Best Practices: Brand Lift Live

The setup of a test is crucial for success. One of the most important steps in understanding branding campaign impact is ensuring the creative matches the objective. Additionally, the survey needs to ask the right question. No optimizations can improve performance on a campaign with mismatched creative objectives and surveys.

Creative

• Creative call-to-action (CTA) has to match the campaign objective

  • Each creative includes the exact brand/product name looking to be measured in the survey

  • Utilize one distinct marketing strategy in each asset

• Name and logo are prominent and persistent on most frames, and not blocked by video buttons (play, pause, rewind, counter)

• If the description is technical, it should be clearly explained so that the target audience would understand

Ad Set

• No other campaigns/ad sets should be targeting the same audience with the same message through Quantcast or other partners to avoid contamination

  • If you’d like to run other campaigns at the same time, exclude them in the Retargeting section of the ad set setup

Survey Question Wording

Word your question properly!

• Match the exact (prominently visible) wording from the creative

• Use wording the target audience would understand

• Distinguish the wording from all included competitor creatives

• Add a clear description after brand name

Choose your question carefully!

• Make sure your question matches the CTA in your ads (If your ad is built for awareness, then ask an awareness question and not a consideration one)

Ad Recall

Learn if your ads are noticeable/eye-catching

Awareness (yes/no)

Learn if your ads are improving awareness

Awareness (checkboxes)

Learn if your ads increase awareness compared to competitors

• Make sure your question aligns more with your own creatives than your competitors

• Consider including brands similar enough in level of awareness as yours

• In the survey choices, if you are asking about a specific category, consider adding the category to each brand choice (i.e., Quantcast vs Quantcast Choice) 

Familiarity

Use this if your ads list specific product benefits/features

• Make sure there are features and benefits related to the product/brand included in the creative (i.e., large inventory of products, authenticity guarantees, easy to use, etc)

Recommendation

Learn if your ads are improving post-purchase sentiment and willingness to promote

Favorability

Learn if ads are shifting the brand/product perception

Survey Time and Budget

• For best results, the survey should start up to a week after your brand campaign launch to allow time for the campaign to shift consumer perception

  • If the study is linked to a live ad set, we’d recommend setting up the survey to launch the following day to allow our system time to ensure the control group has not been exposed to an ad previously

• The survey end date should be on or before the ad's  set end date

• We provide a general budget recommendation based on the desired number of total responses

  • Many factors can impact the actual budget needed for significance

  • More or less budget may be needed depending on the actual delivery

  • We do not guarantee significance or a number of responses

Optimizations

Assuming the creative, survey, and objective are all set up properly, the overall lift percentage gives a good idea of the impact of your ads. If the study is set up for success but the results are not going as expected, the ad set’s setup may need optimization. Survey Analysis reporting provides granular breakdowns of results that can be used to optimize.

Note: It will take time for the survey results to collect enough sample and significance. Allow the study to run for at least 2 weeks before considering optimizations. If a cohort has a significant positive lift with a large enough sample size, that is a good sign to test optimizing towards that audience. 

• Wait for a large enough sample size (100 answers recommended) per cohort

• If the sample size is between 30-99 answers per cohort, optimizing can happen if the results have remained consistent for at least 3-4 days

• Wait for a cohort to have significant results (90% or higher confidence level recommended)

Troubleshooting

• If an ad set is under-delivering, consider pausing the survey until the delivery issues are under control

Learn more about Brand Lift Live. Please contact [email protected] if you have any questions.