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What is BrandLift and how do we do it

Brandlift shows the attitude of users towards your brand through an advertising campaign. Brand promotion does not necessarily mean immediate

Brandlift shows the attitude of users towards your brand through an advertising campaign. Brand promotion does not necessarily mean immediate sales, but it does indicate a positive change in user engagement with the brand. In this article, newage. will tell you why your competitors order a brand lift and what they will learn from it.

What is BrandLift

Brand Lift is a tool for measuring the effectiveness of display advertising, which allows you to evaluate the delayed effects of a campaign. Brand lifts are based on sociological data and examine the attitude towards the advertiser of those who saw and did not seen the ad.

Big ad providers like Google, Facebook, and TikTok have their own approaches to Brand Lift. In this article, we will look in detail at the launch of research on Youtube and DV360, as well as consider the peculiarities of research in other networks.

We are in newage. we are supporters of the technometric approach and measure the delayed effects of the campaign with the help of Comprehensive Analysis, but we also launch brand lifts with each media campaign, because additional measurement is not superfluous. In addition, data from brand lifts usually correlates with our own measurements – see an example of this in the lecture notes “How to measure the impact of media advertising on a brand and key sources of traffic”.

Principles of brand lift

Brandlift is a survey that you launch in parallel with an advertising campaign for two audiences:

  • To people who have seen your ads
  • To people who could have seen your ads but didn’t.

These surveys look something like this:

how brandlift survey looks like

Survey participants answer, for example, whether they know your brand. Based on the results of this survey, Google sees that, let’s say, 10 out of 100 people in the target audience who did not see the ad know about the brand, and 30 out of 100 in the ad audience. From this, we can conclude that those 20 people are aware of the difference brand thanks to advertising (and, accordingly, awareness of the brand increased by 200%).

It may seem that Brandlift should be launched in “sterile” conditions, when there are no other marketing activities, so that YouTube does not claim other people’s merits. But this approach is not entirely correct, because those to whom YouTube will or will not show advertising can interact with other activities equally. That is, the increase in brand recognition thanks to external advertising will have the same effect on both the control group and the advertising audience, so brandlift will show exactly the effect of advertising in a specific channel.

Available metrics in Brand Lift

Marketers and advertisers quantify brand awareness using numerous metrics such as brand awareness, brand perception, and consumer intent. Youtube provides the following aggregate Brand Lift metrics:

  1. Involved users.
  2. Price per involved user.
  3. Absolute effectiveness of brand promotion.
  4. Brand Lift stock.
  5. Relative effectiveness of brand promotion.
  6. Proportion of positive responses in the base group.
  7. The proportion of positive responses in the experimental group.

After launching a campaign related to the advertised objects, you will also have access to quantitative indicators about the Brand Lift itself:

  • The number of responses in the experimental group.
  • Responses in the control group
  • All survey responses.

You can create multiple surveys for different metrics and show them to users at different times.

The difference in responses between the group that saw your ad and the group that didn’t will determine the impact of your ads on key brand awareness metrics like ad recall, awareness, consideration, and more.

Brand Lift survey requirements

On YouTube, Brand Lift is used both for In-Stream advertising and for interstitial ads placed thanks to the auction. But it is currently unavailable for In-Feed and Out-Stream video ads, as well as reserved formats.

To use the Brand Lift solution, you first need to create a product or brand that will represent the advertised object – something around which all your campaigns can be grouped. It can be a brand, a product, a store, a service or something else that you are promoting. Using information about the advertised property, Google will suggest a set of survey questions that will be shown to your target audience to measure brand engagement parameters.

What insights does Brand Lift provide to the advertiser?

Depending on the questions you asked when setting up your research, you can get detailed information about performance among different audience segments. In addition to the expected findings about which creative performed better, you’ll also learn how your audience responded to your ad. Let’s consider examples of such insights.

  1. Which products attracted attention and were remembered among young people (18-25 years old), and which ones interested older age segments?
  2. Wasn’t there suddenly something among the creatives that would lower the consumer intentions of the audience?
  3. Is there a difference in the perception of messages by female and male audiences? If there is, which one?
  4. How are creatives perceived in different regions?
  5. Which viewers will recognize your brand and your creatives better?
  6. How to further optimize the advertising campaign?

Research results depend on the setup and choice of metrics and the marketer’s ability to interpret the data. We are in newage. visualize BrandLift in the Post-Buy Report as follows:

how we visualise brandlift research results

Conclusions

Brand Lift is a tool for measuring the effectiveness of display advertising, which allows you to evaluate the delayed effects of a campaign. Brand lifts are based on sociological data and examine the attitude towards the advertiser of those who have and have not seen the ad.

Overall, Brandlift is a very useful and useful tool that you can use to measure the success of your advertising campaigns. By creating a product or brand image and providing some information about your advertised property, Google will help you create a set of survey questions that will be shown to your target audience. This way, you can track the progress of your campaigns and make the necessary adjustments to ensure you’re meeting your goals.

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