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.

If your objective is to maximize reach and build awareness through a Video Reach Campaign (VRC) to keep your brand top of mind, there are two key points to consider before running a Brand Lift study: first, lift results are not guaranteed since they depend on survey responses and differences in how people answer; second, lift is not suitable as an always-on metric because, over time, lift from the same media typically declines, which actually signals that the media is effectively doing its job.

• Lift results are guaranteed because the test will keep running until there are statistically significant results.
• Lift results aren’t guaranteed because they’re based on surveying people and recording the differences in response rates.
• Lift is a good always-on metric, because it’s a key health indicator for the campaign’s creative assets and it should increase steadily over time.
• Lift isn’t a good always-on metric because lift — over time for the same media — will decrease, which means the media is working.

Explanation:

The selected answer is correct. When setting up a Brand Lift study for a Video Reach Campaign, there are two important factors to consider.

First, lift results are not guaranteed. Brand Lift studies depend on survey feedback from a limited sample of users in both exposed and control groups. Because results are influenced by response behavior, campaign impact, and sample size, achieving statistically significant lift is not assured.

Second, lift is not suitable as an always-on metric. With continuous exposure to the same media, lift naturally declines over time. This decrease does not indicate poor performance; instead, it suggests that the audience has already absorbed the brand message. Therefore, Brand Lift is best used for evaluating specific campaigns rather than for ongoing, continuous measurement.Explanation:

The selected answer is correct. When setting up a Brand Lift study for a Video Reach Campaign, there are two important factors to consider.

First, lift results are not guaranteed. Brand Lift studies depend on survey feedback from a limited sample of users in both exposed and control groups. Because results are influenced by response behavior, campaign impact, and sample size, achieving statistically significant lift is not assured.

Second, lift is not suitable as an always-on metric. With continuous exposure to the same media, lift naturally declines over time. This decrease does not indicate poor performance; instead, it suggests that the audience has already absorbed the brand message. Therefore, Brand Lift is best used for evaluating specific campaigns rather than for ongoing, continuous measurement.