What is a Brand Lift Study, and how does it work?
Photo: Adobe
If you have ever watched a video on YouTube, and while watching you were asked a survey question something along the lines of, “Do you recall seeing a Beyonce Ad on YouTube in the past 7 days?”—you have just been asked to participate in a Brand Lift Study.
Brand Lift Studies are used to help advertisers access the effectiveness of their ads on a particular platform. Brand Lift Studies typically will measure:
Ad Recall, which essentially tracks if someone that saw an ad remembers seeing the ad over a specific period of time
Brand Perception, or how someone feels about a particular brand after seeing a particular ad
Brand Awareness, which aim to get a sense of how familiar a customer is with a particular brand after seeing an ad
Intent to Buy, which accesses how likely someone is to purchase a product or service after seeing a particular ad
Some common Brand Lift Study partners are:
Facebook has a resource for choosing the right questions for your brand lift study HERE.
Brand Lift Studies use data gathered from the study to gain insights into the effectiveness of the Ad, helping the advertiser to determine the ROI. According to Google,
“A Brand Lift study helps you get insight about the effectiveness of your campaign using surveys shown to groups of people at different times. This includes:
A sample group: Consists of people who have seen your ads.
A control group: Consists of people who are eligible to see your ads, but who weren’t shown your ads.
The responses of the control group is compared with the responses of the sample group to help get valid and reliable results about changes in ad recall, brand consideration, and brand awareness as a result of your ads.” (Source: Google Display and Video 360 Help- How Brand Lift works)
Brand Lift Studies are commonly used by large advertisers with particularly larger budget spends who are advertising across large Digital Advertising Networks.
