Glossary A–ZLetter B
Brand lift
Brand lift is the measurable change a campaign brings about in how a brand is perceived, for example in awareness, recall or purchase intent.
It is usually measured through surveys. The figure is the difference between people who encountered the advertising and a control group without that exposure.
For a campaign on screens in railway stations, for example, travellers at sites with and without the campaign are asked whether they know the brand and remember any advertising. If the first group scores higher, this is called a lift. Such studies are usually commissioned by advertisers or media sales houses.
Brand lift says something about attitudes, not about sales; attribution or sales analyses serve that purpose. How meaningful it is depends on how comparable the groups are and how many people were surveyed. Operators should only pass on results together with the method, period and sample, and should not generalise from a single study.