What is brand awareness?
Brand awareness lift refers to the measurement of how much a marketing campaign increases consumer awareness and perception of a brand as a result of exposure to an advertisement for the brand in question.
Brand awareness studies form part of a wider media measurement strategy known as brand lift studies.
The focus of brand lift studies is to measure the effectiveness of advertising campaigns. For people working with, for, or on the behalf of brands, studies of this kind help you understand how specific ad campaigns impact consumers’ perceptions of the brand in question.
Brand lift studies measure perception in the moment, providing you with qualitative and quantitative insights that may form part of in-flight decision making.
Brand lift studies measure perception in the moment, providing you with qualitative and quantitative insights that may form part of in-flight decision making.
Lucid Measurement by Cint is our tool that allows customers to assess numerous campaign metrics, including brand awareness.
Why is brand awareness important?
Brand awareness matters for a variety of reasons.
Increased brand awareness can lead to stronger customer loyalty, higher purchase consideration, and better brand recall during decision-making moments.
It also allows brands to best understand what type of messaging, media channels, and creatives work for their audiences. This feedback allows for better optimization of future campaigns to drive greater success.
How is brand awareness measured?
There are several ways to measure brand awareness. They include:
Primary market research: Primary market research includes data gathered from surveys, interviews and focus groups. This type of research usually focuses on brand awareness, brand perception, brand recall, brand favorability and intent to purchase. Participants are typically asked questions about the brand and its product category. Their answers to these questions help your company determine which factors are driving brand lift, allowing you to shift focus to those areas.
Quantitative metrics: You can use quantitative metrics to get before and after views of your brand performance. Start by identifying the specific brand lift benchmarks and their associated metrics. Measure those metrics before and after your advertising campaign to identify changes that indicate brand lift, such as attracting new followers or customers.
Brand buzz: The more people are talking about your brand, the better. You can use various tools to monitor what’s said about your brand on the web and social media to detect brand lift. These insights can help you determine if there are more conversations about your brand and if there’s been any shift in brand perception.
Surveys: Surveying for brand lift is a highly flexible option. You can create multiple surveys with different KPIs, which can be shown to participants at different times to gain as much data as possible. You can also ask very specific questions to gain actionable insights. Brand lift surveys typically use two sample groups — one with respondents who have seen your ad and one control group that has not. By comparing the two groups’ responses, you can determine your ad’s effect on your key brand metrics.
How is brand awareness used in media measurement?
Understanding brand awareness allows brands, agencies, and marketers to make adjustments to both in-flight and future campaigns in order to optimize them.
Here are a few general examples of ways that brand awareness lift might be optimized in your campaign:
Broaden audience targeting: You may consider expanding reach beyond your core audience for the purpose of increasing brand exposure and awareness to different demographics.
Consider high-impact formats: Placements in media spaces with wider audiences could increase brand awareness
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Think that Lucid Measurement could be your new real-time measurement solution? Get in touch with Cint today to find out more.
