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Marketing | DWAO
Streamline lead management by integrating your CRM
By Vanshaj Sharma
Jul 16, 2025 | 5 Minutes | 
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Not every ad click tells the full story. Some of the most impactful campaigns don’t lead to instant purchases but leave a lasting impression. They shape how people feel about your brand, how well they remember it, and whether they’d consider it the next time they shop. But how do you measure that?
A brand lift study helps you do exactly that.
It’s a way to understand how your advertising influences perception. By comparing how people who saw your ad respond to brand-related questions versus those who didn’t, you get a clear picture of how your campaign moved the needle. This includes metrics like awareness, recall, favorability, and purchase intent.
If you’ve ever asked yourself, “Is this campaign actually building my brand?” a brand lift study gives you the answer.
Performance metrics like clicks and impressions are great for lower-funnel campaigns. But when your goal is to drive awareness or shift perception, these numbers don’t reveal much. They tell you how many people saw the ad, not how many remember your brand or trust it more because of it. That’s where brand lift becomes essential.
With marketing investments increasing across platforms, brand teams are under pressure to prove that their campaigns are effective. It’s not enough to launch a beautiful video or creative concept. You need to show how it impacted your audience and how it moved them closer to choosing your brand. A brand lift study gives you measurable proof.
People today are exposed to hundreds of ads every day. Attention spans are short, competition is fierce, and it’s getting harder to stand out. Even if you reach the right person, there’s no guarantee they’ll remember your brand. Brand lift studies help you understand what truly resonates so you can craft messages that break through the noise.
Traditional brand tracking can take months to show results. By then, the campaign is long over. Modern brand lift studies run alongside your campaigns and provide near real-time insights. That means you can optimize while your ads are still live instead of waiting until it’s too late.
Creative ideas are the heart of branding, but data sharpens the edge. A brand lift study doesn’t take away from the creative process. It strengthens it. When you know what messaging lifts awareness or which visuals drive recall, you’re not guessing anymore. You’re building on proven insights.
What did your audience think of your ad? Did it improve their opinion of your brand? Are they more likely to consider your product now?
Brand lift studies answer these questions. By comparing responses between those who saw the ad and those who didn’t, you get a precise view of the campaign’s impact. You’ll know which messages worked, which didn’t, and where you should focus next.
Not all audiences respond the same way. A brand lift study lets you break down performance by demographics, interests, geographies, and more. Maybe younger audiences resonated more with a certain visual. Maybe first-time customers responded better than repeat ones.
These insights help you refine who you target in future campaigns and how you speak to them.
When you can clearly see which creatives and platforms are delivering higher lift, it becomes easier to decide where to put your money. Instead of spreading your budget thin across channels or formats, you can double down on what’s delivering real brand impact.
It helps you make decisions based on evidence, not assumptions.
Some of your most valuable campaigns might not drive immediate purchases but plant the seed for future growth. Brand lift lets you measure those early shifts in perception and intent, which often lead to long-term loyalty.
It’s not about how many people clicked. It’s about how many people remembered you, liked you, and thought of you first when the time came to buy.
While performance marketing focuses on short-term results, brand marketing builds the foundation. But the two shouldn’t operate in silos. Brand lift studies help connect the dots.
If your campaign is lifting intent but conversions remain low, it may signal a gap in your purchase journey. If awareness is low but engagement is high, maybe your reach isn’t broad enough. These insights help bridge strategy across the funnel.
At DWAO, we work closely with brands to help them go beyond basic media metrics. We bring together strategy, analytics, and platform expertise to deliver brand lift studies that drive real value.
We’ve partnered with leading brands across industries to measure and improve their brand impact. Whether you're launching a new product or running a full-funnel campaign, our team can help you design and execute studies that bring clarity to your branding efforts.
Here’s how we make it easier for you:
Every brand has unique goals, and so should the study. We begin by understanding what you’re trying to achieve. Do you want to improve awareness, increase favorability, or shift perception? Based on your goals, we design a study with the right questions, sampling methods, and platforms.
We also make sure the methodology fits your campaign scale and audience mix.
We’ve executed brand lift studies across YouTube, Meta, Amazon DSP, DV360, and more. Each platform has its own methodology, and we understand the nuances.
We manage everything from setting up test-control splits to coordinating with publishers, ensuring the data you get is accurate, reliable, and actionable.
We don’t just deliver charts. Our analysts work closely with your team to translate numbers into insights. You’ll get a story that connects the data to your brand goals, with clear recommendations on what to change, what to amplify, and what to do next.
If you’re already tracking other KPIs like engagement or sales, we help integrate lift results into your existing dashboards for a fuller picture.
Brand lift studies are just the beginning. What matters most is what you do with the results. We help you use those insights to refine creatives, shift budgets, and improve targeting. Our focus is on long-term brand growth, not just campaign diagnostics.
Today’s marketers can’t rely on gut feeling or vanity metrics to gauge success. Brand impact needs to be measured, understood, and improved. That’s what a brand lift study offers — clarity on whether your campaigns are making the right impression.
At DWAO, we’re here to help you connect with your audience in more meaningful ways. If you want to understand how your campaigns are shaping perception, building trust, or driving intent, we’re ready to help.
Reach out to us to explore how a brand lift study can support your next campaign.
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