You have a goal of maximizing reach and increasing awareness. To do so, you're running a Video reach campaign (VRC) to keep your brand top of mind. Before implementing a Brand Lift study, which two considerations should you keep in mind? Select two answers.

A Brand Lift study is a powerful tool for measuring the real-world impact of your Video Reach campaign on audience perception, such as brand awareness and ad recall. Before launching one, it's important to understand how it works and what to expect.

Analysis of Correct Answers

The question asks for two considerations. The second correct answer is "Lift isn't a good always-on metric because lift — over time for the same media — will decrease, which means the media is working."

• Lift results aren't guaranteed: Brand Lift operates by surveying two groups: one that saw your ad (exposed) and one that didn't (control). The "lift" is the statistically significant difference in their responses. Because it relies on user surveys and statistical modeling, there's no guarantee that a campaign will produce a positive or statistically significant result.

• Lift isn't a good always-on metric: This is due to the principle of diminishing returns. An effective campaign will influence the most receptive audience members first. As awareness saturates, the incremental lift from showing the same ad to the same audience will naturally decline. This decrease is often a sign that the campaign has succeeded in its goal, not that it's failing. Therefore, it's best used to measure specific campaign flights or creative tests rather than as a continuous performance indicator.

Analysis of Incorrect Options

• The other options are incorrect because they present a flawed understanding of Brand Lift. Results are never guaranteed, as they depend on statistical outcomes.
• Furthermore, expecting lift to increase steadily over time is unrealistic; success often leads to saturation and a leveling-off or decline in the rate of lift.