As we’ve explored in this series of posts, brand lift is a powerful methodology for measuring and understanding how an ad campaign’s message is resonating with audiences. That goes to show the return on investment when your goals are in the upper-funnel, like awareness, favorability, and intent. Without a doubt, proving that effectiveness is valuable […]
New Frontiers in Brand Lift for Digital Audio Read More »
Now that we’ve reviewed what brand lift is, and how we go about measuring it, it’s time to address where we can apply the method. I specifically get a lot of questions about podcasts. Can you measure host-read ads? How about direct-ad-injected (DAI)? Or, even branded series? The short answer is: yes. There’s a brand
What Can We Measure with Brand Lift? Read More »
In my last post I defined what brand lift is, how it’s distinct from other forms of lift measurement, and why a brand should use this ad effectiveness method. In this installment – part two of four – I’m going to dive into some of the practical details of how brand lift studies are measured.
How Does Brand Lift Work for Audio and Podcasts? Read More »
You may be reading this because you’ve heard the term “brand lift” and are looking to understand more about what it is, how it works, and what it measures. Another term that sometimes gets used is, “brand health.” They’re sometimes used interchangeably, but “brand lift” is more commonly used for ad effectiveness. Let’s get into
What Is Brand Lift in Digital Audio and Podcasting? Read More »
While brand lift studies are an increasingly important way to assess a podcast ad campaign’s performance, it’s essential to go beyond the headlines to get the full benefit of the data. Let’s talk about why and how to do that. As podcasting continues to grow and develop as a medium, so does the volume and
Taking Brand Lift Studies for Podcasts Beyond the Headlines Read More »
Facebook, Google and the like have changed a big part of the conversation around buying and selling advertising. At some point as you negotiate the ad buy, the agency or advertiser will say: “We need a Brand Lift Study.” That hasn’t typically been an easy ask for podcasts. With a lot of listening happening outside