Brand Lift: The Missing Metric In Your Ad Campaign Measurement Mix
Digital advertising offers brands and advertisers a hedonistic mix of promise and opportunity, delivering unprecedented access to consumers at a scale and speed that yesterday's marketers could only dream of.
It also offers creative possibilities limited only by imagination and targeting so precise that it can deliver the ad in context to the right consumer at the moment they are in the mood to absorb the message.
But with this great opportunity comes the challenge of measuring the success of these highly complex and sophisticated ad campaigns. In a fast-paced industry, this can be exhausting, especially when new and exciting dimensions like focus constantly push the game forward.
Obviously, choosing the right mix of metrics is critical to measuring the effectiveness of ad campaigns, and integrating traditional performance metrics (such as clicks) with a metric like "brand impact" will ensure that campaigns really do have an effect. overall impact on brands. and sales
Brand promotion. What is it:
Digital advertising is largely based on the historical misconception that an ad will only affect a viewer if they openly engage with the campaign through an action such as clicking. The rise of attention as a metric is slowly changing this notion, but it remains true that measurement is measured by consumer response through measurable actions.
The point here is that, in reality, we all regularly receive information without physically interacting with an advertisement. For example, a soda brand might announce a new flavor you didn't know existed, or an ad for Disney World might inspire you to consider a theme park for your next summer vacation. Although both ads create an impression without a physical reaction like clicking, it is very difficult to demonstrate the effect these ads have on us.
That's where brand influence comes in, quantifying a campaign's impact on a critical part of the sales funnel: the review stage.
... and why do you need it?
Why is this important? Well, the lack of intermediate data means you need insight into the brand success of your campaigns, both short-term and long-term. Research shows that long-term sales success depends on building a strong brand, and much of this work is done mid-funnel.
Brand Impact is important because it provides an easy way to measure a campaign's impact on a few key brand KPIs, without which you can't get an overall picture of the success and impact of your ad campaigns. Simply put, if you don't know how your ads affect the perception of your brand, it will be difficult for you to generate and increase your sales in the long run.
Top tips for building a brand influencer
It's easy to start improving your brand, but there are some hard and fast rules to help brands get the most out of the index. The first rule is to keep it simple. Brand exposure should focus on collecting the minimum data necessary to measure the impact of the campaign. Just a few key metrics like awareness, attention, preference, and intent to act are enough for each campaign.
Second, brands must be consistent in their testing. Make sure the small amount of data collected is collected across as many campaigns as possible, and the more campaigns that can be measured the better, as this provides a lot of data for analysis.
Staying independent is also very important. If brand influence is going to be part of the standard brand measurement tagline, it's critical that they don't analyze their data. Some platforms measure their campaigns, but recording your tasks is never a good idea.
Ultimately, the real benefit of frequently measuring brand impact is the ability to transfer the insights gained into future campaigns. This approach is at the heart of performance marketing.
Simple, consistent and neat.
Brands that measure brand exposure will better understand how their brand is perceived and how advertising influences them, and it's important to understand both.
Brand growth also provides a wealth of data that can be used to provide a meta-analysis of key marketing themes and hypotheses and can be very helpful in gaining a more comprehensive understanding of how advertising builds a brand, giving professionals better management control over marketing. business and sales.
Sean Adams is the Global CIO of Brand Metrics.
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