The setup of a test is crucial for success. One of the most important steps in understanding the impact of a branding campaign is ensuring the creative aligns with the objective. Additionally, the survey needs to ask the right questions. No optimizations can improve performance when creative objectives and surveys are mismatched.
Creative
A creative call-to-action (CTA) must align with 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 across most frames and are not obscured by video buttons (play, pause, rewind, counter).
If the description is technical, it should be clearly explained so that the target audience can understand.
Brand Lift Live is available in the following sizes:
Display 300×250
Display 336×280
Display 300×600
Display 160×600
Display 970×250
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 wording from the creative (prominently visible).
Use wording that the target audience would understand.
Distinguish the wording from all included competitor creatives.
Add a clear description after the 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 to 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 Measure)
Familiarity
Use this if your ads list specific product benefits/features
Make sure the creative includes features and benefits related to the product/brand (e.g., large product inventory, 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 the 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 samples and reach 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 and 99 per cohort, optimization can proceed if the results have remained consistent for at least 3-4 days.
Wait for a cohort to yield significant results (a confidence level of 90% or higher is 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 platform.support@quantcast.com if you have any questions.