Brand Deals, Sponsorship & Business
Brand lift
Also called: brand lift study, brand awareness lift
Brand lift measurement works by splitting the audience: some people see the ad, some do not, and both groups get asked the same question afterwards. The difference between the two answers is the lift. Google Ads runs this for YouTube campaigns using its own survey panel.
It exists because clicks are a poor proxy for what a brand campaign is buying. A viewer who watches a 30-second spot and remembers the product a week later never clicked anything.