{"id":11797,"date":"2023-03-10T12:48:07","date_gmt":"2023-03-10T19:48:07","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11797"},"modified":"2023-03-28T19:42:36","modified_gmt":"2023-03-29T02:42:36","slug":"what-is-brand-lift-why-should-my-business-measure-it","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/what-is-brand-lift-why-should-my-business-measure-it\/","title":{"rendered":"What is Brand Lift & Why Should My Business Measure It?\u202f\u202f\u00a0"},"content":{"rendered":"

How exactly can marketers measure the effectiveness of their ad campaign? What should they be looking for? TEGNA Attribution can help answer these sometimes complex and nuanced questions by connecting streaming ad viewing to actions. In other words, TEGNA Attribution connects the dots between those who viewed an ad, then visited the brand\u2019s website as a result.\u202f<\/span>\u202f<\/span>\u00a0<\/span>\u202f<\/span>\u00a0<\/span><\/p>\n

Today, we\u2019re offering even more. With TEGNA Attribution\u2019s Brand Lift studies, marketers can go deeper to understand the true impact of their s<\/span>treaming TV campaigns on Premion<\/a>, a leading CTV\/OTT advertising platform.<\/p>\n

\u201cOur goal is to be able to provide a measurement solution for every advertiser at every stage of their customer journey,\u201d says Jessica Daigle, Vice President of Sales Intelligence at TEGNA. \u201cOur brand lift studies allow us to measure brand awareness, recall considerations, and purchase intent. We can slice and dice that data by the important levers to us, whether it’s creative or audience segment, allowing us to optimize our streaming ad campaigns further.\u201d<\/span>\u202f<\/span>\u00a0<\/span><\/p>\n

How Brand Lift Studies Work<\/span><\/b>\u202f<\/span>\u00a0<\/span><\/h2>\n

Using privacy-safe exposed and control surveying\u200b tactics conducted across thousands of partner websites, two groups are retargeted and incentivized to complete a survey. One group was exposed to a brand\u2019s streaming ad; the other was not. Brand Lift is then calculated by comparing the exposed and control results to survey questions, which ask about:\u202f<\/span>\u202f<\/span>\u00a0<\/span><\/p>\n