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\u2019ll 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.<\/p>\n
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\u2019s 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\u2014digital, TV, out-of-home, and more\u2014and 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.<\/p>\n
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\u2019s a fundamental measure of an ad\u2019s 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.<\/p>\n
For advertisers, CTV\u2019s ability to deliver incremental lift in concert with linear TV, social, and digital can\u2019t 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.<\/p>\n
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.<\/p>\n
Brands benefit from relevant insights to understand how to optimize their next investments. This means they\u2019re 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\u2019ll consider purchasing from your brand in the next year and 30% of the control group said the same, there\u2019s 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\u2019s new ethically-made Bluetooth speakers might see the brand in a more positive light.<\/p>\n
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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.<\/p>\n
Integrating brand lift surveys into your market research program can do wonders for your marketing efforts and strategies. That\u2019s 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.<\/p>\n
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.<\/p>\n
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\u2019ve 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.<\/p>\n