Brand Lift Measurement for Premium Video Advertising

This case study details the collaboration between a leading global media and entertainment company and DISQO, focusing on measuring brand lift from premium video advertising, particularly during live sports events. The objective was to validate the impact of the advertising investment on key performance metrics such as awareness, consideration, and purchase intent across various platforms. The study outlines how the media company measured effectiveness across TV, digital, and social environments, capturing shifts in audience awareness and favorability among exposed versus control groups. Results were analyzed to isolate the incremental impact of different tactics, revealing that cross-platform exposure yielded the strongest results. The findings indicate that TV drove top-funnel momentum while digital contributed to mid- and lower-funnel actions. High-frequency exposure was identified as a significant driver of performance, particularly among key audience segments, underscoring the effectiveness of premium sports environments in advertising.