After thousands on an ad campaign, you probably want to know whether or not it left a mark on your audience. Worry not since you can always use ad impact for this undertaking. Ad impact is a crucial metric used to gauge whether an ad improved your brand’s position in customer’s minds.
Not only does ad impact indicate if your investment paid off, but it also helps you plan future campaigns to make them even more effective. At the end of the day, ad impact ensures that every dollar of your advertising budget is spent wisely.
So, how can you improve ad performance with a brand lift study? Well, most businesses tend to focus on the lift in brand salience. Without understanding this important metric, it’s difficult to fully grasp the essence of ad impact and brand lift.
In a nutshell, brand salience showcases how large of an imprint a brand has in customers’ subconscious by measuring the likelihood that the brand spontaneously comes to mind in specific buying scenarios. What we are trying to say is that it measures how ‘top-of-mind’ your brand is.
Making sure you understand brand salience is vital because it creates the foundation for measuring ad impact and brand lift. Without knowing where your brand stands in customers’ minds before a campaign, it is nearly impossible to measure improvement.
It is worth mentioning that the most effective ads don’t simply catch people’s attention. Rather, they stick in their minds and offer your brand a clear ‘lift.’ To determine your ad impact, you will first have to measure brand lift and compare how well your campaign performed against others. Only then can you improve ad performance with a brand lift study.
Thankfully, there are different strategies you can use in measuring brand lift, depending on your campaign goals and available tools. For starters, you should consider going with brand lift surveys. These revolve around asking consumers if they recall seeing your ad and how it influenced their perception of your brand.
You can also turn to controlled experiments for this undertaking. By dividing respondents into groups, such as Ad-Viewers and Non-Viewers, you can isolate the ad’s impact on your brand metrics. Remember, platforms like YouTube, Facebook, and Google offer built-in tools for measuring brand lifts, which takes some of the hard work off of you. Be sure to use them to your advantage.
