What is brand lift and why is it important now?
What is brand lift? Brand lift is a survey-based measurement methodology to determine the increase in full-funnel brand-related metrics – ‘the brand lift’ – resulting from a specific advertising campaign, marketing initiative or influencer endorsement. Brand lift measurement initially focused on brand or top-of-funnel (TOF) metrics, has undergone significant evolution, now serving as a tool for global advertisers and brands to assess a wide array of outcomes spanning from brand perception to purchase intent and beyond. For example, a rise in the lift in consumer perception following a campaign is evidenced by these metrics, demonstrating heightened consumer engagement and enhanced brand recognition, which can influence sales and revenue outcomes.