What are Brand Lift Studies?

A research method that measures how advertising campaigns impact brand perception among the target audience.

How it works:

• Show ads to a test group of people
• Survey them with short questionnaires
• Compare responses with a control group that didn’t see the ads
• Measure the “lift” (increase) in brand metrics

Key metrics measured:

• Brand awareness – Do people recognize your brand?
• Brand perception – What do they think about your brand?
• Purchase intent – Would they buy from you?
• Ad recall – Do they remember seeing your ad?
• Message association – Do they connect your message with your brand?

Implementation methods:

1. Native surveys – Built directly into platforms like LinkedIn, shown to users after ad exposure
2. Off-platform surveys – Independent research via third-party providers like Nielsen

Why B2B companies use it: Traditional metrics like impressions, clicks, and CTR don’t show what’s happening in people’s minds. Brand Lift Studies measure the psychological impact of campaigns – whether your ads actually changed how decision-makers perceive your brand, which ultimately influences buying decisions months later in long B2B sales cycles.

Practical value: Provides quantifiable data to demonstrate brand campaign effectiveness to CFOs and stakeholders who need concrete numbers beyond vanity metrics.