A Marketer's Guide to Brand Incrementality

Measure your ad effectiveness with confidence and clarity.

Ad campaigns are the lifeblood of modern branding efforts. They span multiple platforms, appeal to diverse audiences, and bring innovative concepts to life. But how do you know if your campaigns are delivering true value? Impressions and clicks don’t tell the whole story. What matters is whether your advertisements are changing how people view your brand—this is where incremental brand lift measurement comes in.

Understanding incremental brand lift is critical for marketers working to improve their brand and performance advertising. DISQO is set apart in the industry for our unmatched ability to measure incremental brand lift seamlessly across all social channels and advertising platforms.

1.  What is incremental brand lift? 

2. The DISQO difference in brand lift measurement 

3. Measuring incremental brand lift across all social channels 

4. Key benefits of using DISQO's Brand Lift product 

5. How to unleash the potential of your ads with DISQO

What is incremental brand lift?

Incremental brand lift refers to the measurable change in consumer perception, awareness, or purchase intent triggered by exposure to a specific ad campaign. By isolating the incremental impact—the difference between how the audience exposed to ads reacts versus a control group that wasn’t exposed—brands obtain a clear view of an ad’s true effectiveness. 

Traditional digital marketing metrics like impressions, clicks, or website traffic don’t answer critical questions. They don’t show whether campaign exposure improved brand awareness, enhanced message association, or influenced purchase behavior. Brand lift connects these dots.

Why incremental brand lift matters:

• Actionable insights: Understand what truly resonates with your audience across different platforms and demographics. 
• Real-time optimization: Adjust campaigns based on audience engagement and performance data while the campaign is live. 
• Precise measurement: Go beyond surface-level metrics and uncover the ROI of your ad spend by focusing on perception and intent shifts. 

The DISQO difference in brand lift measurement 

Our forward-thinking and future-proof approach to brand lift distinguishes DISQO in the ad measurement landscape. With DISQO, you can ensure precise, cross-channel measurement—no blind spots, no fragmented insights, just complete clarity. 

1. Cross-channel approach without silos 

Today's consumers aren’t sticking to one channel—they move seamlessly from social media platforms to streaming services and digital spaces. We see evidence of this continued shift from DISQO's 2025 Consumer Trends report, where 43% said an ad on social media caused them to buy a product, overtaking TV (41%), websites (28%), and podcasts (15%) as the top driver of consumer purchases. Older, siloed measurement models can’t track the full scope of engagement consumers have with your brand across channels. DISQO steps in as your unified solution. 

• Measure impact on channels like social media, CTV, digital video, podcasts, display, audio, and even out-of-home advertising.
• Gain a single, consistent methodology for comparing ad performance across various platforms.

2. Cookieless, identity-based technology 

With increasing privacy regulations and the decline of cookies and mobile IDs, legacy measurement tools are becoming obsolete. DISQO uses identity-based, deterministic data to overcome these limitations. This ensures more accurate results without relying on unstable identifiers. 

What does this mean? 

• Deterministic measurement methods provide more reliable exposure tracking.
• Our approach is future-proof, ensuring your ad measurement adapts seamlessly alongside evolving privacy standards.

3. Actionable optimization through always-on dashboards 

DISQO’s platform doesn’t just measure; it empowers. With our always-on dashboards and reports, brands and agencies can access in-flight performance metrics that allow for real-time adjustments. 

• Identify which creative and strategy have the most impact.

• Improve in-market tactics while campaigns are still running.

Measuring incremental brand lift across all social channels 

Social media has redefined brand engagement—but measuring its impact has remained a challenge for advertisers, as most solutions are restricted to specific platforms. However, DISQO enables comprehensive brand lift measurement across all major social channels, including Facebook, Instagram, TikTok, LinkedIn, and Twitter. 

By analyzing key brand metrics—such as awareness, favorability, and intent—on every social platform, DISQO gives brands an unparalleled competitive advantage. Through our unified approach, you can accurately assess how your messaging is performing on disparate networks, which demographics are most engaged, and how to fine-tune campaigns for even better results.

Real clients, real success stories 

Our technology has helped industry leaders such as Vevo gain deep, reliable insights into their campaigns’ impact. 

Vevo: “Channel-specific solutions miss the full brand impact as consumers engage across multiple devices and platforms. DISQO’s capabilities gave us practical, non-intrusive ways to measure brand impact with integrity.” – Byron Schafer, SVP, Research, Vevo.

Key benefits of using DISQO’s Brand Lift product 

Whether you’re an agency, brand, or publisher, DISQO adds a layer of unparalleled clarity to your ad performance metrics. 

Here’s what you gain with DISQO Brand Lift:

• Accurate cross-channel results: Break through silos and the need to rely on fragmented or platform-limited tools. 
• Metrics without blind spots: Measure everything from unaided awareness to purchase intent. 
• Privacy-compliant data: Cookieless and future-proofed.
• Compare against industry benchmarks: Know where your brand stands against industry competitors.

Unleash the potential of your ads with DISQO 

Incrementality measurement is essential for understanding how your advertising efforts drive brand growth. DISQO’s identity-first, consumer-consented platform allows you to move beyond surface-level metrics and uncover the true value your campaigns deliver. By focusing on advertising effectiveness, our platform delivers essential insights into audience perception and behavior. 

Don’t rely on guesswork regarding your campaign’s performance. See your brand through the eyes of your audience, optimize your strategies with confidence, and measure what matters most with DISQO’s comprehensive toolset. 

Get started today with DISQO and experience the future of advertising measurement. Contact us at info@disqo.com.