Advertising: Brand Lift Studies on Facebook and Google
The Storyteq platform is ideal for testing different types of ads within a campaign. This way you can find out which ads work best for a brand, target group or platform.
There are many different ways of testing ads. Of course you can look at the available media metrics within the available platforms. But this way of testing is not suitable for all campaigns or all types of ads. Youtube Bumper ads, for example, are too short to measure good viewing results this way. Also looking at the trueplay rate with Facebook ads is not recommended, because hardly anyone watches the full ads on Facebook. The same applies to forced deployment (ads that you cannot click away), the VTR will almost always be above 80%, making the VTR not a reliable metric for these types of ads.
In these cases, the test options within Facebook and DV360 can offer a solution. Both platforms offer their own forms of Brand Lift Studies. These are studies aimed at providing insight into people's perception of a brand / product.
Facebook Brand Lift Studies
Within a Facebook Brand Lift Study, brand polls or other measurements are used for brand awareness. Through these tests, insight can be gained into the value of the Facebook advertisements.
Technically, this way of testing can be used on all Facebook advertisements simultaneously as well as for a specific Facebook advertising campaign. If you want to test the value of specific ads to see which ad(s) contribute best to brand awareness, you will need to perform this test on a specific advertising campaign.
Your target group is divided into a test group and a control group. Both groups complete polls on topics such as ad reminder, brand awareness and message association.
The Brand Lift Study is suitable when:
- You want to use one campaign for one brand or product, in which the advertising material can be varied or used side by side;
- Or if you continue to use the same material and budget during an entire campaign.
Things to consider when using a Facebook Brand Lift Study:
- Only one active campaign: During the test, only one active campaign can be live (per target group or product). In the case of multiple active campaigns, the test result is unreliable.
- Ad Sets: The created adsets must either be completely within OR completely outside the test period. In order to achieve a reliable result, you cannot therefore turn on or off any ad sets during this test period.
- Also important: You can do these tests for free if you are already working with a Facebook account representative (certain budget requirements may apply). These limits can be requested from the account manager.
More information about Facebook Brand Lift Studies can be found here:
Google DV360 Brand Lift Studie
The YouTube / DV360 Brand Lift Study is also free and is yet another method of measuring what an ad does with the perception of your brand or product.
Brand Lift measures metrics at various stages of the funnel – from Ad Recall to Purchase Intent. When choosing metrics, it's important to consider how much you are willing to invest in your YouTube campaign– further down-funnel metrics like Brand Interest require larger budgets to create a large enough sample size to report causality. Below outlines what each question measures.
The Brand Lift Study can focus on the following points:
- Ad Recall: Do consumers remember seeing an online video ad for your brand or product?
- Brand Awareness: Are consumers familiar with your brand after seeing a YouTube ad?
- Consideration: Would consumers consider your brand for a purchase they are making?
- Favorability: Do consumers have an overall positive opinion or attitude about your brand?
- Purchase Intent: Given a choice of a number of brands to purchase from, would consumers pick your brand over others?
- Search-Based Metric - Brand Interest: Brand Interest measures the actual lift in organic searches from the group of users that saw your YouTube ad. This tends to be the most sought-after metric for advertisers to measure, but it also requires the most data and therefore has the highest budget requirements. To measure Brand Interest, your campaign will need to spend a minimum of $20.000,- within the first 14 days.
Just like within Facebook, the target group within YouTube is split into two groups to serve the Brand Lift question(s) to:
- A group that has seen the ad
- A group that could have seen the ad but not seen it
The YouTube Brand Lift Study requires a minimum budget per question in order to achieve significant and reliable results (the Netherlands is part of group A). These budget limits are therefore necessary to achieve sufficient responses.
|Minimum budget requirement across 7 days (daily amount should be 1/7 of the total)|
Good to keep in mind:
- Test one thing at a time: Per Brand Lift Study, you can test one thing, not more. So for example the ads OR the target group. But not both in the same Brand Lift Study.
- For a Google Brand Lift Study, it's important that your audience is big enough. Only 1-2% answers the posed question in a Brand Lift Study, so you need a lot of impressions, or you'll need to run the study for a longer period of time. The more you'll specify your audience, the longer it will take.
- Multiple questions per Brand Lift Study are possible: It is possible to test, for example, Ad Recall and Brand Awareness. This does mean that you need twice as much budget to be able to test this properly.
Cookie split (BETA)
Within Google Ads it is possible to apply a Cookie Split in addition to the Brand Lift Study. In this way, for example, two ads or two target groups can be tested side by side. You can discuss with your Google Ads Account Manager whether it is possible to add a Cookie Split to a Brand Lift Study.
Do not apply very specific targeting. To spend the required budget in seven days, it is advisable not to make your targeting settings too specific. This can limit too much, so that too few responses come in, which causes that no result is possible from your Brand Lift Study.
More information about the DV360 Brand Lift Study can be found here:
In conclusion: there are a few rules in order to make a good Brand Lift Study happen on Facebook and/or Youtube. Taking these rules into account, you’ll get reliable test results which you can use to further improve your (video)ads, something the Storyteq platform is perfect for.