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If people can remember who the ad was for and what it communicated, it signals effective brand message linkage and strong creative alignment. To see how these surveys are conducted in practice to measure brand reach (and other metrics we’ll cover next), check out the below examples from Facebook and Google. Engagement metrics tell you whether an ad was clicked or watched, but not whether it shifted how people think about a brand. Pre-testing tells you how a small panel reacted in a lab, which is a very different signal from how real audiences respond in the wild.

Yes, small businesses can use brand lift studies to understand how their advertising affects consumer awareness and preference, helping them refine marketing strategies even with limited budgets. Purchase intent measures how likely people are to buy your products or services after seeing your campaign. It indicates the campaign’s effectiveness in nudging consumers closer to a purchase. Using a sequence of 6-second ads followed by longer skippable ads significantly enhances the effectiveness across the marketing funnel, from increasing awareness to boosting purchase intent. Brand lift is relevant across all channels—digital, TV, out-of-home, and more—and is used by both advertisers and media sellers to evaluate campaign effectiveness. For advertisers, it shows whether a campaign is successfully moving audiences through the brand funnel.

By tracking the lift, marketers can directly link their creative and media strategies to a tangible increase in purchasing intent. The result is data that helps with optimizing future campaigns, proving ROI, and making informed decisions about where to invest marketing resources to drive real business growth. It’s a fundamental measure of an ad’s power to influence consumer behavior. Typically, brand lift metrics are measured before and after a campaign to assess changes in key performance indicators (KPIs). They also often use A/B testing and control groups to clearly demonstrate the brand lift impact of a campaign.

Launching The Campaign And Monitoring The Progress

For advertisers, CTV’s ability to deliver incremental lift in concert with linear TV, social, and digital can’t be ignored. Learn how influencer marketing drives brand awareness engagement and sales with our… Keith Bendes is the Chief Strategy Officer at Linqia, the leading independent influencer marketing agency in the US.

It moves beyond superficial metrics, capturing the meaningful shifts in how consumers perceive your brand and products, clearly demonstrating your campaign’s true effectiveness. Too often, studies are run in silos; a social platform here, a video platform there. They encounter brands across multiple touchpoints, often within the same day. The most reliable way to measure brand lift is to take a cross-channel approach, building a unified view of how all activities combine to shape perception.

Brands benefit from relevant insights to understand how to optimize their next investments. This means they’re better prepared to negotiate budgets in order to replicate and improve the campaigns that work best. For example, if 70% of the exposed group said they’ll consider purchasing from your brand in the next year and 30% of the control group said the same, there’s a 40% lift in brand consideration. This captures whether people feel more positive or favorable toward a brand after seeing the ad. For example, viewers of an ad about a brand’s new ethically-made Bluetooth speakers might see the brand in a more positive light.

Because DISQO audience members opt into having their digital behaviors metered across all channels, DISQO can also measure CTV ad exposure without relying on inputs provided by the platform itself. This allows us to leverage a consistent methodology across all studies and all platforms. Review the timeliness of campaigns included in any benchmarks you consider. Partner with a vendor who you can trust to grow as the advertising industry evolves.

Brand Lift Normative Benchmarks

Integrating brand lift surveys into your market research program can do wonders for your marketing efforts and strategies. That’s because brand lift indicates the success or shortcomings of advertising initiatives and gives you valuable insight into the long-term impact of advertising effectiveness. The brands winning at influencer marketing today aren’t necessarily spending more, they’re measuring smarter. These insights matter because they validate the effectiveness of advertising beyond the click.

The brand then decides to continue collaborating on a long-term contract with the service provider(s) that stand out from the crowd. The success of the campaign is a prerequisite for this, but so is the trust relationship created by the high quality and transparency of the results provided. Divide your target audience into two similar groups, like two similarly behaving demographics or geographic areas. Measure the results of the study for both sample groups and see the effects. When assessing your benchmark partner, look for providers with strong, consistent ways to view longitudinal consumer behaviors on CTV platforms. Single-source measurement ensures each study is conducted on a similar CTV audience, eliminating the risk of comparing apples to oranges.

Ensure Sufficient Sample Size And Control

TV ads continue to play a role in marketing, with companies like Roku enabling advertisers to retarget consumers with web ads for a product they previously saw in a TV ad. In fact, 82 percent of consumers made a purchase on a social media platform in 2022. Companies may want to branch out if they’ve relied solely on traditional marketing channels to gain more conversions. Measuring upper-funnel campaigns that drive business outcomes is a top priority for a growing number of marketers. EMARKETER estimates 56% of marketers use brand lift as their primary measure of performance, but brand lift studies are often slow and costly. With ad campaigns taking up a sizable chunk of your yearly budget, you need a solution you can trust.

For instance, brand lift survey data will allow you to compare perceptions and performance of ads run across social media platforms, traditional print media, and broadcast media. And once you’ve seen which channels are working better than others, you can adjust your ad spend accordingly. Or should you look at the brand lift methodology Perfogro Limited behind the study itself; how exposed vs. control groups are surveyed and compared? This article explores the key KPIs, the methodologies behind brand lift studies, and best practices to ensure your measurement is accurate, actionable, and aligned with real consumer behavior.

Before launching your campaign, mark the start date and establish a baseline. This involves measuring brand awareness, ad recall, and customer preference before the campaign begins. Use surveys with clear survey language to get accurate responses from your audience. Meanwhile, the “walled garden” approach of advertising platforms and their metrics specifically built for their environment is no longer as appealing.

• If the audience is too small or doesn’t reflect the target market, the findings won’t provide an accurate picture.
• Message association lift is important because it directly assesses the ad’s effectiveness in communicating its core value proposition.
• In addition to marketing channels, brands may want to track the types of content that resonate with consumers.

Insights are delivered through dashboards in near real time, enabling faster decision-making and in-flight optimization. Results can be broken down by demographics such as age, income, or geography to identify which audiences are most responsive to advertising. Want to know more about how you can optimize lift results for your campaigns through Lucid Measurement? They can also figure out which of their various creative options drive more lift, and invest more money in those, added Brett Schnittlich, former president of Lucid. So for small clients with shoestring budgets, Balke sometimes recommends her clients infuse brand storytelling into their direct-response ads.

Influencer marketing has become a cornerstone of modern social media marketing, but proving its value remains one of the biggest challenges brands face. Brand lift measurement gives marketers a window into how campaigns shape perceptions and feelings. Tracking awareness, favorability, and intent reveals  if your advertising is truly building a stronger brand. Understanding deeper consumer motivations and attitudes helps translate data into actionable strategic insights rather than isolated metrics. With non-monetised surveys that reflect real consumer behavior and a methodology that spans every channel, Happydemics helps brands see the true impact of their campaigns and make smarter decisions about what comes next.

With a few clicks, access a real-time brand lift dashboard with daily survey results from real people. Connected to the largest global market research marketplace, it delivers hundreds of millions of real opinions, faster than ever. With Lucid’s media measurement tools, you can view KPIs by site, creative, channel, and demographic – all in one dashboard. With Cint, you can measure brand lift and evaluate brand advertising outcomes while your campaign is live – not weeks later.