You are planning on running a brand lift study for your client, what are some of the metrics you can measure through the study? Choose only ONE best answer.
A . Percentage point lift, message association, and cost per click.
B . Percentage point lift, message association, favorability, and cost per click.
C . Percentage point lift, cost per estimated incremental person who remembers your ads, and estimated incremental number of people who remember the ad.
D . Cost per click, cost per mile, percentage point lift, and video views.
Answer: C
Explanation:
All brand lift studies will receive the following metrics by comparing the test (exposed) versus control groups:
✑ Estimated # of persons – is the estimated incremental number of people who remembered seeing your ad.
✑ Cost per incremental person – people who remembered seeing your ad (based on your budget).
✑ Percentage point lift – which is the difference in the percent of people who recall seeing your ad in the exposed group versus those in the control group.
All of these metrics will also be available for message association, favorability, and purchase intent.
Below is an example:
