How Brand Lift analysis is performed

Stage 1. Audience search

We survey the actual audience of your advertising campaign, inviting over 10,000 users to participate. Half of them have seen the ad (test group), and the other half are the control group. We then select a sample from both groups for analysis. A control group is created through a virtual auction.

Both groups are selected from the campaign's target audience, but the control group views a survey instead of the ad.

Stage 2. Engagement

Participants are invited to share their experiences before taking the survey. This approach encourages immediate feedback from those eager to share their opinions.

This is crucial because research shows that a third of users participate in short surveys because they believe their input is valuable, while another fifth do so to share their opinions.

Stage 3. Survey

Participants from both groups who accepted the invitation are asked to answer three questions. Given that voluntary participation is essential for a reliable survey, participants are free to withdraw at any time. In that case, the survey won't be counted.

What questions can be used in the Brand Lift survey?

You can choose three of the six questions available. Each question evaluates a specific metric of your campaign's performance. The questions use standard wording, but you can replace the words in italics. We strongly recommend that you measure ad recall: this metric reflects the campaign's impact on your audience.

Indicator	Question
Brand Awareness	Which brands are you familiar with?
Ad Recall	Ads from which brands have you seen in the last two weeks?
Purchase Intent	What brand will you buy next? Whose services are you going to buy next?
Product Consideration	Which brands would you consider?
Brand Favorability	Which brands do you prefer?
Ad Message Recall	Which ad messages do you know?

You can slightly edit the questions to make them easier to understand, as long as your edits don't change the logic behind the questions.

Questions?