Advertisers are spending more dollars on digital video campaigns than ever before and the spend only continues to increase. eMarketer expects growth of 28.5% in the U.S. this year. But as budgets get bigger, so do the questions about whether your media dollars are being spent effectively. That’s why this week we’re investigating the metric of “brand lift,” one of the most popular methods of gauging the branding impact of a given digital video campaign. So what does brand lift measure? And how might an advertiser use brand lift in support of their decision-making? Let’s take a closer look.
Brand Lift measures the change in consumer perceptions and awareness that occurs as the result of exposure to a specific form of advertising or a campaign. Advertisers who measure brand lift can gain valuable insights into metrics such as brand awareness, ad recall, brand linkage, consideration, purchase intent and favorability. In order to evaluate this information, the typical brand lift study measures the answers of a control group (someone who has never seen the ad) against those of an exposed group (someone who has seen the ad), tracking the difference in answers between the two.
How might insights from a brand lift study be used by advertising decision-makers? Here are four examples:
- Track Changes in Consumer Perceptions
Brand lift can help advertisers understand how their digital video campaigns are changing consumers’ perceptions of their brand over time. An advertiser might maintain a quarterly or monthly dashboard of brand lift effectiveness, noting how increases in video ad spending impact the company’s results.
- Gauge Performance Against Competitors
Brand lift metrics can also be compared against industry- or category-specific benchmarks, allowing an advertiser to understand where their brand ranks against key competitors.
- Pinpoint the Most or Least Effective Elements of Creative
What did consumers like about the message or creative elements in a given digital video campaign? What did they dislike? These insights can help inform revisions to creative campaigns or new directions for an advertiser’s future creative executions.
- Monitor for Signs of Ad Blocking, Fraud, Viewability
Used in combination with other digital tools that track non-human or fraudulent page traffic, poor response rates on brand lift studies can highlight potential campaign issues with viewability or ad fraud that might require changes in campaign tactics.
As you can see, brand lift offers a powerful method for brand marketers, agencies, and media buyers to better understand the success of their digital campaigns. In addition to being a useful diagnostic tool for digital creative, brand lift can help marketers track changes in their brand equity and campaign success over time.