Prerequisites
Before launching a Brand lift, you need to ask yourself which method to use.
For more information on methods, please read the article"Which method to choose?".
When should I schedule my Brand lift using the actual-exposure method?
The actual-exposure method requires adding a retargeting pixel to the creative asset or sharing a batch of cookies/IDs to build up a pool of exposed respondents.
Happydemics recommends using this method to set up Brand lift upstream of the media campaign, to get the pixel generated by the Happydemics platform and add it before spending the media budget.
However, the Brand lift can be set up at any time during the media campaign, as long as there are still 300k unique individuals to expose and cookies/IDs to collect.
⚠️ Note: There is often a high attrition rate in the collection of cookies/IDs, hence Happydemics' recommendation to set the pixel as soon as possible.
⚠️ Note: If the 300K cookies/IDs have not been collected by the last day of the campaign, the Brand lift will automatically proceed using the cookies/ID less method.
When should I schedule my Brand lift using the cookie/ID less method?
The cookie/ID less method is based on the ad recall of exposed individuals. Brand lift can be scheduled at any time during the advertising campaign and up to 30 days after the end of the media spend.
When are respondents collected by Happydemics?
Brand lift is launched at 90% of the media campaign's progress.
This rule sets a standard for comparing performance between different campaigns. Collecting responses at the end of a campaign enables us to assess overall performance. Repeating the message allows respondents to adapt their opinion, for example.
Frequently asked questions
What is the maximum duration of a Brand lift media campaign?
The maximum duration of a media campaign is 90 days. If it exceeds 90 days, Happydemics recommends running several Brand lifts, one for each 3-month period. Running several Brand lifts will provide more reliable measures of advertising performance by period, and will allow indicators to be compared over time.
What if my campaign doesn't reach enough people in 90 days to trigger a Brand lift? Can audiences be aggregated over the entire campaign period? The 300K unique exposures won't be reached in 3 months - can we combine audiences over the 6 months of the campaign?
No, audiences more than 3 months old are not eligible to share their opinion on an advertising campaign.