An advertiser ran a Brand awareness campaign and noticed its cost per mille (CPM) performed well. It wants to know if people on Pinterest now view its brand more favorably after seeing the ads. What should the advertiser do next?

A brand lift study directly measures changes in brand perception, such as favorability, awareness, and purchase intent, among an exposed group compared to a control group. This is precisely what the advertiser needs to assess if people view their brand more favorably after seeing the ads. A sales lift study measures the impact of advertising on sales, not brand perception. A foot traffic study measures physical store visits, which is irrelevant to online brand favorability. Marketing mix modeling (MMM) analyzes the overall impact of various marketing inputs on sales and brand metrics, but a brand lift study offers a more direct and granular measure of ad-specific brand perception changes.