Introduction
When it comes to studying ad recall and brand lift measurement, the word “lift” refers to incremental increases in a variety of key performance indicators (KPIs) that occur due to exposure to an ad.
They’re a crucial part of any media measurement, analytics, or research professional’s toolbox.
The following article explains how lift is calculated for each of these KPIs (brand awareness, brand consideration, ad recall, message association, and brand attributes) and why each of those brand lift metrics matters.
What is brand awareness lift?
Brand awareness lift refers to the measurement of how much a marketing campaign increases consumer awareness and brand perception as a result of exposure to an advertisement for the brand in question.
How is brand awareness lift measured?
Cint’s method for measuring brand awareness lift insights is simple:
- A control group (not exposed to the ad) and an exposed group (exposed to the ad) are surveyed.
- Respondents are asked: “Which of the following brands have you heard of?”
- The difference in positive responses between the exposed and control groups provides the brand awareness lift calculation
Why is brand awareness an important metric?
Increased brand awareness can lead to stronger customer loyalty, higher purchase consideration, and better brand or ad recall during decision-making moments.
Increased brand awareness can lead to stronger customer loyalty, higher purchase consideration, and better brand or ad recall during decision-making moments. It also allows brands to best understand what type of messaging, cross media channels, and creatives work for their audiences. This feedback can for better optimization of in-flight or future campaigns to drive greater success.
What is brand consideration lift?
Brand consideration lift is a measurement of the increase in respondents’ willingness to consider a brand for purchasing. Brand consideration lift gives marketers insight into the effectiveness of an advert or campaign when it comes to influencing purchasing potential, making it a critical metric for measuring digital marketing effectiveness.
How is brand consideration lift measured?
Cint’s method for measuring brand consideration lift insights is simple:
- A control group (who are not exposed to the ad) and an exposed group (who are exposed to the ad) are surveyed.
- Respondents are asked: “Which of these brands would you consider buying?”
- The exposed group (who saw the ad) is compared to the control group (who did not see the ad).
- The difference in the percentage of people who indicate consideration between the two groups provides the brand consideration lift calculation.
Why is brand consideration important?
By tracking the lift, marketers can directly link their creative and media strategies to a tangible increase in purchasing intent.
Brand consideration lift goes beyond simple brand awareness to measure a consumer’s genuine interest in a product or service. By tracking the lift, marketers can directly link their creative and media strategies to a tangible increase in purchasing intent. The result is data that helps with optimizing future campaigns, proving ROI, and making informed decisions about where to invest marketing resources to drive real business growth. It’s a fundamental measure of an ad’s power to influence consumer behavior.
What is ad recall lift?
Ad recall is a measurement of how many respondents remember seeing an ad after being exposed to it. Higher recall lift is indicative of a campaign that managed to successfully capture the attention of those exposed to it.
How is ad recall lift measured?
Cint’s method for measuring ad recall lift insights is simple:
- A control group (not exposed to the ad) and an exposed group (exposed to the ad) are surveyed.
- Respondents are asked: “Do you recall seeing an ad for [brand] recently?”
The difference in recall rates between the two groups forms the basis of the ad recall lift calculation.
Why is ad recall lift important?
Being able to accurately track ad recall lift rates is highly valuable as it allows marketers to measure creative effectiveness and ad frequency impact.
In simple terms, it tells marketers whether their campaign made a lasting impression on people who saw it compared to those who didn’t.
A higher ad recall lift indicates that the ad in question cut through the noise and registered with the audience.
A higher ad recall lift indicates that the ad in question cut through the noise and registered with the audience. This is vital for brand awareness and future purchasing decisions, as consumers are more likely to consider brands they remember when it comes to putting their hands in their pockets.
What is message association lift?
Message association lift exists to measure whether people associate a specific message or tagline with a specific brand. For example, if you see the word ‘McDonald’s’ do you think “I’m lovin’ it” or something else?
How is message association lift measured?
Cint’s method for measuring message association lift insights is simple:
- A control group (not exposed to the ad) and an exposed group (exposed to the ad) are surveyed.
- Respondents are asked: “Which brand do you associate with [tagline or message]?”
- The increase in correct brand-message association between groups forms the basis of the message association lift calculation.
Why is message association lift important?
Message association lift is important because it directly assesses the ad’s effectiveness in communicating its core value proposition. It provides marketers with consumer insights that demonstrate the suitability of their key selling points and if they’re actually being attributed to their brand.
What is brand attribute lift?
Brand attributes lift is a means of measuring various shifts in consumer perception about the specific qualities — the titular attributes — of specific brands. These could include value descriptors such as “innovative” or “affordable”.
How is brand attribute lift measured?
Cint’s method for measuring brand attribute lift insights is simple:
- Respondents are asked: “Which of the following brands do you associate with [specific attribute]?”
- The percentage of respondents choosing the brand in the test group vs. control group is compared.
The difference in perception between the two groups forms the basis of the brand attribute lift calculation.
Why is brand attribute lift important?
Brand attribute lift can tell marketers if their campaign message is successfully altering consumer beliefs about specific brand characteristics, characteristics which are often tied to purchasing drivers.
By tracking attribute lift, marketers can refine their creative and targeting to ensure their campaigns not only reach audiences but also resonate in a way that shifts important brand perceptions, ultimately driving stronger brand preference and sales.
By tracking attribute lift, marketers can refine their creative and targeting to ensure their campaigns not only reach audiences but also resonate in a way that shifts important brand perceptions, ultimately driving stronger brand preference and sales.
Learn more
Want to know more about how you can optimize lift results for your campaigns through Lucid Measurement? Get in touch with Cint today.
