Google’s Brand Lift solution measures the moments that matter — from initial impression to final conversion — with the metrics that matter, like brand awareness, ad recall, and consideration. With Brand Lift, you’ll glean actionable insights so you can adjust your YouTube campaigns based on what’s working in near real time.
What is Brand Lift?
YouTube engagement metrics — for instance, watch time, views, likes, shares, and comments — provide a basic barometer showing how people respond to videos. However, the effectiveness of an ad campaign also depends on how it affects brand metrics.
Brand Lift is a measurement of the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey. With Brand Lift, you can see how your ads impact the metrics that matter, including lifts in brand awareness, ad recall, consideration, favorability, and purchase intent. You can easily optimize your campaigns midflight, based on these near real-time results, broken out by demographics, creatives, and more.
How do Brand Lift measurements work?
Brand Lift uses best-in-class methodology to gather feedback directly from consumers in real-world settings.
To measure results along the consumer journey, including brand awareness, ad recall, consideration, favorability, and purchase intent, we first isolate a randomized control group that was not shown your ad and an exposed group that did see your ad. After seeing your ad, we deliver a one-question survey to both groups. Since the only effective difference between the two groups is whether they saw your ad, we can accurately determine the lift attributed to your campaign.
Measure the metrics that matter with Brand Lift
Go beyond traditional metrics like impressions and views to measure your campaign’s impact on perceptions and behaviors throughout the consumer journey:
- Do people recall watching my video ad?
- Are my target consumers more aware of my brand after viewing my video ad?
- Did my video ad move people to consider my brand or product?
- Are consumers more favorably aligned with my brand’s message/identity after viewing my ad?
- Do consumers intend to purchase my product after seeing my ad?
With Brand Lift, you can understand how your ad is changing perceptions in a matter of days, not weeks, so you can improve your campaign’s effectiveness midflight. By providing results based on best-in-class methodology and with thousands of respondents in real-world settings, Brand Lift helps you measure every moment that matters throughout the consumer journey.
To learn more about Brand Lift, check out these best practices and customer success stories:
How to amplify brand awareness with smarter tools and products
Scrap these 5 creative assumptions for better YouTube ads
3 ways top brands are using connected TV to increase reach and drive results
Inside Google Marketing: How Media Lab maximizes YouTube video ad results