23 Mar Does your video measure up? Tracking brand lift
As marketers are seeking to create a deeper connection between brands and their consumers, they need better ways to understand the impact of their campaigns. Video marketing is the hottest thing out there right now. While you probably already know what a good motion video and brand pulsing can do for comprehension and engagement, there’s a huge issue when it comes to figuring out what video actually does to improve that connection.
That’s where brand lift comes into play
What is brand lift anyway? According to Nielsen’s Vizu, brand lift is a percentage increase in the primary marketing objective of a campaign. Basically, you have to figure out how opinions changed by isolating your preferred metric before, during, and after your campaign.
It sounds simple enough, right?
Then why is brand lift so hard to measure?
Well, most of the time, those metrics are exactly the problem. A lot of metrics intended for ad search campaigns are pretty much irrelevant when it comes to sizing your brand up.
“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, for Vizu
It turns out measuring your brand’s performance isn’t as concrete as the definition makes it sound. All is fine and dandy until it comes to connecting these campaigns with results. And while intuition is great in its own right, it’s nothing to base the success of your campaign off of. But, there are some tools and goals you can keep in mind that will make your metrics feel a lot less like fluff.
You can measure brand lift by monitoring the performance of your creative, media frequency, and audience segments. Adjusting these three factors in real time can have a huge impact on how your ads impact perceptions and behaviors. And once you have that impact pinpointed, you’ll be able to spot its ripple effect as you look at metrics like ad recall, purchase intent, and even brand awareness.
Finding the right metrics
The benefits of video marketing don’t all come across in your media plan. If you want to identify a positive shift in customer awareness in perception, you’ll have to take a look at awareness, attitude, recall, favorability, and intent to see if interactions with your brand somehow changed because of your campaign.
So how do you figure out if your video marketing campaign is actually working? Primary research is everything. It’s important that you keep your ear to the ground and keep track of buzz and hear what people are saying through some combination of social listening, surveys, interviews, and focus groups. At this point, you’re trying to gauge aided and unaided awareness and any inherent preferences before and after your campaign….and trust me, this is all much more approachable than it may sound.
The tools for the job
When it comes to tracking what your campaign is doing for your brand, you have a couple of fairly popular options.
You have more than a couple of options for creating your own survey to gauge awareness, attitude, and usage before and after a campaign. Social polling is always an option, and some social media networks have built-in polling options like Facebook’s Opinion Polls. In some cases, you can even monetize the survey and add screening questions through services like Swagbucks.
Google Brand Lift works exclusively for YouTube ads and keeps track of their impact on brand metrics like awareness, recall, and purchase intent based on search activity. It’s designed to provide you real-time results that you can use to adjust your campaigns mid-flight.
Social media monitoring
As far as social media is concerned, tracking followers, likes, and engagements in tandem with your campaign is always a way to track significant fluxes in awareness, though this surface-level data makes it difficult to trace results back to very specific aspects of your ad.
However, some social media networks like Twitter make it easy to isolate tweets from a certain timeframe and based on sentiment, so you’ll be able to figure out whether or not the impression your ad made is fairly positive.
One of the best indicators of awareness is search. If your campaign successfully manages to increase brand awareness, you’ll notice a shift in your reach for campaign-related keywords. When people are looking for a product or service and think about your brand, that means they recognize your value and you’re gaining a voice that stands out from your competitors. You might even be on the track to top-of-mind awareness. To keep track of search intentions, you can use Adwords or your go-to keyword tracking tool.
The granular details
If you’re looking for an option that isn’t limited to ads on a particular platform, Nielsen Digital Brand Effect helps advertisers understand the cross-screen (and cross-platform) impact of their digital ads. This service allows you to measure and optimize brand advertising in real-time so you can adjust your spend based on the details of your brand lift metrics.
Great video marketing is moving more needles than some marketers might realize; but who can blame them when they’re working with soft metrics? Failing to measure how your advertising influences consumer perceptions as they move through your purchase funnel means you’re missing the big picture. By keeping track of brand lift, you can figure out precisely how your advertising can enhance your long-term brand equity and whether or not it leaves a lasting impression. You can leave the guesswork behind.