{"id":18671,"date":"2024-05-09T08:00:53","date_gmt":"2024-05-09T12:00:53","guid":{"rendered":"https:\/\/illumin.com\/?p=18671"},"modified":"2024-11-14T14:45:09","modified_gmt":"2024-11-14T19:45:09","slug":"brand-lift-guide","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/brand-lift-guide\/","title":{"rendered":"Brand lifts: does your advertising make an impact?"},"content":{"rendered":"

Brand lifts are a simple tool for measuring how effective your brand and advertising efforts are. Here\u2019s a quick, handy guide on all about the power of brand lifts.<\/span><\/p>\n

With ongoing <\/span>integrations of AI in advertising<\/span><\/a> and advanced marketing tools like <\/span>journey advertising<\/span><\/a> platforms, marketers and brands worldwide are constantly innovating and getting ahead of the game. Amidst all of these developments and behaviors, it sheds light on one interesting thing.<\/span><\/p>\n

We\u2019re often fixated on the \u201chow\u201d of things \u2013 How do we increase brand awareness on various platforms? How do we leverage our brand advertising to gain more leads? How do we specifically gain more traffic on our website?<\/span><\/p>\n

However, most brands tend to overlook the \u201cwhy\u201d of things, and if a certain strategy or method is actually working and bringing impact to consumers. Why does a particular advertising campaign work? Is your campaign resonating with your consumers?\u00a0<\/span><\/p>\n

One of the factors that can aid in answering that question is the concept of brand lift. Brand lift is one of several indicators of how well your marketing campaign is doing and how it is viewed by your customers.<\/span><\/p>\n

What is a brand lift?<\/h2>\n

Brand lift<\/span><\/a> refers to the measurable rise in consumer perception of a brand after a marketing campaign. This is the positive shift or effect on the consumer\u2019s perceptions of the brand, and is measured via different tools and methods (more on that below).\u00a0<\/span><\/p>\n

To put it in another way: it\u2019s the measurement of how your ads are shifting and shaping customers\u2019 perceptions and behaviors; the positive results that your brand has experienced (via customer\u2019s brand interactions) after a marketing campaign.<\/span><\/p>\n

Metrics to measure brand lift<\/h3>\n

There are several <\/span>metrics<\/span><\/a> to represent brand lift. Each metric offers an insight or indication on how your brand or product is perceived by customers. Below are just some of the metrics to measure brand lift:\u00a0<\/span><\/p>\n