Brandfacts

Overview

Brandfacts is a simple yet powerful tool offered by DPG Media to measure the impact of digital campaigns. By using a single survey question, Brandfacts calculates brand lift across four key metrics: awareness, consideration, preference, and action intent (these four key metrics always are in English, do not translate them to other languages). Brandfacts results provide advertisers with valuable insights into how Ad Manager campaigns impact audience perception, using advanced regression analysis designed by the trusted third-party provider Brandmetrics.

Key elements:

• Brand Lift: Reflects the total improvement in brand metrics during the campaign, expressed in percentage points above the original brand standing.

• Brand Standing: Represents the initial perception of the brand before exposure to the campaign, calculated using statistical modeling based on ad exposure frequency (instead of requiring a separate control group).

Brandfacts helps advertisers measure the true effectiveness of their campaigns by providing insights into awareness, consideration, preference, and action intent.

Before Campaign Setup

1. Budget Thresholds

   • To successfully complete a Brandfacts study, you need a minimum number of respondents. With small budgets, there's a greater chance you won't reach enough respondents. For this reason, there is a minimum budget of €10,000. 

   • If your campaign meets the minimum budget requirements, Brandfacts is automatically included.

2. Setting Up Brandfacts

   • If the entered budget is above the minimum, Brandfacts is enabled and you are prompted to enter a Brand or Product name.

   • Entering your Brand/Product Name:

     • Entering a Brand or Product name is required before saving the campaign. This name will appear in survey questions shown to visitors of the DPG Media network.

     • Important: Once saved, you cannot change the brand or product name directly. If changes are required, you must contact DPG Media support for assistance.

3. Survey Validation

   • The brand or product name you enter will be reviewed by DPG Media before the survey begins. Adjustments may be made to ensure the survey is grammatically and factually correct and aligned with the submitted brand or product name.

4. Opting Out or Changing the Study

   • Brandfacts cannot be disabled or removed directly from the platform. If you don’t wish to run a Brandfacts study, or if a change to the brand/product name is necessary, contact the support team.

During the Campaign

1. Study Duration

   • The Brandfacts measurement runs for the duration of the campaign flights.

   • If there are multiple flights, the study starts with the first flight’s start date and ends on the last flight’s end date.

   • If during the campaign flights are changed or new flights are added, the Brandfacts measurement will be adjusted accordingly

   • If new flights are added after the Brandfacts measurement had finished, it will no longer affect the Brandfacts measurement

2. Campaign Notifications (Grid):

   • You will see the Brandfacts status in the campaign grid under the Brandfacts column:

     • Upcoming: The Brandfacts study will start once the campaign begins.

     • Collecting: Data is being collected for the study, the survey is active. After the campaign has finished, it can still take up to seven days before Brandfacts finishes collecting the results.

3. Restrictions on Ad Assignments

   • An ad that is assigned to an ad group of a campaign that is running a Brandfacts measurement, can not be assigned to an ad group in another campaign with an active Brandfacts measurement. In other words, it is not possible to assign ads to ad groups in multiple Brandfacts campaigns due to measurement integrity.

4. How Visitors are Surveyed

   • Brandfacts surveys are shown only to a selection of visitors exposed to the campaign. Not everyone exposed to the campaign will see the survey.

   • The likelihood of seeing the survey increases with the frequency of exposure to the campaign. For instance, the more often a visitor sees the ad, the higher the likelihood of receiving the survey.

   • Regression analysis establishes the relationship between contact frequency (exposure) and the audience’s responses to survey questions.

After the Campaign

1. Viewing Results:

   • Once completed, the campaign’s Brandfacts results are displayed in the Brandfacts column of the campaign grid.

   • The column shows the total brand lift percentage achieved during the campaign.

2. Detailed Metrics:

   • Hovering over the brand lift percentage in the column reveals detailed results for: awareness, consideration, preference, and action intent.

   • The pop-up includes the number of respondents, measurement timeframe, and general information on Brandfacts.

   • For more detailed insights, including comparisons of your brand lift study to the industry and network benchmark, please contact our support team.

3. Incomplete Studies:

   • If the study doesn't collect enough responses to complete, the column will show ´Incomplete´.

   • A minimum of 250 respondents is needed for completion 

   • If the study is incomplete, you’ll be prompted to extend the campaign to reach sufficient respondents.

4. Extending Campaigns Post-Completion:

   • You can still extend or add new flights and ad groups once the campaign ends, but these will not be included in the finished Brandfacts study.

5. Ad Group Marking:

   • Ad groups that participated in the Brandfacts study are visually marked with a Brandfacts icon next to their names.

Brandfacts explained in short

1. Survey Insights:

   • Brandfacts surveys ask visitors if they recognize, favor, consider, or intend to purchase the brand, correlating their answers with exposure frequency. Metrics are calculated using regression analysis, without requiring a separate “control group.”

2. Survey Question:

   • A single multiple-choice question, presented as a display banner

3. Brand Lift Calculation:

   • Brand lift is calculated by summing up changes across all four funnel metrics (e.g., a 2% lift in Awareness, Preference, Consideration, and Action Intent results in a 8% total lift).

FAQ

Q: Can I change the brand or product name after saving the campaign?

A: No, the brand or product name cannot be changed directly once saved. If alterations are needed, you can contact DPG Media support for assistance.

Q: Can I run multiple Brandfacts studies for one campaign?

A: No, a Brandfacts study, once completed, is considered final and cannot be extended or restarted for the same campaign. To initiate a new Brandfacts study, a new campaign must be created. 

Q: What happens if the study is incomplete?

A: The campaign grid reflects the Brandfacts status as incomplete. You can extend the campaign to reach the minimum number of respondents for completion.

Q: How does Brandfacts differ from traditional ad metrics?

A: Brandfacts goes beyond impressions and clicks by measuring brand lift, providing insights into the campaign’s impact on awareness, consideration, preference, and action intent.

Q: What is brand lift?

A: Brand lift is a simple study that measures the impact of advertising campaigns on perceptions of the advertised brand. Since not every digital campaign leads to a click, brand lift is an important tool to measure the effect that campaigns have on upper and mid funnel metrics.

Q: How are Brandfacts metrics calculated?

A: Metrics are calculated using regression analysis, based on survey responses correlated with ad exposure frequency across the DPG Media network.

Q: How can you get four metrics from a single question?

A: Brandfacts survey questions are structured consistently, mirroring the brand funnel's stages: Unaware > Aware > Consider > Prefer > Intend to act.

This hierarchical structure allows for a 0/1 scoring system for each metric based on the respondent's answers. For example, a response indicating "a brand I would consider" would earn a score of "1" for both consideration and awareness, as awareness is a prerequisite for consideration. This scoring logic applies to all other answer options as well.

Q: How does Brandfacts calculate brand standing?

A: The brand lift algorithm determines a line of best fit by analyzing exposure levels from lowest to highest. This line can be extrapolated backward to the y-axis, providing an intercept point that signifies zero exposure, or the campaign baseline. This calculated unexposed level is referred to as brand standing.