The second step when preparing your Brand lift is to select a method.

Happydemics provides 2 methods for running a Brand Lift: cookie/ID less or actual exposure. Which method to choose depends on the media performance to measure;

For more details on the method by media, please read the document "Which Brand lift method for which media?”

⚠️ Note: the same method must be selected to compare the effectiveness of several media or several Brand lifts.

For more details on the method by media, please read the article "The Brand lift rules”

The actual exposure method is based on retargeting. Thanks to the pixel embedded in the creative or the shared cookie/ID batch, individuals who have actually seen or heard the ad can be surveyed to assess ad recall.

Brand lift makes it possible to interview these individuals to check their ability to remember the ad. This is known as the recall rate. Brand lift then calculates and validates the campaign's impact based on the differences between the exposed population who remembered the campaign (exposed memos) and individuals who were not exposed to it (unexposed memos).

This method can only be used when a pixel/tag can be included in the creative.

(A tag is a piece of code that is embedded in an advertisement. To comply with legislation on personal data, the data is anonymous, and based on the IP address of the device used to view the ad).

⚠️ Note: If the actual exposure method is not applicable, the Brand lift will automatically run using the cookie/Id less method.

For more information on changing methods, please read the article "When to schedule my Brand lift".

The Cookie/ID less method is based on potential exposure, since it is not possible to target an exact sample of individuals who have been exposed. Happydemics will build two respondent pools: individuals who remember being exposed to the ad, and individuals who do not recall the ad.

This means identifying an audience that has been exposed to your ad in its original distribution environment, and comparing their opinion with an unexposed audience.

The Brand lift analysis then proceeds by measuring performance indicators, validating the campaign's impact by comparing the gap between the individuals who remembered your campaign (ad recallers) and those who didn't (non ad recallers).

If you want to target a very specific distribution environment, you can always use a question that confirms the use of the environment beforehand.

For example, if you run your campaign on LinkedIn, you can ask respondents whether they regularly use LinkedIn, and then whether they remember seeing your ad. With these questions, you can find out how many individuals are likely to have been exposed to it and remember it.