Brand
Measurement
What is a Brand Lift Study?
A Brand Lift Study is conducted to assess the impact of a campaign on the consumer perception of a brand, particularly in terms of Awareness or Equity measures
How is a Brand Lift Study conducted?
Disney+ Hotstar conducts its Brand Lift Study by retargeting the audiences exposed to the campaign and surveying them to assess their consumer perceptions on the advertiser’s Brand Health Metrics. Simultaneously, an identical survey is presented to a similar audience group that was not exposed to the campaign, referred to as the control set. The comparison of consumer perception between the “exposed” and “control” audience cohorts determines the impact of the campaign on Brand Health Metrics.
Defining campaign success:
For a Brand Lift Study to be deemed successful, it’s not sufficient to observe any uplift in Brand Health Metrics between the exposed and control groups. Success is determined through a statistical test of significance that considers factors such as sample size and absolute scores. Disney+ Hotstar relies on a statistical significance level of 95% confidence, which means that if the test is repeated 100 times, the results will be consistent at least 95 times. This rigorous approach ensures accurate and reliable campaign impact evaluation.
Is a Brand Lift Study a must have?
While advertisers have the option to choose whether to include a brand lift study in their campaigns, Disney+ Hotstar strongly recommends it as a must-have component. A brand lift study helps in comprehending campaign performance, providing valuable takeaways and insights that can be utilised for aligning future campaigns effectively. Embracing this approach ensures a deeper understanding of the campaign’s impact and enables data-driven decisions for better marketing outcomes.
What are the survey questions posed to consumers in a Brand Lift Study (BLS)?
Brand Awareness
Which of the following brands of have you heard of?Which of the following brands of
Brand Awareness
Which of the following brands of have you heard of?Which of the following brands of
Online Ad Awareness
Which of the following brands of have you seen advertised online in the past 4 weeks?
Online Ad Awareness
Which of the following brands of have you seen advertised online in the past 4 weeks?
Message Association
Which of the following brands of, if any, uses the following message in its advertising?
Message Association
Which of the following brands of, if any, uses the following message in its advertising?
Brand Favorability
How would you describe your overall opinion of
Brand Favorability
How would you describe your overall opinion of
Purchase Intent
Next time you are looking to purchase, how likely are you to consider
Purchase Intent
Next time you are looking to purchase, how likely are you to consider
Brand Attributes
Please indicate whether you agree or disagree with the following statements about
Brand Attributes
Please indicate whether you agree or disagree with the following statements about
Creative Recall
Please indicate whether you agree or disagree with the following statements about
Creative Recall
Please indicate whether you agree or disagree with the following statements about
Brand Association
You said you recall seeing the Ad; which brand do you associate this Ad with?
Brand Association
You said you recall seeing the Ad; which brand do you associate this Ad with?
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