Full-Funnel Strategies Drive Brand Lift

Amazon’s research shows that integrated ad campaigns using both display and video formats are significantly more effective. These strategies combine audience targeting with high-quality content to create a memorable experience that strengthens brand perception and drives business outcomes.

By using a full-funnel marketing approach, advertisers can engage audiences at every stage of the customer journey—from building awareness to influencing consideration and ultimately driving conversion. The study highlighted the following key benefits of full-funnel campaigns:

• Brand Awareness (Awareness): Significantly increases ad recall and recognition.

• Brand Favorability (Favorability): Improves consumer perception and brand attitude.

• Purchase Intent (Purchase): Drives stronger motivation to buy.

• Ad Engagement (Engagement): Enhances ad interaction rates and time spent.

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Emerging Brands Show Stronger Growth Potential

Emerging brands, which are still growing their presence, tend to see even more pronounced results from integrated video and display ad strategies. These newer brands benefit from storytelling formats that can effectively communicate brand values and product benefits, helping them break through the noise and capture audience attention.

Content and Creative Synergy: Key to Boosting Brand Awareness

To make a lasting impression, your message needs to be consistent across channels. By aligning your content strategy with ad formats, you can ensure a unified brand voice and create a more powerful emotional connection with your audience. Well-crafted content not only increases awareness but also fosters trust and affinity—both of which are critical to long-term brand success.

Leverage Brand Lift Studies to Continuously Improve

To gauge the real impact of advertising on brand perception, marketers often rely on Brand Lift Studies. These studies measure how ads influence consumer attitudes—such as awareness, favorability, and intent—providing clear insights into what’s working and what can be improved.

Armed with these findings, advertisers can fine-tune creative messaging, optimize ad placements, and refine targeting strategies to maximize effectiveness. Continuous testing and measurement ensure that campaigns stay relevant and resonate with audiences over time.

What Is Brand Lift?

Brand Lift refers to the measurable improvement in how consumers perceive and engage with your brand after being exposed to your ads. It captures the change in metrics like awareness, consideration, favorability, and purchase intent.

Brand Lift studies typically divide audiences into two groups—those exposed to your ads and a control group that wasn’t. By comparing the responses between these two groups, you can understand exactly how much your ads are moving the needle. This allows marketers to make data-driven decisions and prove the value of their ad spend.

How to Measure Brand Lift

Once you understand the value of Brand Lift, the next step is learning how to measure it. Here are three key ways marketers evaluate brand impact:

• Pre/Post Surveys: Compare audience awareness and perception before and after the campaign. This method is straightforward and widely used, offering insights into how opinions shift as a result of your ads.

• Incremental Metrics: Focus on metrics like incremental reach, engagement, or conversions to understand how much lift your campaign is driving beyond baseline performance.

• Third-Party Research Tools: Leverage independent research platforms or tools to get objective, standardized metrics for benchmarking across campaigns.