{"id":4270040,"date":"2019-03-18T08:25:07","date_gmt":"2019-03-18T06:25:07","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/youtubes-brand-lift-study-2-0-a-step-forward-for-performance-branding\/"},"modified":"2025-12-08T13:44:40","modified_gmt":"2025-12-08T11:44:40","slug":"youtubes-brand-lift-study-2-0-a-step-forward-for-performance-branding","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/youtubes-brand-lift-study-2-0-a-step-forward-for-performance-branding\/","title":{"rendered":"YouTube’s brand lift study 2.0: A step forward for performance branding"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tYouTube’s brand lift study 2.0: A step forward for performance branding\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
\n\t\t\t\n\t\n\t
\n\t\tStephanie Bissonnette\t\t
\n\t\t \n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t18 March 2019\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t
\n\t\t\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t\tYouTube is ever-evolving into a more effective channel for direct response advertising. With features like TrueView for Action, Custom Intent, and the upcoming Lead Ads, there\u2019s no denying the viability of YouTube as a DR channel for many brands.

That said, YouTube has been and will continue to be a great way to reach relevant audiences at scale to drive brand awareness. Brand Lift Studies from Google are a great way to measure the often-elusive impact of brand advertising on YouTube. BL 1.0, as we\u2019ll refer to it moving forward, has a new sibling: BL 2.0, which offers a slightly different solution to the same measurement conundrum. While I\u2019ll argue that 2.0 is the superior product for most performance advertisers, some features are not available with BL 2.0. \t<\/p><\/div><\/div>\n\n
\n\t\tBL 2.0 provides two new, valuable metrics: lifted users and cost per lifted users. Lifted users are calculated as (unique reach*absolute lift) to estimate the number of users you lifted with your ads, with cost per lifted user based on this metric. While this number is extrapolated from your surveyed group, it is instrumental in understanding the effectiveness of various segments within your campaigns. One other essential aspect of BL 2.0 is spend minimums. While BLS 2.0 is touted as having more flexible minimums than the original Brand Lift Study product, advertisers must carefully set up their campaigns and studies. The minimum spend in the US is $5k in the first seven days – which needs to be allotted for every comparison point to reap the full benefits of BL 2.0. If you want to dig down to the campaign level, each campaign must spend the minimum. If you want to see differences at the age group level, each age group needs to hit the minimum. You can spread the minimum spend across campaigns, ad groups, etc., to see aggregate results for the whole study, but this removes the ability to compare them side by side.

Whether to use BL 1.0 or BL 2.0 will depend on what you want to get out of your campaign(s). A couple of scenarios:\t<\/p><\/div><\/div>\n\n