A skincare brand is running a TikTok ad campaign and wants to measure its impact on brand awareness through a Brand Lift Study. The team needs to evaluate whether the campaign meets the requirements to ensure accurate and meaningful results. Which factors should the team evaluate before setting up a Brand Lift Study? (Select 3)

A Brand Lift Study (BLS) measures the direct impact of an ad campaign on brand metrics like awareness. To ensure accurate and meaningful results, sufficient campaign flight time is crucial, allowing enough exposure for the target audience to be influenced and for the study to collect statistically significant data. Similarly, adequate ad spend is necessary to reach a large enough audience to detect a measurable lift in brand metrics. Finally, a high volume of impressions is essential to achieve statistical significance, meaning the observed lift is likely due to the campaign and not random chance. Past performance of previous TikTok ads, while useful for general campaign planning, is not a direct requirement for setting up a Brand Lift Study itself, as the BLS aims to measure the current campaign's impact.