Keyword: «brand lift»

The relevance of this research topic is that in display advertising, in addition to metrics that are easy to calculate: reach, impressions, clicks, CTR, video views, etc., there are more important indicators that are less measurable, for example, brand recognition. This problem is solved by the Brand Lift tool, which allows you to automatically carry out large advertising platforms and evaluate the level of brand or product recognition for a specific target audience after an advertising campaign. Brand Lift research is a way to measure the impact of video campaigns on brand perception. The method of conducting it is a opinion poll, when during advertising users are asked questions with several answer options. As a result of using Brand Lift, companies can develop solutions to strengthen the overall brand position based on such metrics as: brand awareness, recall of creative creatives, brand loyalty. The article provides recommendations on optimizing advertising for those who plan to use Brand Lift research.