What is Brand lift?

Brand lift is the measurable increase in consumer awareness, perception, favorability, or purchase intent that results from an advertising campaign. It goes beyond direct-response metrics like clicks and conversions to measure how advertising changes what people think and feel about a brand. Brand lift studies typically compare a control group (unexposed) to an exposed group across metrics like ad recall, brand awareness, message association, favorability, and purchase intent. Consistent, high-quality visual content is a key driver of brand lift because it shapes perception across every touchpoint.