Brand Lift Metrics

What is brand lift? Put simply, brand lift is defined as the percentage increase in the primary marketing objective of a brand advertising campaign. Brand lift can take several forms in practice, and is most often used by brand marketers to measure the extent to which their advertising has shifted consumer perception against one of the key purchase funnel metrics. For instance, advertisers use brand lift metrics to measure the effectiveness of their advertising in driving consumer:


  • Awareness
  • Attitudes
  • Favorability
  • Purchase intent
  • Preference


The Right Metric for Online Brand Advertising Measurement

What about click-through rates? While appropriate for measuring the effectiveness of direct response advertising, this metric is irrelevant to brand advertising, and quite often misleading. And while various measurements of "engagement" provide interesting progress metrics, the performance metrics advertisers are looking for are those related to brand lift — an attitudinal metric which cannot simply be observed through behavior.

"While clicks are useful for direct response objectives, brand marketers need to gauge more subtle metrics... at this point clicks are relevant mainly for online retailers."
— David Hallerman, eMarketer

The Nielsen Online Brand Effect platform allows advertisers and their partners in the digital media ecosystem to collaborate around optimizing brand lift metrics, moving their audience through the purchase funnel, from building awareness to creating intent and preference. By bringing the same metrics used to measure and optimize advertising effectiveness in the offline world to the online medium, we are providing the catalyst needed to make digital media more attractive to brand marketers.


Test Your Brand IQ

We surveyed the online brand ad industry for best practices.
How do you measure up?

Benchmark yourself »

Have Questions?

Give us a call:
(415) 362-8498

Or have Vizu contact you »