What Is Brand Lift?
Brand lift refers to the measurable increase in brand awareness, perception, or intent that results from an advertising campaign. It helps advertisers understand how their ads influence users’ attitudes toward a brand — even if those users don’t immediately click or convert.
In native advertising, brand lift is especially important because campaigns often focus on storytelling, education, and long-term brand building rather than direct response alone.
Examples of Brand Lift
Brand Awareness Lift: Users exposed to a native article are more likely to recognize the brand afterward.
Ad Recall Lift: Viewers remember seeing the ad when asked later in a survey.
Purchase Intent Lift: Users exposed to a branded story are more likely to consider buying the product.
Brand Favorability Lift: Perception of the brand improves after engaging with the content.
Key Points about Brand Lift
Brand lift measures impact beyond clicks and conversions.
It is commonly measured through brand lift studies, surveys, or platform-based measurement tools.
Native advertising often performs strongly on brand lift due to its non-intrusive and content-driven format.
Brand lift is especially relevant for upper- and mid-funnel campaigns.
Brand Lift Best Practices
Use High-Quality Storytelling: Native ads that educate or inform tend to generate stronger brand recall.
Align Message with Audience Intent: Match content to the user’s mindset and content environment.
Run Lift Studies Regularly: Measure performance over time to understand long-term brand impact.
Optimize for Engagement, Not Just Clicks: Time on page and scroll depth often correlate with stronger brand lift.
Considerations
Not an Instant Metric: Brand lift typically appears over time, not immediately after launch.
Requires Sufficient Volume: Meaningful lift studies require enough impressions to be statistically reliable.
Platform Variations: Measurement methods differ between native networks, social platforms, and DSPs.
