BL – Brand Lift
Definition
Brand Lift measures the measurable change in brand awareness, brand favorability, or purchase intent achieved by an advertising campaign. Google and Meta offer Brand Lift Studies where a test group (saw the ad) is compared with a control group (didn't see the ad). The difference in survey results shows the direct advertising effect on brand perception.
Interpretation
Brand Lift is measured in percentage points. A brand lift of 5 percentage points in brand awareness means: the test group remembers the brand 5 percentage points more often than the control group. Typical benchmarks: 2-5 percentage points lift in awareness, 1-3 percentage points in purchase intent.
Optimierungstipps
Use consistent visual elements and brand messages across all touchpoints. Ensure sufficient reach and frequency (minimum 3-5 contacts). Test different video lengths and storytelling approaches. Measure brand lift regularly through Brand Lift Studies on Google/Meta.
Verwandte Kennzahlen
Alle KPIs ansehen →Bereit für messbares Wachstum?
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