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How do you measure the brand lift? I ask because my company, Survata, runs brand lift studies for display ad buys of the size it sounds like your company would
by the_watcher 10y ago
How do you measure the brand lift? I ask because my company, Survata, runs brand lift studies for display ad buys of the size it sounds like your company would be running using retargeted surveys, but as there is no place to self serve dropping a view tag on Facebook unless it's from a whitelisted provider (which we'd like to become, but haven't been able to find the right contact at Facebook yet), so we can't run similar studies on Facebook ads at the time of this writing. Interested in how you're measuring brand lift from these ads, outside of reach metrics.
Agreed on your point. The total dollars spent by brand advertisers simply dwarfs direct response ads, and the industry standards for "success" often seem useless to direct response advertisers. Remember, these are brands who had been buying magazine and TV ads prior to the internet, so any quantifiable numbers is a major step forward for the industry.
- lxchase 10y agoGetting white-listed for view tags on FB usually requires a FB rep (certain spend and other variables). Curious, why does Survata run brand lift studies vs optimizing for lower cost per leads/sales? Since this is a digital business, I would imagine the data is there to measure this?
- the_watcher 10y agoSorry, I should have been clear. We don't run brand lift studies on Facebook. We run direct response and lead generation ads and optimize for conversions. We run brand lift studies for clients who spend millions on display advertising. As these advertisers run these ads to raise brand awareness, they're similar to an advertiser running Facebook ads to spread awareness in terms of goals. And thanks, I knew about that, but without any kind of information about the spend level required to get a Facebook rep, it's hard to justify increasing spend for the purpose of getting our view tags whitelisted.
- lxchase 10y agoAh apologies, I misread! Good luck, hopefully this article cracked the wall a bit at Facebook and you can get your tags whitelisted. I'm not sure spend would be a factor anymore- I would imagine they would want to see enough advertiser requests for your tags, where they will feel justified to dedicate engineers to vet your tags.
- sfifs 10y agoThanks I'll look up your firm. We typically these days prefer market mix models and the like for building definite guidelines on absolute money allocation. We do run lift studies for operational comparisons and optimizations, but find these techniques unreliable and generally overestimates for any absolute conclusions. We do technically evaluate most new techniques that come to market.