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BRAND LIFT INSIGHTS

IN-DEPTH UNDERSTANDING
OF DIGITAL CAMPAIGN PERFORMANCE
Brand Lift Insight, helps us understand the ROI of the campaign Vs. Brand Objectives

AUDIENCE

BRAND LIFT How much did the marketing activities in a digital

INSIGHT environment change consumers’ attitudinal
response to the brand?

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Brand Lift Insights
We measure the impact of digital advertising on brand growth

How is the How effective are What can we apply

campaign different parts of to future
performing? the plan campaigns?

 Brand Impact overall  Frequency analysis

 Creative evaluation
and on target  Most cost-effective learnings
 Effect on perceptions formats & sites
 Media planning
of my brand
optimizations
 Compared to similar
campaigns

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The tool enables an assessment of how a digital campaign has impacted consumers’ attitudes
to the brand across a range of measures
BLI can include the standard metrics frequently used by specific client

+1.8 +35.4* +7.7* +18.5*

BLI analyse how campaign performed at
96 97
84 85
an overall level, compares against
65
74
65 relevant industry norms
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Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent

Control Exposed

Control Exposed Video Programmatic Exposed on YT

And also into how results differ by

97 95
different platforms –e.g. YouTube vs 91
74
88
81
88 83
67 65
Programmatic Video-. 57

We can cover roughly all of your 32

Digital Campaign activity Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent

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BLI Includes Site and Creative Analysis
In this case all creatives contributed well to brand saliency. But 30” in particular had the strongest impact.

FMCG brand in Indonesia

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BLI allows to compare the impact of context vs non context and programmatic campaigns.
Comparing Video and Display in context vs non context we can understand how much this impact on campaign
performance.

Technology campaign Singapore - 2016

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Includes analysis of Creative Impact
Creatives in this campaign were well liked, involving and clearly branded. This supported campaign impact on
brand KPIs

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And helps to optimise at a site, frequency and placement level

Optimal Frequency

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
1 2-4 5-7 8+
Ad Awareness Brand Favourability

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Our near real-time dashboard provides granular analysis for campaign
optimisation

Our near real-time dashboard

comes as standard with every
BLI study. Its clear and intuitive
design provides granular
analyses for digital campaign
insights and optimisation:

• Brand metrics summary

• Trend analysis
• Frequency analysis
• Site analysis
• Site allocation
• Creative
• Flighting
• Efficiency
• Profiling
• Audience Insights (vCE)
integration coming soon

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How does it work?
Brand Lift Insights uses a control and exposed methodology to measure digital ad effectiveness by recruiting two
groups of respondents

SITE VISIT SEEN AD? SAMPLE SURVEY ANALYSIS

Do the results indicate a

difference between the
two groups?
COOKIE- Brand Impact
TAGGED
Has consideration increased
YES AND for Standard Chartered?
SITE A OTS
CAMPAIGN EXPOSED
FOR
EXPOSED ∆ +8
MOBILE (Norm ∆ +4)
FOOTPRINT
47%

NO
SITE A
CONTROL 39%

Control Exposed

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The Nuts and Bolts

Methodology
Survey: 10mins. online survey
Deliverables: 1 reports; 1 dashboard
Standard Sample Size: n=400 (Exposed n=200 & Control n=200)

Notes & Assumption

• Exposed sample would be based on the current campaign activity, and will have spread across the publishers/platforms as
per the campaign reach
• A minimum of 5 million trackable impressions are required for testing a campaign. Getting to the level of platforms and
creativity will require 5 Million impressions for each of them.

BALLPARK– USD 10,000-12,000 including dashboard and one report presentation

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BRAND LIFT INSIGHTS

IN-DEPTH UNDERSTANDING
OF DIGITAL CAMPAIGN PERFORMANCE