What is it exactly?
Brand lift survey has been around at least from 2005, since then, it has more or less been the core approach for advertisers to understand how their online branding efforts impact the thoughts and opinions of consumers for a brand or product.
Brand lift survey or study is done through survey questions to empower brands to understand the audience’s perception, purchase intent, or market awareness of the product during a live campaign across display or video.
How does it work?
Multiple surveys can be created for different metrics to be shown to users at different times. The difference in the responses between the group who saw your ads and the group who didn’t will determine the influence your ads have on key brand metrics, such as ad recall, awareness, consideration and more. This process continues as long as your campaigns are running.
What formats can we make use of Brand Lift Surveys on?
Surveys can be executed across both display and video, we recently launched brand lift surveys across OTT video in partnership with Adobe Ad Cloud, below is a screenshot of the video format and an example question.
What kind of questions can you survey?
Surveys can be developed for purchase intent or audience research depending on the objective of the campaign, below are a few examples of questions that can be incorporated.
The key benefit here over other brand lift surveys is that the questions are customizable.
Enhance your OTT Video campaigns
At Bidmath, we help clients determine which elements of a campaign are the most and least effective so campaigns and budgets can be optimized. Instead of relying just on potentially misleading data, we’ll help you answer the really big questions being asked by your CMO and CFO:
- What creatives are making my customers want to purchase?
- Which audience is planning to purchase more?
- How many people are willing to purchase from my video campaigns?
- What is the optimal frequency?
- What are the preferences of my target audience?
Leveraging a brand lift survey and shifting from views to a deeper understanding, your brand lift survey can be categorized into any of the three methods during setup.
- Purchase Intent – Understand if your campaigns are driving purchase intent upwards and which format is working more.
- Audience Research – Understand the attitudes, interests and opinions of your target audience to further optimize your brand planning.
- Frequency & Creative Testing – Understand which creatives or frequency is convincing your customers to purchase and which ones have less effect on them.
Our preferred partner for brand lift surveys is Adobe and we execute these using the Adobe Ad Cloud where our team specializes in, the key benefit is the flexibility in questions and ad formats across both video and display.
If you want to pinpoint exactly what’s working and what’s not, and shift from views to purchase intent. Contact us today! sales@vn.bidmath.com
