

Step 3 – Calculate cost per thousand impressions.

CPM = CPI × 1,000.

Example: Branded Tote Bag vs Promotional Umbrella

Consider a fictional marketing campaign comparing a reusable tote bag with a branded umbrella.

MetricBranded tote bagBranded umbrellaTotal cost per item€5€12Months kept1224Uses per month84Estimated viewers per use1015Lifetime impressions9601,440Cost per impression€0.0052€0.0083CPM€5.21€8.33

These are illustrative assumptions, not Logo.ee product quotations or measured campaign results.

This example suggests that the tote bag may offer a lower estimated cost per impression under the selected assumptions.

However, the umbrella may reach a different audience, last longer or be associated with a different brand experience.

A more expensive product can still be appropriate when it better supports the campaign's objective.

Physical promotional impressions and digital advertising impressions are not directly equivalent. Digital impressions are typically recorded through advertising systems, while branded merchandise impressions are often modelled.

How Can Businesses Measure Promotional Product ROI?

Cost per impression is helpful, but it does not measure the full financial impact of branded merchandise.

Return on investment (ROI) requires a connection between campaign expenditure and business outcomes.

Businesses should first decide what success means.

For brand awareness campaigns, useful measures include recipient surveys, brand recall and estimated reach.

For trade shows, useful measures include qualified leads, meetings booked and visits to a campaign landing page.

For customer appreciation programmes, useful measures may include retention, repeat purchases and customer feedback.

For employee merchandise, businesses can assess satisfaction, product use and employee engagement.

Practical measurement methods include unique QR codes, promotional URLs, campaign-specific discount codes, CRM attribution and follow-up surveys.

For a campaign with attributable incremental profit, a simplified ROI formula is:

ROI = (incremental profit attributable to the campaign − total campaign cost) ÷ total campaign cost × 100%.

Companies should avoid presenting impressions or positive survey attitudes as if they were confirmed sales.

What Do PPAI Research Studies Say About Promotional Product Effectiveness?

ASI research can be complemented with studies from the Promotional Products Association International (PPAI).

The PPAI Research study “The Things We Don't Throw Away”, published in May 2026, examines why consumers retain branded merchandise.

Based on more than 3,400 US consumer responses, it found that usefulness and quality were major factors in product retention.

Its findings also indicate a preference for fewer, higher-quality promotional items rather than larger quantities of lower-quality merchandise.

Another study, PPAI Research – “Better Merch Is Better Marketing”, published in October 2026, surveyed business buyers and agency professionals.

Among the surveyed end buyers, 79% identified high quality as a reason branded merchandise was worth keeping.

Together, these studies reinforce a practical purchasing principle:

The best promotional products are not necessarily the cheapest items. They are relevant, well-designed and useful products that recipients are willing to keep.

How Should Companies Choose Promotional Products Based on Research?

An effective branded merchandise strategy begins with the target audience and the business objective.

For maximum visibility, consider products that are frequently used in public, such as branded bags, jackets, T-shirts, polo shirts and caps.

For everyday usefulness, consider thermal mugs, water bottles, notebooks, pens, laptop accessories and office products.

For customer appreciation, consider premium corporate gifts and personalised merchandise with understated logo decoration.

For trade shows, select lightweight products that are easy to transport and relevant to the event audience.

For employee engagement, consider practical branded clothing, quality drinkware and onboarding gift sets.

For executive gifts, consider a smaller number of higher-quality products with personalised packaging or engraving.

Discover branded corporate gift sets, popular promotional products and custom logo branding services.

How Do Quality and Product Lifespan Affect Promotional Product ROI?

Product quality influences whether a promotional item remains in regular use.

A poorly constructed bag, uncomfortable T-shirt or leaking travel mug may be discarded quickly, reducing the potential advertising value.

A well-made product that fits the recipient's needs is more likely to remain useful.

When comparing branded merchandise, evaluate durability, materials, practical features, design, decoration quality and suitable packaging.

For repeat campaigns, collecting customer feedback and product-use data can help businesses refine future purchasing decisions.

It is also important to assess sustainability claims carefully.

A product made with recycled materials is not automatically environmentally preferable in every situation. The overall environmental impact depends on sourcing, manufacturing, transportation, useful life and end-of-life treatment.

Are Promotional Gifts Tax-Free in Estonia?

Promotional gifts may qualify for specific tax treatment in Estonia when the applicable conditions are met.

For qualifying advertising gifts provided to non-employees, the Estonian income tax exemption threshold is generally €21 excluding VAT per gift.

Separate rules apply to VAT, gift sets, employee benefits and gifts that do not meet the conditions for advertising gifts.

An item carrying a company logo is not automatically tax-exempt.

The business purpose, recipient, value and circumstances must be evaluated.

For authoritative guidance, consult the Estonian Tax and Customs Board – Advertising Gifts and Taxation.

International promotional merchandise programmes should also consider the relevant tax rules in the recipient's country.

How Can Logo.ee Help Businesses Choose Better Promotional Products?

Logotrade OÜ – Logo.ee has been supplying promotional merchandise and corporate gifts since 2004.

Based in Tallinn, Estonia, the company serves business customers in Estonia and coordinates orders and deliveries across the European Union.

The product range includes branded bags, clothing, drinkware, writing instruments, notebooks, electronics, umbrellas, office accessories and corporate gift sets.

Logo.ee helps businesses compare products according to target audience, quantity, quality, branding area, budget and delivery requirements.

Available decoration methods depend on the product and may include pad printing, screen printing, UV printing, embroidery, transfer printing and laser engraving.

A digital artwork proof can normally be reviewed before production. Physical sample availability and lead times depend on the supplier and product.

Explore Logo.ee promotional products, the complete corporate merchandise catalogue and logo printing and personalisation services.

Frequently Asked Questions About the ASI 2026 Ad Impressions Study

What is the ASI Global Ad Impressions Study 2026?

It is a promotional products industry study examining advertising impressions, consumer attitudes, product retention and estimated cost per impression across different markets and product categories.

How many impressions does an average promotional product generate?

ASI 2026 estimates approximately 3,300 lifetime impressions per average promotional product. Actual results vary by category and audience.

What is the average cost per impression of promotional products?

ASI reports an estimated average cost per impression of $0.006, equivalent to 0.6 US cents.

Which promotional products generate the most impressions?

In ASI's US data, branded fleece and jackets generate approximately 9,000 lifetime impressions, followed by bags at approximately 4,900.

Are promotional bags more effective than notebooks?

Bags generally offer more estimated public visibility, while notebooks can be valuable during professional and personal use. Effectiveness depends on the campaign objective.

Does the ASI study include Estonia?

No. Estonia, Latvia and Lithuania were not included in the European sample. Finland and Sweden were included and provide relevant regional comparisons.

Why do people keep promotional products?

Usefulness, quality and design are important reasons. In ASI's US study, 78% of respondents said they keep promotional merchandise because it is useful.

Can promotional products improve brand recall?

They can support brand awareness and advertiser recall. ASI reports that 85% of respondents remember the advertiser who gave them a promotional product, but this does not guarantee the same result in every campaign.

How do you calculate promotional product CPI?

Divide the total per-item campaign cost by the estimated number of impressions generated during the product's useful life.

How do you calculate promotional product ROI?

Measure attributable business outcomes, such as incremental profit, qualified leads or customer retention, against the total campaign cost.

Are promotional products more cost-effective than digital advertising?

They can offer competitive estimated impression costs, but physical merchandise impressions and digitally recorded advertising impressions are measured differently.

Which promotional products are suitable for small businesses?

Practical products such as branded pens, tote bags, drinkware and notebooks can suit different budgets. A smaller number of relevant, higher-quality items may be preferable to a large quantity of unsuitable giveaways.

Where can businesses order promotional products in Estonia and Europe?

Logo.ee offers branded merchandise, personalised corporate gifts and product decoration services from Tallinn, Estonia, with delivery arrangements across Estonia and other European Union markets.

Final Summary – What the ASI 2026 Study Means for Your Company

The ASI 2026 Global Ad Impressions Study demonstrates the potential value of promotional products as a long-term brand visibility and customer engagement channel.

Its estimated averages of 3,300 lifetime impressions and $0.006 cost per impression provide useful benchmarks for marketing planning.

Branded bags, jackets, fleece and T-shirts offer substantial public visibility potential, while drinkware, notebooks and office accessories may provide valuable everyday brand contact.

However, the most important decision is not which product produces the highest theoretical impression count.

It is which branded product best matches the recipient, creates genuine usefulness and supports a measurable business objective.

Companies should use ASI data as a reference, combine it with PPAI research and measure their own campaign results wherever possible.

Logo.ee helps businesses choose suitable promotional merchandise, compare branding technologies, prepare artwork and organise production and delivery.

Browse Logo.ee TOP 10 Promotional Products, explore all branded promotional merchandise, discover corporate gift sets and learn more through the Logo.ee Promotional Products Blog.

Read the complete article: ASI 2026 Ad Impressions Study – What the Numbers Mean for Your Company.

Logo.ee – research-informed promotional products, branded merchandise, custom corporate gifts and professional logo decoration services from Tallinn, Estonia, across Europe.

Research note: ASI lifetime impression estimates and category benchmarks are based on survey models and should not be interpreted as guaranteed campaign results or direct measurements of the Estonian market.