Agency Group M Ukraine
Industry FMCG
Geography Ukraine
Tools Display & Video 360
Main
Objective

Objective

Brand Lift is one of the ways to measure the effectiveness of display advertising in the new cookie-free era, which allows you to assess how well users who have seen the ad know the brand. Therefore, the client’s agency was given the following tasks:

  1. Testing the capabilities of Brand Lift.
  2. Planning further advertising campaigns based on this data.

Solution

The agency launched 9 Brand Lift campaigns using Display & Video 360, which offers various buying methods, advanced optimization algorithms, and targeting for maximum campaign efficiency.

Based on the audit results, the advertiser was provided with the following recommendations:

  1. The Admixer Advertising team should analyze obtained results and create a guide.
  2. Create a report template based on one of the statistically significant Brand Lift studies (YouTube, Bumper, TrueView, and In-Stream formats). The report should include methodology, results, and recommendations for future tests and media plans.
Решение

Results

As a result of our collaboration, we achieved the following:

  1. During the campaign analysis, we uncovered many insights, one showing that CTV drove an Absolute lift 2.5 times higher than the campaign’s average result.
  2. A template was developed to present the Brand Lift campaign results to the client.
  3. A guide with general recommendations for analyzing Brand Lift Studies was compiled. Some key points include:
      • It is recommended to create a comprehensive internal framework for conducting Brand Lift Studies.
      • Emphasis should be placed on the quality of creatives, as it significantly impacts the outcome.

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