The Proven Potential of Brand Lift: Insights from Nielsen
The Proven Potential of Brand Lift: Insights from Nielsen
A recent study by Nielsen (1), a global leader in audience measurement and data analytics, has shed new light on what drives brand lift, offering invaluable insights that further underscore its importance.
Due to Nielsen renowned rigorous research and data-driven insights, here at Biznaga Media we decided to share their amazing findings. This article highlights the essential elements that drive brand lift and how marketers can harness these to enhance their campaigns.
Nielsen’s study (1) focused on understanding the elements that significantly contribute to brand lift. The research examined over 1,000 campaigns across various emerging media platforms, including podcasts, social media influencers, and branded content. These are the five critical attributes that move the needle for brand lift identified by the study in.
1. Brand Recall
Brand recall emerged as the most influential factor, accounting for nearly 40% of brand lift in emerging media. This finding emphasizes the importance of creating memorable content. If audiences do not remember the brand behind an advertisement, its impact is significantly diminished.
2. Enjoyability
The second most crucial factor is enjoyability. Audiences are more likely to engage with and remember content they find enjoyable. This attribute relates closely to the entertainment value of the advertisement. For instance, a humorous commercial or an engaging story can leave a lasting impression, thereby driving brand lift.
3. Captivating
Content that captivates the audience also plays a significant role in driving brand lift. This attribute is about holding the viewer’s attention through compelling narratives or visually striking elements. For example, an advertisement featuring an intense sports competition can captivate viewers and make the brand more memorable.
4. Relatability
Relatability focuses on the connection between the audience and the content’s presenter, such as a podcast host or social media influencer. When audiences feel a personal connection to the presenter, they are more likely to trust and remember the brand message. This element underscores the importance of choosing relatable and authentic influencers who can genuinely connect with their audience.
5. Non-Negative Content
Lastly, non-negative content is crucial for brand lift. While negative news or content might attract attention, it often leaves a negative impression of the brand. Advertisers should aim to create positive and uplifting content that fosters a favorable perception of the brand.
The findings from Nielsen’s study (1) underscore the essential nature of brand lift in modern marketing. As brands strive to connect with their audiences in meaningful ways, understanding and leveraging the drivers of brand lift can make a significant difference.
Biznaga Media invites you to explore our past content and see firsthand how we have successfully implemented these principles. For a deeper dive into how brand lift can transform your marketing efforts, contact us to schedule a demo!
(1) Nielsen Report: “5 brand building factors for emerging media” (https://www.nielsen.com/insights/2023/brand-building-factors-for-emerging-media/)
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