Brand Lift Live Overview

  • Updated on Dec 3, 2024
  • Published on Apr 4, 2024
  • 4 minute(s) read

Languages

We currently offer Brand Lift Live templates in the following languages: 

  • Arabic

  • Cantonese

  • Chinese (simplified)

  • Chinese (traditional)

  • Dutch

  • English

  • Filipino

  • French

  • German

  • Gujarati

  • Hindi

  • Indonesian

  • Italian

  • Japanese

  • Korean

  • Punjabi

  • Spanish

  • Swedish

  • Tagalog

Locations

  • Argentina

  • Australia

  • Austria

  • UK

  • US

  • Belize

  • Belgium

  • Bolivia

  • Canada

  • Chile

  • Colombia

  • Costa Rica

  • Ecuador

  • El Salvador

  • Falkland Islands

  • France

  • French Guiana

  • Germany

  • Guatemala

  • Guyana

  • Honduras

  • Hong Kong

  • Ireland

  • Italy

  • Indonesia

  • New Zealand

  • Nicaragua

  • Panama

  • Singapore

  • South Africa

Campaign Offerings

Survey Methodology

Our survey methodology uses a control group and an exposed group. The control group has not been shown your brand’s ad, and the exposed group includes anyone who was shown the ad. We serve both groups with a one-question survey. Since the main difference between the groups is that one has seen the ad and one hasn’t, we are able to measure the lift between the responses from each group.

Note: Since the exposed group retargets the users who were served an ad from the linked ad set, any changes to the ad set will impact the survey as well.

Campaign Objective Options

Brand Lift measures the impact your brand ads have on customer perception. These studies are meant for Upper Funnel tactics, so we offer the feature for ad sets under the following campaign objectives:

  • Awareness

    • Reach

    • Video Views

  • Consideration

    • Traffic

  • Cookie Targeting

    • Cookie (Available at both Campaign Level & AdSet Level)

    • Cookieless (Only available at AdSet Level. Cookieless is only available as blended AdSet Cookie + Cookieless. Pure cookieless BLL is currently in development)

Ad Set Parameters

Ad Set Delivery Limitations

A Brand Lift Live study can only be linked to an individual Ad Set. This feature can not be linked to a campaign level/multiple Ad Sets and is not compatible with the following Ad Set settings:

  • Cookieless

  • Campaign Budget Optimization

Ad Set Spend Minimums

To detect lift driven by the Ad Set, the lifetime budget must meet or exceed the below minimum (based on the account set currency).

Note: The required budget to reach significance differs greatly depending on the targeting parameters, survey template, response rates, etc. To understand the minimum budget requirements for your Brand Lift campaign, please raise a support ticket or consult your representative" (View Study Parameters section for more details).

Disclaimer:

Like any Ad Set in the platform, your account-level rate card service is leveraged for the management, media and non-media fees of the survey delivery

The overall 3-month Ad Set + study minimum for USD currency is $30,500 but for a higher chance of reaching significance, you should be prepared to spend at least $34,000. (View the Study Parameters section for more details).

Ad Set Channel Types

Brand Lift Live is available on web, CTV, Audio, and Mobile (Mobile BLL is currently in Beta. Reach out to your account manager to learn more).

Study Parameters

Study Budget 

An additional survey budget is required over the Ad Set spend for survey delivery. That budget is dynamically split between the delivery for the exposed and control groups to maximize significance.

The required budget to reach significance differs greatly depending on the targeting parameters, survey template, response rates, etc.

The platform provides a recommendation based on the selected survey template and historical data, however, we do not guarantee results. For example:

  • For most templates, the recommended budget would be ~$2,500 USD.

  • For a template with checkboxes, the recommended budget would be ~$4,000 USD.

If significance is reached sooner, you can transfer the budget back to the Ad Set (the survey budget minimum is $500).

Study Timeframe

Studies should be at least three weeks long. We recommend starting new studies every three months or evaluating the results monthly/quarterly, but we do allow longer studies. 

Study Fees

Like any other in-platform delivery, your account-level rate card service is leveraged for the standard inventory, media, and add-on fees, but no additional survey-specific fees exist.

Fees differ slightly between the Exposed and Control groups as their targeting parameters are different. View a breakdown of the fee below:

Required fees (applied to full survey budget)

  • Media Fees

    • Ad Choices

    • Intelligent Bid Management

    • IAS Viewability

  • Non-Media Fees

  • Platform

Other

  • Management fees (if applied to the account)

    • Campaign Management

    • Agency

  • Data & Modeling Costs (if applied to the linked ad set - added to the control survey group only)

    • Q Custom Keywords

    • Q Demographic Segments

    • Q Interest Segments

  • Display Brand Safety (can be added to survey delivery separately at setup time)

    • DV Pre-bid Authentic Brand Safety

    • DV Pre-bid Brand Safety

    • DV Pre-bid Contextual

    • DV Pre-bid Custom Contextual

    • DV Pre-bid Anti-fraud

    • IAS Pre-bid Anti-fraud (Display)

    • IAS Pre-bid Brand Safety (Display)

    • IAS Pre-bid Contextual (Display)

Not applicable to survey spend

  • Bespoke Modeling

  • Bespoke Modeling - Dynamic Prospecting + Retargeting

  • Bespoke Modeling - Prospecting Only

  • Bespoke Modeling - Video Completion

  • IAS Pre-bid Anti-fraud - Video

  • IAS Pre-bid Brand Safety - Video

  • IAS Pre-bid Contextual - Video

  • Q Ad Serving - Native

  • Q Ad Serving - Display

 

Study Brand Safety

The linked Ad Set’s Brand Safety does not auto-apply. The Brand Safety study default is the Quantcast Allowlist.

While we recommend that you set the survey delivery on the default allowlist as it is most cost-effective, we allow users to set survey-specific Brand Safety site lists and/or segments. Standard Rate Card fees apply. 

Acceptable segment types:

  • IAS - Display

  • DoubleVerify (must be compatible with display inventory)

Note:  This is likely to impact the cost per response and therefore the budget needed to reach significance.

Survey Questions

There are 2 categories of survey questions within the Awareness objective study.

  • Brand Awareness: The goal of your Ad Set is to raise general awareness of the brand.

    • Awareness (checkboxes): Which of the following [insert brand category] have you heard of?

      • Awareness (yes/no): Have you heard of [Your product Name]?

      • Ad recall: Do you recall seeing an ad for [Your product Name] online or on a mobile device in the last 5 days? 

    • Product Interest: Your Ad Set aims to raise interest in your product by sharing specific product benefits/features.

      • Favorability: How would you describe your [overall opinion/thoughts about/thoughts about/ impression of/feelings about/views on] of [Your Product Name]?

      • Familiarity: How familiar are you with [Your Product Name]?

      • Recommendation: [Will/Would] you [recommend/mention/talk about] [Your Product Name] to a [friend/relative/coworker…]?

Supported Settings

  • Web cookie-based delivery

  • Objectives - Link surveys to ad sets with:

    • Reach

    • Video Views

  • Formats

    • Video (recommended)

    • Display

    • Native

  • Devices

    • Console

    • Smart TV

    • In-App (CTV)

    • Mobile

    • Desktop

    • Tablet

  • Location

    • Country 

    • States, Cities, Metro Areas, and Zip Code are supported

  • All audience and advanced ad set settings are supported

    • Brand Safety is configured separately for the survey delivery

  • Dayparting and Pacing schedules do not apply

Read our Brand Lift Live Survey Set-Up article.

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