Measurement and evidence
What is brand lift?
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what it means here
Here is what the term means for a UK buyer
The definition above holds anywhere. Buying media in the UK adds the detail below, including where AdBuyMCP does something different.
Brand lift is the natural measure for awareness: it asks exposed and unexposed people whether they know the company and what they think of it. AdBuyMCP's tools to scope, quote and launch a Cint study are built, and no Cint contract is signed, so no live study has been commissioned and none is part of an awareness plan today. Until a campaign has a study recorded, its brand lift shows as not commissioned.
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related terms
These terms sit next to this one
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Incrementality
The share of an outcome that happened because of the advertising, measured against what would have happened anyway. It is measured by comparing an exposed group with a comparable unexposed one, which counting the conversions that followed an advert cannot do.
Attribution
Assigning credit for an outcome to the advertising touchpoints that preceded it, according to a rule the advertiser chose. It describes correlation in a conversion path, and it cannot show on its own that the advertising caused anything.
Frequency
The average number of times the people in an audience see an advert in a period, usually a week or a whole campaign. It is impressions divided by the people reached, so it describes the audience on average and says nothing certain about any one person.
Evidence provenance
A label attached to a number recording how it was produced, so anyone reading the number can see how strong the evidence behind it is. The number may be reported by the seller, observed on your own property, estimated by a model, or established by a powered experiment.
same group
These terms are also in Measurement and evidence
What you can prove afterwards, and how to tell a number that means something from one that does not.