How to read Brand lift results?

How to know if each KPI is performing well?

The performance of an indicator - whether it covers the creative analysis or the impact of the ad recall - is always assessed in relation to a reference, i.e. in comparison with a benchmark.

Indicator performance analysis differs depending on the related objectives:

• The indicators related to creative analysis are a self-reported and informed rating of the campaign by the respondent (Do they like it? Is it interesting? etc.). Therefore, it is useful to compare them with a suitable benchmark, in absolute terms: Is my campaign better or worse than other similar campaigns in the benchmark?

• Indicators related to the impact of ad recall aim to assess the difference in results between respondents who have seen and remembered the campaign, compared with non-memos, to assess the actual impact on the brand based on ad recall. (What is the impact on brand image? Do I value the product more? etc.). It's a good idea to assess the results of these indicators from the perspective of the uplift benchmark: Is the impact of the campaign's recall on my brand stronger or weaker than the impact generated by the other similar campaigns in the benchmark?

⚠️ Note: If, despite negative uplift results, the results in absolute terms are higher than the related benchmark, then the mixed uplift results are due to high initial results for this advertiser, also among non-memos!

Did your Brand lift work?

Go to your measurement Benchmark page to find out.

There you can compare your results with our benchmarks, so you can see how good your results are!

Rules to keep in mind:

• If your results are within a +3 point margin of our benchmark, it's a great performance,

• If your results are between -2 and +2 points from our benchmark, you're average,

• If your results are -3 points or more from our benchmark, there's room for improvement.

How to read the results on your core target?

The aim of the core target analysis is to show higher results than the total number of people who remembered the campaign. This core target can be edited directly on your report, to suit your reading preferences.

What does the Impact score mean?

The impact score is a unique performance score for each of your campaigns. It’s the combined result of all the performance indicators for a given measure, making it easy to compare a campaign as a whole with the related benchmark, and to draw broad conclusions about that campaign. It is calculated by averaging the differences (between the campaign and its benchmark) on each indicator, against the best and worst performances by media on that indicator. Once the calculation for each indicator is completed, it is averaged and scaled to 100: 0 means that the campaign had no impact on the indicators measured; 100 means that the campaign had the highest impact.

​In short, this calculation is:

• divided by indicator for greater precision,

• filtered by media for greater consistency,

• conditioned by variable performance thresholds, to be more realistic. These thresholds are the average of the 25* best performances on the media and the average of the 25* worst performances on the media.

*Provided we have enough data: For TV, In-game, Social media, and Radio we look at the TOP 5 and FLOP 5.

For all new media, we need at least 15 measurements to calculate an Impact Score per campaign.

​This calculation enables us to:

• sum up the performance of your entire advertising campaign,

• easily compare your different campaigns with each other.

This calculation means:

A 50 Impact Score ranks your campaign within the overall average of its benchmark.

What is the Cost per lifted user?

Cost per Lifted User is a calculated indicator that measures the investment required to "convert" a respondent to your campaign.

A respondent is "converted" when they positively respond to attribution (when available), along with all the indicators tied to the campaign's impact on the brand.

This indicator is available under specific conditions only:

• Brand Lift includes the Attribution KPI and at least 2 KPIs from the category “Impact on ad recall”

• Media Spend has been provided.

• The number of Unique Impressions was provided.

The calculation of this indicator is straightforward: First, calculate a total "number of converts" generated by exposure to the campaign, then divide the budget spent by this number of "converts".

Mock example below:

The Cost per lifted user is subject to significant variations depending on the impact indicators included in the measurement, and therefore on the campaign's objectives.

For example, a measurement launched with the Performance template for a campaign aimed at generating consideration and purchase intent for the brand will, on average, have a higher CPLU than a campaign launched with the Perception template for a campaign aimed at improving brand image.