Brand Lift
Measure how advertising shapes brand awareness, favorability, consideration, intent, and more, by connecting ad exposure to changes in consumer attitudes.
The reality of brand measurement today
Understand your audience
DISQO’s Brand Lift reveals which audiences are most responsive to your campaign. We quantify lift on KPIs like awareness, favorability, consideration, intent, and more within each segment, making it clear which exposed groups are being influenced.
- Pinpoint which audiences resonate with a campaign and which do not
- Break down results by demographics, such as age, household income, and geography, to uncover new strategic audiences
- Optimize your media spend toward the highest-value audiences with more confidence
Whether you’re targeting new customers or trying to reach your core audience, DISQO pinpoints which segments are driving lift to help you reach your brand objectives and KPIs more effectively.
Measure and optimize channels and partners
Reporting at the channel level only shows part of the picture. With DISQO, you can go deeper, quantifying the impact of each media platform and partner within your campaign.
- Isolate the performance of your more effective media partners and channels to understand how each contributes to lift in key brand KPIs
- Deterministically measure ad exposure across social media platforms like Meta, Pinterest, TikTok, and others
- Move beyond modeled and siloed data with evidence you can trust.
Whether your strategy includes social platforms, connected TV (CTV), or premium publishers, DISQO enables you to evaluate ad effectiveness across your entire media plan and identify what works, rather than looking at channels or partners in isolation.
Optimize creative impact, in-flight
See how your creative impacts KPIs from awareness to purchase intent. Understand the signals that shape consumer perception and ensure your decisions are guided by evidence, not guesswork.
- Identify and validate which creatives are driving impact and which aren’t
- Measure and optimize at the creative level before your campaign ends
- Turn every exposure into an opportunity to strengthen brand equity
From logo clarity to slogan and tagline recall, DISQO helps you maximize your media dollars by revealing what consumers truly take away from your creative.
Sophisticated measurement allows you to cut by the following dimensions
Audience
Channel
Media partners
Creative
Placement
Frequency
In their own words
With DISQO, we can see how different creatives perform with different audiences, and understand how ad exposure influences various outcomes across the funnel, helping us move the needle on awareness and consideration in measurable ways.
Richard Haymore
Director of Campaign Effectiveness
Who
we
help
Brands
Brand Lift normative benchmarks
Every ad campaign is an investment; understand your brand performance against category competitors to understand where you over- or under-delivering.
These benchmarks are displayed by metric and represent the median incremental point increase within each value observed for exposed (versus control) consumers across all DISQO-measured cross-platform campaigns.
Brand Lift frequently asked questions
What is a Brand Lift study?
A Brand Lift study measures how advertising influences consumer perceptions. It quantifies changes in awareness, familiarity, favorability, consideration, and intent by comparing people exposed to ads with those who were not.
What are the KPI’s included in a Brand lift study?
Unaided Awareness: The brand is recalled without any prompts when people are asked to name brands in the category.
Aided Awareness: The brand is recognized after being shown in a list with other category brands.
Ad Awareness: People remember seeing or hearing advertising for the brand within a recent time frame.
Tagline Association: The brand is correctly linked to a specific slogan or campaign message.
Brand Familiarity: People indicate they know the brand based on prior exposure, experience, or general awareness.
Brand Attributes: Measures how people associate specific qualities or characteristics with a brand.
Brand Favorability: Represents the percentage of people who report a positive opinion of the brand.
Consideration: Measures how many people say they would consider the brand when deciding what to buy in the category.
Purchase Intent: Reflects how likely someone is to choose the brand the next time they shop within the category.
How does DISQO measure Brand Lift?
We isolate exposed and unexposed groups and survey both. Comparing their responses reveals the true incremental effect of advertising on brand attitudes.
What makes DISQO’s Brand Lift different?
Our measurement is person-level and built on direct relationships with opted-in consumers. This ensures results are deterministic, independent, and more reliable than modeled or platform-reported data.
Why is Brand Lift important?
Brand Lift goes beyond impressions and clicks to show whether advertising is moving the needle on brand strength. It provides clarity on whether campaigns are building long-term value.
Can Brand Lift results be segmented?
Yes. Results can be broken down by demographics such as age, income, or geography to identify which audiences are most responsive to advertising.
Can DISQO measure Brand Lift across social platforms?
Yes. DISQO measures brand lift across social platforms.
Does DISQO provide benchmarks for Brand Lift?
Yes. Normative benchmarks help you understand how campaigns perform compared to industry averages, showing where you are exceeding or lagging expectations.
How does Brand Lift inform creative strategy?
It reveals which creative elements—such as messaging, taglines, or logos—are most effective in shaping consumer perceptions, helping optimize campaigns in real time.
How quickly are results available?
Insights are delivered through dashboards in near real time, enabling faster decision-making and in-flight optimization.
Industry insights
- Case Study
Learn how DISQO’s Brand Lift can prove the impact of high-attention media strategies with clarity.
- Article
Move beyond clicks and impressions—discover how brand lift studies reveal the real story behind campaign performance
Measuring the success of an advertising campaign goes beyond clicks and impressions. Marketers, ad agencies, and brand managers need deeper insights into how consumers perceive their brand and how advertising influences awareness, consideration, and behavior. This is where a brand lift study becomes essential.
- Article
Measure your ad effectiveness with confidence and clarity.
Ad campaigns are the lifeblood of modern branding efforts. They span multiple platforms, appeal to diverse audiences, and bring innovative concepts to life. But how do you know if your campaigns are delivering true value? Impressions and clicks don’t tell the whole story. What matters is whether your advertisements are changing how people view your brand—this is where incremental brand lift measurement comes in.
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Merging culture and data to unlock consumer loyalty.
As brands prepare to tackle the complexities of 2025, one thing is clear—authentic connections with diverse audiences are no longer optional; they’re essential. Today, consumer loyalty is harder to earn and easier to lose. Advertisers must go beyond surface-level insights to build meaningful relationships that capture the hearts and minds of their audiences. This requires a shift toward inclusivity, cultural insight, and integrating data-driven strategies.