Bringing a New Product to Life
To test the brand lift of the video series, we helped InfinityQS participate in a Google brand lift study. Brand lift indicates the difference in brand awareness between people who have been exposed to an advertisement and those who have not. It’s a great way to measure the success of a campaign. For this client, we measured lift for four animated video shorts that we produced and featured on the InfinityQS YouTube channel and website.
A typical lift in the B2B industry is around 8.5%--in other words, a brand is recognized by 8.5% more people when those people have been exposed to a brand advertisement. For a sample video in the InfinityQS campaign, overall brand lift was an impressive 13.8%--significantly higher than the industry standard and a resounding success, according to Google. A detailed breakdown showed that lift was highest in male viewers (14%), those in the 45-to-54-year age group (65.6%), mobile viewers (15.8%), and those who watched the video twice or more (39.2%).