Definition
A controlled test measuring changes in brand perception, awareness, or purchase intent resulting from advertising exposure. The expensive research that proves your ads mostly don't work as advertised.
Example Usage
Our brand lift study showed a 2% increase in brand awareness from the $500K campaign, suggesting we'd need to spend $25M to achieve meaningful lift.
Origin
Marketing research methodology from traditional advertising; formalized in digital by Nielsen, Google, and Facebook.
Fun Fact
Brand lift studies show average 0.5-2% uplift for most campaigns; 'successful' brand campaigns barely move brand metrics, yet everyone claims they do.
Source: Brand research & effectiveness studies
Related Terms
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