BRAND LIFT STUDY
Need to know your brand initiative is working? Conduct a Brand Lift Study.
Our Approach to Brand Lift Studies
A few of the ways we evaluate brand lift:
Is your audio effectively building awareness and moving the needle on brand perceptions? Whether it’s podcasts, radio or music streaming, we take a multi-level approach to brand lift measurement to tell you how your efforts are resonating with your target audience.
We will work with you to clarify the objectives of your campaign or brand initiative, then design the study that will determine if it is hitting the mark. Just as important, we will drive to a deeper brand lift meaning, understanding what’s working and what’s not so you can adjust your plans accordingly.
Our brand lift questions are customized to address your business needs and paired with standardized questions on metrics like Awareness, Favorability and Consideration so you can compare performance against established benchmarks.
- Pixel-based Surveys offer the opportunity for large campaigns to capture brand lift in real-time. Pixels are served to listeners exposed to the campaign and a matching control group with each group completing a follow-up survey to compare brand metrics.
- Pre-and-Post Studies can follow your media campaign, comparing brand perceptions before and after the campaign. These can be combined with playback of the ad in the post- survey to gain insights on the creative.
- Controlled Exposure studies recruit pre-screened podcast listeners to listen to a podcast with your ad to simulate the exposure a consumer would have to your actual campaign and compare how they feel about your brand with those of a control group.
- Our Multi-Sponsor Ad Effectiveness Studies allow you to conduct controlled exposure studies for multiple brands at the same time, helping to trim the cost of your Brand Lift Studies. Using the exposed group for one brand as the control group for the other streamlines the process.
Brand Lift Study Insights:
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
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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 lift method
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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
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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 defining
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