Know what your advertising changed, not just what it reached.
Advertising effectiveness research measures your brand before and after a campaign, and tests the creative itself: whether people noticed it, whether they credited it to you, whether it landed the message, and whether it made them more likely to consider you.
Creative diagnostics against benchmark
The brand film works hardest. The service ad is liked, but too often credited to a competitor.
TV 30sBrand film
Social 15sService proof
Online video 15sOffer
Recognition
Correct brand attribution
Likeability
Relevance
Consideration after viewing
Index against benchmark, 100 = average ad; 105 and above up, below 95 gap
Key takeout. The social ad scores well on likeability but sits below benchmark on correct brand attribution. Add an earlier, clearer brand cue before the next flight rather than replacing the creative.
Example report view · brand names and figures illustrative
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What it answers
The questions it answers.
Did the campaign move awareness and consideration?
Which ads are working, and why?
Are people crediting our ads to us, or to a competitor?
Is the creative wearing out?
What we measure
What we measure.
Before and after
Your competitive funnel and the associations the campaign was meant to build, measured before and after it runs.
Recognition and attribution
Whether people saw the ad and, just as important, whether they correctly credited it to your brand.
Creative diagnostics against benchmark
Likeability, interest, relevance, comprehension and wear-out, scored against benchmarks so you know what good looks like.
Message takeout and consideration
What people took from the ad in their own words, and whether it made them more likely to consider you.
Also available: pack and message testing before anything is produced, on its own or inside a tracking wave.
What you receive
A verdict and a plan, not a data dump.
A written report and a live debrief: an executive summary that names what is holding growth back, a key takeout on every chart, and numbered priorities for the next twelve months.
Before and after the campaign
The campaign lifted advertising awareness and consideration. The value message did not land.
Prompted awareness
44% → 49%
+5 pts
Advertising awareness
18% → 29%
+11 pts
Consideration
22% → 26%
+4 pts
Associated with ‘expert advice’
31% → 38%
+7 pts
Associated with ‘good value’
27% → 28%
+1 pt, not significant
Key takeout. Reach and the expertise message worked. Value did not move, so either the message or the media needs to change before the next burst.
Example report view · brand names and figures illustrative
Creative diagnostics against benchmark
The brand film works hardest. The service ad is liked, but too often credited to a competitor.
TV 30sBrand film
Social 15sService proof
Online video 15sOffer
Recognition
Correct brand attribution
Likeability
Relevance
Consideration after viewing
Index against benchmark, 100 = average ad; 105 and above up, below 95 gap
Key takeout. The social ad scores well on likeability but sits below benchmark on correct brand attribution. Add an earlier, clearer brand cue before the next flight rather than replacing the creative.
Example report view · brand names and figures illustrative
Brand funnel against competitors
Your brand turns more of the people who know it into considerers than anyone else.
Unprompted
Prompted
Consider
Prefer
Prompted to consider
Your brand
59%
Competitor A
51%
Competitor B
45%
Competitor C
36%
Competitor D
35%
Key takeout. Your brand converts 59% of those who know it into considerers, the highest in the set, but fewer than half as many buyers name it unprompted as name Competitor A.
Example report view · brand names and figures illustrative
Recommendations
Four priorities for the next twelve months.
- 1MediaShift weight from persuasion to reachAwareness, not appeal, is the constraint. Hold message, widen reach in the two regions where unprompted awareness trails.
- 2CreativeLead with proof of value and easeBoth sit in the priority gap. Brief the next campaign to prove them, not to restate reliability.
- 3SearchBe findable at the shortlist momentBuyers who search before shortlisting are your best converters. Match paid and organic to their questions.
- 4MeasurementRe-read in twelve monthsWave two tests whether the reach shift moved unprompted awareness, against the same competitor set.
Key takeout. Every priority traces back to a finding in this report, and wave two will show whether each one worked.
Example report view · brand names and figures illustrative
Example report views. Brand names and figures are illustrative. Client results are never published.
When it fits
When it makes sense.
Before a campaign launches
Test the creative while there is still time to fix it.
Around a major burst
Measure the brand before and after to see what the money changed.
Inside your tracker
Add creative diagnostics to a tracking wave instead of commissioning a separate study.
When the creative has run a while
Check for wear-out before you renew the media plan.
Ways to run it
Pre and post campaign
Two measures of the brand, either side of the campaign.
Creative testing
Diagnostics on finished or near-finished ads, against benchmark.
Built into tracking
Ad testing added to a tracking wave.
Works best alongside tracking.
Add creative and campaign measures to a tracking wave and you see the campaign’s effect against a trended, competitive baseline, without commissioning a separate study.
“Highly recommend Brand Health as a brand research partner. We did a quantitative project with Tom and had an excellent experience start to finish. Great communication, guiding us through the process, and the results report provided exactly what we were after.”
Lara VandersluisHead of Marketing, Logicalis AustraliaHow it works
How we work.
- 01
Brief
A free consultation about the decisions you need to make and what you already know.
- 02
Design
Questionnaire, sample and competitor set, built around your category and your decision.
- 03
Field
An accredited online panel of your real buyers, with your own customer lists added where they help.
- 04
Report
A written report with an executive summary, a key takeout on every chart and numbered priorities.
- 05
Debrief
Presented live to you and your stakeholders by the researcher who designed the study.
Questions
Common questions.
What is a brand lift study?
It measures how a campaign changes awareness, consideration and the associations it was meant to build, by comparing the brand before and after, or exposed against unexposed buyers.
Can you test ads before they run?
Yes. Finished or near-finished ads can be tested against benchmark, so you can fix weak branding or messaging before the media is bought.
Which channels can you test?
TV, online video, social, digital display, outdoor, print and packaging. If buyers can be shown it in a survey, it can be tested.
What does it cost?
Campaign measurement is priced on the sample and audience for each wave, and planning the before and after reads together costs less than two separate studies. Creative testing can also be added to a tracking wave. The pricing page explains what moves the price, and if you tell us roughly where your budget sits we’ll scope the campaign read to fit.
Make smarter brand decisions
Find out what’s holding your brand back.
Book a free consultation with a senior researcher. We’ll talk through the decisions you need to make this year and how research could inform them.