Marketers pour millions into ads—but what’s really working? Which channel drives results? Which ad moves the needle and gets your brand into the consideration set?
The answer? Brand lift—the metric that reveals how ads shape awareness, perception, and intent.
For years, brand lift studies were the domain of agencies and third-party vendors. Agencies handled the surveys, the analysis, and the dashboards. Brands often waited weeks for results—long after the campaign ended. But that model is changing. More and more brands are saying, “We’ll take it from here.”
So why the shift? Let’s dig in.
What Is Brand Lift, Anyway?
Brand lift measures how advertising changes consumer perception and intent. Did your campaign make people more aware of your brand? Do they feel more positive about it? Are they more likely to buy?
These insights are gold for marketers. They tell you not just what happened, but why—and that’s the difference between guessing and knowing.
Why Brands Are Bringing Brand Lift In-House
Control & Transparency
When you own the process, you own the data. Brands want visibility into how studies are run and the ability to customize metrics to match their KPIs. No more one-size-fits-all reports.
Speed & Agility
Campaigns move fast. Waiting weeks for results? That’s like checking the weather after the storm has passed. In-house tools give brands near-real-time insights so they can adjust mid-flight.
Cost Efficiency
Agencies and vendors add value—but they also add cost. Bringing brand lift in-house reduces long-term expenses and delivers better ROI.
Integration with First-Party Data
Privacy regulations and the rise of first-party data strategies make integration essential. In-house measurement lets brands combine survey results with CRM and sales data for richer insights.
Impartial Measurement
Here’s a big one: when agencies run a campaign and also measure its success, incentives exist for them to conclude the campaign was a resounding success. It’s like grading your own homework. By bringing brand lift in-house, brands remove those incentives and ensure unbiased, transparent measurement.
The Challenges
Of course, it’s not all smooth sailing. Brands need skilled analysts, robust sampling, and the right tech stack. There’s an upfront investment in tools and training. But for many, the payoff is worth it.
Best Practices for Making the Move
- Start small with a pilot program.
- Invest in training and technology.
- Keep agencies in the loop for benchmarking.
- Partner with trusted data providers to ensure accuracy.
The Bottom Line
Bringing brand lift in-house isn’t just a trend—it’s a strategic move. It gives brands control, speed, impartiality, and the ability to connect insights directly to business outcomes. In a world where agility wins, owning your measurement is a competitive advantage.