Overview

Rethinking brand lift measurements

At Happydemics, ad exposure data and ad recall work together to create a robust and reliable brand lift methodology.

Traditional brand lift studies typically measure the difference between exposed and non-exposed respondents. However, the advertising landscape is evolving. User traceability is becoming increasingly complex, driving the industry toward probabilistic data models, where the very notion of "actual exposure" is increasingly difficult to define..

Furthermore, for a brand lift to be truly actionable, it must enable cross-media comparisons, despite differences in data availability.. That’s why ad recall serves as a consistent reference point, ensuring meaningful and comparable insights across all channels.