The improvement of the Internet environment and the rapid increase in demand for smartphones are bringing about major changes in our lives. As digital marketing has become mainstream in business, many companies and marketers are increasingly using
internet advertising
to keep up with the times.
Of course, companies and marketers use advertising display opportunities to maximize the appeal of their businesses and services, but they also focus on
branding
aimed at increasing recognition by highlighting the way the brand looks and the quality of the company. You can now see companies and marketers pouring it in. This trend is a little different from the purpose of specializing in short-term advertising measures such as temporarily increasing sales or implementing sales promotions. They place emphasis on increasing brand value and brand awareness, and aim to improve branding through the display of advertisements, with the aim of achieving great effects in the long term.
So, what are the effects of branding for those who use advertisements, such as “To what extent is branding achieved by displaying advertisements?” or “How does it influence web users?” Measurement is something that we are very concerned about, and it is something that we want to understand thoroughly.
In order to measure the effectiveness of branding, wouldn’t it be possible to measure the effectiveness based on
rate and click-through rate set as advertising goals? There are many people who think so. However, it is impossible to calculate and measure cases such as “How much branding is achieved by displaying advertisements?” using conversion rate and click rate numbers.
So how can you measure branding through ad display?
As a way to solve such cases, there is an index for measuring effectiveness called “brand lift” that is attracting attention.
In this article, we will discuss what is brand lift? Starting with this part, we will introduce in detail the basic knowledge of brand lift and the effects it has on branding in advertising display.
What is branding advertising?
Before introducing Brand Lift, it is necessary to understand what branding advertising is, so I will briefly explain it.
Recently, many companies and marketers are increasingly using branding advertising to expand their businesses and services.
Branding advertising is used as a tool to differentiate your company’s business or services from other companies using various methods, and to communicate the value of your company’s unique business or services to web users through the display of advertisements. I am.
In the first place, branding refers to the process of creating awareness of all aspects of products and services, including brand value and brand image, when conveying to consumers the business and services provided by companies and marketers, and establishing a wide and favorable impression. means.
For example, by making the brand permeate the market, for example, “When I think of this product, I think of that brand even without looking at the name,” we are creating a natural process for the product we offer to lead to sales. .
Branding advertising is not simply used to increase the number of product purchases or inquiries, but rather to expand brand awareness by contributing to a favorable impression of the business or service provided. means an advertising method used for the purpose of enhancing branding.
What is brand lift?
Brand lift exists as an indicator to measure the effectiveness of branding advertising. Brand lift is an index used when distributing advertisements with an emphasis on branding for businesses and services provided by companies and marketers, and has been attracting attention in recent years.
It is possible to compare the percentage of user groups that were exposed to the distributed branding advertisements and those that were not exposed to it, and to understand what kind of effects appeared on that user group as a result of actually being exposed to the branding advertisements. You can.
The measurement content has the characteristic that it is possible to measure the extent to which purchase intent and brand awareness have increased due to advertising effectiveness.
As mentioned above, it is impossible to measure the effectiveness of branding ads based on conversion rates and click-through rates. However, using brand lift research has the advantage of being able to visualize effects such as purchase intent, awareness, ad recall, and favorability, which are usually difficult to measure.
Brand lift research method
By conducting a brand lift survey, we were able to visualize the effects of branding advertising, which had been considered difficult to measure, and were able to understand that a variety of effects can be measured. From here, we will explain how brand lift surveys are actually conducted.
Basically, brand lift research uses a survey method. When you imagine a survey, many people probably first think of paper surveys. The Brand Lift Survey is a research method that measures the effectiveness of advertising on the Internet, so it is not a paper survey, but please think of it as a digital survey. There are many nuances that are very similar to paper surveys.
Brand Lift has two types of survey methods: “In-Banner Survey” and “Lead Banner Survey.”
Inbanner survey
First, let me explain about in-banner surveys.
Have you ever come across a digital survey displayed on your screen while watching YouTube?
The display screen displays the title of the question in text, and the user is provided with several answer options. Users watching the video can click on the answer options provided, and a system is used to extract survey results based on the user’s click behavior.
It is possible to compare in real time the proportion of user groups who actually came into contact with branding ads and those who did not, and it is possible to measure the effectiveness of display ads.
In addition, during the process of displaying the survey, the survey is completed within the display ad without transitioning to another page, minimizing user withdrawal. For this reason, Inbanner Survey has a great feature of having a high survey response completion rate.
On the other hand, there are cases where the number of questions that can be asked is small and the actual survey display surface is small, making it easy for users to make click errors when selecting and clicking on an answer, resulting in low survey response accuracy. Therefore, care must be taken when using it.
lead banner survey
By using lead banner surveys, it is possible to measure the branding effects of display advertising. The survey method uses a questionnaire, similar to the Inbanner survey. As mentioned above, In-Banner Survey has a consistent feature of using a survey method and completing the process of answering the survey within the ad space.
On the other hand, lead banner surveys have a separate survey response page, so the decision to respond to the survey is determined by the decision of the web user. In fact, we have adopted a system in which when a web user clicks on the survey response banner, they are redirected to the response page and the survey is conducted.
In lead banner surveys, responses to the survey are based on the decisions of web users, so the accuracy of responses to the survey tends to be higher than in-banner surveys. It will be effective.
However, in the process of extracting survey results, it is necessary to encourage web users to make a decision whether to respond or not. Additionally, when a web user decides to answer a survey based on their will, it becomes necessary to have them click on the answer banner that is actually displayed. Although this guarantees the accuracy of responses to a certain extent, the process of responding to a survey requires a lot of man-hours from web users, so if you focus on the response completion rate, it will be low.
A platform where you can conduct brand lift research
The brand lift survey revealed that advertising effectiveness can be understood by using two types of questionnaire survey methods. However, even if you understand the survey method, some people may still have questions such as “Where should I conduct the survey?”
From here, we will introduce representative platforms that can actually conduct brand lift surveys.
Google brand effect measurement
By using the brand effectiveness measurement function provided by Google, you can measure changes in various indicators such as ad recall, brand awareness, and purchase intent for display ads and video ads. For actual measurement, bumper ads and in-stream ads can be used, and a brand lift survey survey will be displayed on YouTube before the video is played.
However, there are usage restrictions that require you to contact a Google account (sales) representative to start using brand effect measurement. Please note that you will not be able to use Google Brand Effect Measurement if you do not collaborate with a Google account representative.
Facebook
Like Google, Facebook uses survey methods to measure changes in indicators such as ad recall and brand awareness through brand lift research. However, keep in mind that brand lift research is not possible for all advertising campaigns you want to target, and it is only possible if the usage conditions are met.
LINE Ads Platform
Currently, LINE boasts a high usage rate in Japan, and LINE advertising, a service provided by LINE, also has a brand lift survey method called a brand lift survey. It is possible to conduct surveys using various indicators such as brand awareness and ad recall. A brand lift survey is conducted by a research company that collaborates based on the extracted information by comparing the proportion of user groups who were actually exposed to advertisements and those who were not exposed to advertisements.
summary
In this article, we will discuss what is brand lift? From this point on, we have introduced the basic knowledge of brand lift and the effects it has on branding in advertising display.
We found that indicators that are difficult to measure, such as purchase intent, awareness, ad recall, and favorability, can be visualized and measured by using brand lift research.
Currently, the demand for branding advertising is increasing, and brand lift research plays an important role in aiming to increase awareness of the businesses and services provided by companies and marketers from the crowded Internet business, and it is expected that it will continue to receive more attention in the future. Probably.
Get a solid understanding of the basics of brand lift and maximize the effectiveness of your branding advertising.