Savvy marketers use “brand lift” to measure advertising resonance beyond just reach metrics, and rightfully so. Brand lift measures the percentage increase in the primary marketing objective (e.g., awareness, favorability and purchase intent) that a brand advertising campaign drives. It’s a pretty significant metric. In fact, 73% of marketers consider brand lift the most appropriate metric for measuring brand advertising resonance.
Source: Reaching the Desired Audience Doesn’t Always Mean the Digital Campaign Will Resonate