When running digital campaigns, data-driven insights enable marketers to measure the impact of their strategy. Campaign metrics provide a snapshot of how well your brand messaging is resonating with your target audience. Alignment is the goal, because it encourages audience engagement that will ultimately drive consumers toward conversion.
To gain this intel, most marketers will turn to metrics like impressions and click-throughs. But marketers can look beyond these campaign metrics toward audience insights that will identify real impact. To help you measure the impact of your marketing initiatives, we’ve developed a brand new proprietary product: StackAdapt Brand Lift!
What is a Brand Lift Study
A brand lift study is a tactic for uncovering the impact of your campaigns in influencing audience perception or to set a baseline for awareness. It provides insights into consumer sentiment and brand affinity by surveying people who have been exposed to your campaigns, across all your programmatic channels. “Brand lift” is the percentage increase in the primary objective of a campaign, which is measured by the study. It measures the extent to which that campaign has shifted consumer perception about a key purchase funnel metric (like awareness, or intent).
Brand lift studies can be done in different ways, but generally they involve a survey. The study will leverage a methodology to create a survey that gathers feedback from consumers in the real world. Another approach is to launch programmatic campaigns that run interactive ads which are surveys themselves.
A brand lift study will answer questions like:
- Which brand comes to mind when thinking about (insert product)?
- How likely are you to recommend or purchase this brand or product?
- Have you seen this ad in the past 30 days?
- What words do you associate with the following brand?
How Does Brand Lift Measurement Work
With brand lift, feedback is gathered directly from consumers in real-time. Through a survey-based approach, you are able to measure consumer sentiment and brand affinity of those who have been exposed to your media by comparing their results against the results from users in a control group who have not been exposed to your ad.
Then, you can use the data from the brand lift study to demonstrate in more detail the impact of your ad spend. A brand lift study will show incremental lift through metrics like brand awareness, ad recall, brand favourability, and brand affinity.
By asking your audience relevant questions, you can learn insights about them: their considerations, purchase intent and preferences. Doing this will help you further demystify your audience, create retargeting pools based on consumer responses, and build lookalike audiences that will connect more users with your brand—ultimately, increasing your scale at a lower eCPA.
Understand the Impact of Your Efforts
A brand lift study is typically used to measure the impact of upper funnel campaigns on your consumers’ perception of your brand. It’s a great way to attribute your marketing spend to something that isn’t tangible, like purchase intent or brand awareness. And, it’s also effective when it comes to mid- to lower funnel campaigns, where it can be used to measure consideration.
StackAdapt Brand Lift is a solution designed to give you a flexible and cost efficient way to understand the impact your advertising efforts have on your business goals, through real-time incrementality measurement. In an industry that is always evolving, third-party measurement offers you definitive proof of digital’s effectiveness.
Interested in running a brand lift study? Request a demo to learn more about StackAdapt.