Brand lift is the evaluation of how an advertising campaign influences essential brand metrics and consumer behavior. It involves measuring changes in consumer perception, awareness, attitudes, and actions resulting from exposure to a specific advertising message or campaign.

When advertisers launch an ad campaign, their goals often include increasing brand awareness, enhancing brand favorability, driving purchase intent, or improving brand recall. Advertisers conduct brand lift studies to assess the campaign’s success in achieving these objectives and to what extent they accomplished them.

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