Brand Lift Live FAQs
What is a Brand Lift Live study?
Brand Lift Live is Quantcast's proprietary tool for measuring the impact of a campaign on brand metrics such as awareness, consideration, and favorability. It works by surveying a control group (not exposed to the ad) and an exposed group in real-time. Its key differentiator is providing real-time results, enabling mid-campaign optimizations to improve brand lift—a feature not available in traditional post-campaign studies.
What’s the minimum impression we need to see in the underlying ad set?
So far, the minimum we have seen is around 2 million impressions, as with Autotrader. We need more campaigns to run for a more robust benchmark.
How soon can we onboard clients to test a brand lift study?
Brand Lift Live is currently available in the following countries/languages.
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
Japan
Mexico
Netherlands
New Zealand
Nicaragua
Panama
Paraguay
Peru
Philippines
Saudi Arabia
Singapore
South Africa
South Korea
Spain
Suriname
Sweden
Switzerland
Taiwan
UAE
UK
Uruguay
USA
Venezuela
What is the minimum spend needed to run a Brand Lift Survey?
Ad Set minimums per currency can be found here
What fees apply to the survey-specific spend?
The linked ad set fees also apply to the survey spend.
What tools/avenues do you use to assess ad recollection (surveys or anything else)?
Brand Lift Live (surveys)
Brand Lift Live lets you optimize for live results throughout your campaign, directly in the Quantcast Platform, driving efficient reach to those considering your brand and away from those who will never consider it.
Can we still accept 3rd party verification/blocking tags?
We can still accept these tags.
What level of the hierarchy can the study be linked to?
Surveys can be linked to individual ad sets and across multiple ad sets at the campaign level.
The benefit of running multiple ad set-level studies rather than a campaign-level study is that you can break out variables, such as demographics, frequency, creative, and device type, by ad set.
The benefit of running at the campaign level is that you can combine ad sets to achieve the minimums, but analysis is broken out at a total level.
Which audience targeting strategies are supported?
All audience targeting strategies are supported.
If you have multiple targets and a big enough budget, we encourage you to run studies at the ad set level, not the campaign level, because more granular data can be shared across audiences; that is a crucial differentiator for our product. For example, we have had a client who compared their own CRM audience with our LAL model audiences from their website. We performed better, and mid-campaign, they shifted all budgets to our audiences. Our LAL audience performed better both on BLL and their other KPIs.
What creative formats can we use?
Video is recommended, but brand lift can accommodate standard display, rich media, native, and video.
Can we target different frequencies?
We can optimize to/target different frequencies.
Which geo-targeting strategies are supported?
Country, State, and Zip Code are supported.
What can be adjusted post-launch?
Survey budget
End date
Pause the survey
Optimizations that can be made
Demographic target shift
Device shifts
Frequency, changes/caps/targets
Focus on fewer creatives or add new/remove creatives
What makes Quantcast Brand Lift Studies different from anything on the market?
Pricing: Our brand lift entry point of ~$42,000 is significantly lower than other alternatives on the market.
Optimizations and real-time insights: You can optimize to directly impact business results. Campaign results can be seen in real time, mid-campaign, instead of only post-campaign, like other study offerings. This makes the insights actionable, allowing clients to maximize brand lift. Using Quantcast data, clients can uncover real-time audience insights of survey respondents to pinpoint creative messaging and audience targeting opportunities surgically.
Time savings: Clients can accelerate their workstream by running brand lift surveys easily and quickly directly in the platform, without needing to survey respondents to pinpoint surgically creative messaging and audience-targeting opportunities, and without involving a third-party study partner. The time spent emailing the brand survey partner and exchanging information back and forth to set up, run, and report on the survey can be better spent focusing on growth, innovation, and identifying opportunities for optimizations to maximize outcomes.
How are respondents compensated?
Respondents are not compensated.
How are your respondents chosen? (Representation, Census, etc.)
We use a Live Recruitment approach for Brand Lift Live, which reduces bias because respondents are not incentivized to answer.
How does our Brand Lift Survey work?
We use a control group that did not see your brand’s ad and an exposed group that did. We then administer a one-question survey to both groups.
Since the only difference between the groups is that one has seen the ad and the other hasn’t, we can measure the lift in responses between the groups.
What’s the minimum impression we need to see in the underlying ad set?
There is no minimum impression. Only spend minimums, which you can find in this help center article.
What is the minimum spend needed to run a Brand Lift Survey?
Ad Set minimums differentiate per currency and country. See ad set minimums in this help center article.
Where can I find the latest information about Brand Lift Live?
All Brand Lift Live can be found in the help center article.
What reporting is available in the platform to start?
In the Report Builder, the following metrics are available for Brand Lift Live:
Survey Spend
Survey Media Fees
Survey Non-Media Fees
Survey External Fees
What is the average response rate?
0.1
What’s our average impression-to-response ratio?
Response per impression (ctr) ranges around 0.04% to 0.1%. A related and perhaps more important metric is cost per response.
We get a $0.30 - $3.00 cost per response.
Note: This is when we serve a survey with display impressions, using video impressions. Preliminary results show a lower cost per response.
How are we reaching statistical significance compared to Nielsen? Nielsen considers it to be 30 responses.
Statistical significance is not only dependent on the number of responses. We show a continuous dial indicating statistical significance based on the p-value.
We will indicate the statistical significance/confidence level, but the number of responses is related to stability, which we will also indicate in the platform.
We start showing the results right away, but we will have a clear indication of whether the responses are stable (30+ responses) and significant (95% significance).
Which objectives are supported?
We currently support video views and Reach/Frequency.