EXTE has launched an innovative post-campaign tool designed to help brands more effectively understand how their ads are perceived, remembered, and valued by audiences. In an ever-evolving digital environment that is increasingly saturated with advertisements, it is essential for brands to know the true impact of their advertising campaigns, moving beyond traditional metrics like clicks or impressions, which are no longer sufficient.
The Brand Lift study has become a crucial tool for evaluating the real impact of a campaign on public perception. This methodology allows brands to go beyond immediate numbers and delve into how advertising messages evoke emotions, generate affinity, and stimulate purchase intent. With this information, companies can adjust and optimize their marketing strategies for future campaigns.
One of the distinctive features of Brand Lift studies is their focus on personalization. Unlike standardized surveys that apply general questionnaires, EXTE designs each study uniquely, adapting the questions and analysis to the specific objectives of each campaign. This flexibility allows for the measurement of key variables such as brand recognition, ad recall, and purchase intent, while also gaining qualitative insights into how the message was received and what emotions it provoked.
The statistical methodology used involves comparing responses from groups that were exposed to the campaign with those who did not see it, thereby isolating the true effect of the advertising. This rigorous approach provides highly representative results, and the turnaround time is notably swift: conclusions are usually available within 10 to 14 days after the campaign ends.
Beyond measuring immediate performance, Brand Lift offers invaluable insights into the long-term impact of campaigns on brand positioning, reputation, and audience loyalty. In an increasingly complex digital environment, understanding how each advertising interaction affects brand image is essential for making informed decisions.
Álvaro Pastor, CMO of EXTE, emphasizes the current need for brands to seek not just visibility, but also concrete data. According to Pastor, Brand Lift studies provide real insights into how users perceive and remember a brand. Additionally, he highlights that this tool not only facilitates a better understanding of the advertising landscape but also allows for the optimization of advertising investments based on reliable data.
In an ecosystem where consumer attention is volatile and trust is built on nuances, tools like Brand Lift offer brands an opportunity to move away from assumptions and truly understand their audience. Only with accurate information about what consumers feel, remember, and value can decisions be made that create lasting impact.
Referrer: MiMub in Spanish
