At Jump, we focus on delivering performance and hitting goals but thats not to say we dont tie it all back to our clients brand. Brand lift studies are one of our favorite tools to help measure the impact of clients advertising campaigns on their brands.
Currently, only about 3% of marketers report measuring the impact of their branding efforts.
Most platforms that offer Lift Studies offer the service as “added value” if you’re currently working with a rep, or offer self-serve options with a campaign minimum, making the tools widely accessible.
A YouTube Brand Lift study for a client in the healthcare space showed the following results:
- A lift of 248% (average lift is 14% per google)
- User who saw a YT video for this client were 248% more likely to search for the brand after being exposed
Brand Lift Methodology on YouTube
Brand Lift is a measurement of the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey. It gives you insights into how your ads are impacting the metrics that matter, including lifts in brand awareness, consideration, favorability (measured by a survey) and brand interest (measured by organic search activity).
After selecting targeting, we isolate a randomized control and experimental group. The experimental group will be exposed to your ad and the control group will not.
We then measure results in two different ways:
Surveys: All users in the study are given a survey where we ask specific questions.
Search: All users are then tracked to see the change in search activity for your Brand terms.
YouTube Brand Lift Survey
Brand lift surveys give us insights into how YouTube ads are impacting lifts in brand awareness, consideration favorability & brand interest.
User in the study are given a survey and could be asked some of the following questions:
- Which of the following have you heard of?
- Which of the following brands do you have a positive opinion of?
- Which of these brands would you consider purchasing?
YouTube Search Lift
Search Lift analyzes organic searches on both Google.com and YouTube.com for YouTube campaigns to understand how they are influencing user search behavior.
In order to do this, Search Lifts utilize A/B testing to understand whether or not the brand’s campaigns influenced a user’s propensity to search for a predetermined list of keywords.
The search activity of those exposed to the brand’s campaign is then compared to the search activity of those who were not to calculate the Relative Lift.