What is the Brand Lift report?
Brand Lift is a service included by default in all our pDOOH campaigns because it measures the impact of your advertising campaign by assessing ad recall.
Specifically, the Brand Lift study compares the responses of a sample of individuals likely exposed to and recalling your advertising campaign with the responses of a control sample that has not seen the advertisement.
This allows us to measure the real impact of your advertisement on a combination of performance indicators:
- Did the advertisement target the expected audience?
- Was the advertisement understood and well received by the audience?
- What is the real impact of the advertisement on the exposed individuals?
The results are collected and analyzed by our partner, Happydemics, up to 5 days after the end of the campaign and will be sent to you by email one week after your campaign ends.
When can I activate Brand Lift?
The service is activated by default on your campaign. However, if you wish to cancel it and reactivate it later, the service can be activated at any time during the campaign's broadcast until its end date.
It is recommended to conduct a second study for campaigns lasting more than one quarter.
How is it measured?
As soon as your campaign is launched, a questionnaire is broadcast - via a mobile advertising message - to people who have been located near the screens targeted by your campaign.
The surveys are distributed to new individuals at each phase of data collection, randomly, anonymously, and without compensation, to ensure data quality.
The questionnaire offers few questions to evaluate the impact of your campaign on:
- Market consumption: relevance of targeting, whether towards the brand's consumers or its competitors'.
- Attribution: quality of the message and its spreading. Attribution helps measure the overall attention of individuals towards the ad.
- Interest: quality of the message and its delivery through its capacity to create attention and develop curiosity in exposed individuals.
- Enjoyment: quality of creation and dissemination format by its ability to please through pleasant and appreciated exposure.
- Brand image: evaluates the gain in favorable perception of the brand or product by exposed individuals. This perception generally contributes to the development of brand preference.
- Consideration: refers to the fact that in a need or purchase situation, the exposed individual will consider the brand or product as a possible choice to meet their need.
- Intent: ratio of exposed individuals planning to take action towards the brand or product in the short to medium term. A traditional element in advertising effectiveness measurement, it is particularly important in campaigns with "performance" objectives.
How does the study fit my campaign?
The Brand Lift Survey adapts to your campaign objective defined on the campaign creation page. We offer 4 objectives:
- Branding:
-
Visibility:
- Generate Business:
- Drive-to-store
How many people will be questioned?
We have the right to cancel the service if the number of impressions, and therefore the panel of exposed individuals, is too small to obtain meaningful results.
Why is this service useful?
Find a report example here
What information is needed for the study?
To measure the impact of your creative, we require two key pieces of information:
- Which creative do you want to measure the impact of?
- Who are your main competitors?
You can provide us with this information on the monitoring page of your campaign.
When will you receive the results?
The study will continue for up to 5 days after the end of your campaign. You will receive the results by email during the following week.
Understand your results
You will be able to compare your results with the benchmarks, which will allow you to know if your results are good!
- If your results are +3 points or more of the benchmark, it is a very good performance,
- If your results are between -2 and +2 points of the benchmark, you are average,
- If your results are -3 points or more of the benchmark, there is room for improvement.