Branding
Brand Lift Study
A brand lift study measures the impact of an advertising campaign on brand perception metrics such as awareness, consideration, favorability, and purchase intent. It compares survey responses from an exposed group against a control group to isolate the campaign's effect.
Examples
A brand lift study reveals that a video campaign increased unaided brand awareness by 12 percentage points and purchase intent by 8 points among the exposed audience.
Best Practices
Run brand lift studies on campaigns with sufficient reach for statistical significance, measure multiple metrics beyond just awareness, and benchmark results against industry norms.