You have a goal of maximizing reach and increasing awareness. To do so, you're running a Video reach campaign (VRC) to keep your brand top of mind. Before implementing a Brand Lift study, which two considerations should you keep in mind? Select two answers.

The selected options are correct because Brand Lift studies rely on a quasi-experimental design that measures the difference in survey responses between an exposed group and a control group, meaning lift results aren't guaranteed if the delta between these two groups is not statistically significant. This methodology captures consumer sentiment rather than hard digital clicks, so factors like creative quality and market saturation play a major role in the outcome. Furthermore, lift isn't a good always-on metric because as a brand successfully builds awareness over time, the "untapped" audience shrinks and the baseline awareness in the control group rises; this natural saturation means that lift will decrease even as the media remains effective, indicating that the campaign has already successfully influenced the target market's perception.