This piece first appeared in AdExchanger. To read the article in full click here.
In the digital age, we’re often reminded about how far we’ve come from our prehistoric internet past. We got a nice reminder in June 2022 when Internet Explorer officially retired as a web browser.
A similar shift is happening in traditional advertising and the way consumers build relationships with brands.
Back in the day, when most video ads ran on television, advertisers did not have a lot of data on who watched their ads and how they responded to them. This limited the ability to measure effectiveness. Compared to the specifics we can gather now, the prehistoric methods of advertising were a shot in the dark.
Today, advertisers have much more insight. But even modern-day advertisements are only effective when brands understand the specific, data-driven relationship between a brand and the consumer.
Here’s what that looks like in action.
The impact of brand lift
Defining a person’s relationship with an advertisement isn’t that complex. More often than not, your favorite video ad may have used one of your favorite songs or tugged at a childhood memory. That nuanced, specific relationship we all have with our favorite ads is an aspect of brand lift.
Brand lift analysis monitors key performance indicators (KPIs). These are usually measured and provided by third-party research organizations on behalf of social platforms like YouTube or TikTok.
With the KPIs, brands can monitor how well they are driving awareness, consideration and purchase intent with target consumers.
To read the article in full and explore how to ‘dig deeper with brand lift’, click here.
