Brand Lift surveys are designed to understand how an advertising campaign influences brand perception, memorability, and user intent.
They work by collecting responses through short surveys displayed across digital ad inventory and comparing two balanced groups of users.
How Brand Lift Works
To measure the impact of a campaign, the Brand Lift compares two groups:
1. Exposed ad recallers
People who remember seeing the ad.
2. Control group
People who do not recall seeing the ad.
These two groups are carefully matched by age, gender, and probability of exposure, ensuring they are as similar as possible.
The only meaningful difference between them is whether they recall the ad — allowing us to isolate the effect of the advertising itself.
To ensure accuracy, the recall question is adapted to the placement (e.g., “Do you remember seeing this ad online?”).
All respondents are unique and unpaid, which helps minimize bias and ensures reliable data.
Understanding the KPIs
A Brand Lift doesn’t just quantify user responses — it helps explain why the campaign performed as it did.
The KPIs offer insight into delivery quality, creative effectiveness, and how audiences perceived the advertising.
Delivery Performance
Shows how effectively the campaign was delivered and how memorable the ad was for users.
It indicates whether users had sufficient exposure to recognize and engage with the campaign.
Creative Diagnosis
Focuses on the creative’s relevance and clarity.
It helps determine how well the message resonated, whether it captured attention, and what creative elements contributed to its success.
Ad Recall Impact
Measures how the campaign influenced users’ perceptions, associations, or intentions.
By comparing responses from exposed and control users, it shows how much the ad shifted key indicators such as:
Brand perception
Message understanding
Purchase intent
Brand affinity
Brand Lift surveys offer valuable insight into how effectively a campaign reached its audience, how well the creative resonated, and what changed in perception between exposed and non-exposed users — helping advertisers understand their real impact and optimize future campaigns.