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<h2 class="post-title">
How Qlixs Uses Brand Lift Studies to Find the Right YouTube Message
for Each Stage of the Sales Funnel
</h2>
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<ul>
<li><b>brand lift study : </b> 1</li>
<li><b>video ads tested : </b> 7</li>
<li><b>winners selected : </b> 3</li>
</ul>
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<h3>The Context</h3>
<p>
Designer Doorware is an eCommerce brand that designs and sells
innovative Door Handles & Knobs.
</p>
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<p>
Because their products are unique and have a higher price point,
they often require multiple touch points throughout the user
journey to engage the target audience and see return. And
because the products are extremely long-lasting, they typically
don’t experience repeat customers—which means prospecting for
new customers is just as important as driving purchases.
</p>
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<h3>The Challenge</h3>
<p>
Video campaigns are crucial given the nuances of the brand’s
business model in tackling all three goals: prospecting,
engaging users, and driving return on investment (ROI). It’s
important that Designer Doorware leverages the right creative at
the right time to ensure a successful user journey. Designer
Doorware was seeking to test different video ads in a controlled
setting before investing in a major advertising flight. Having
worked with a third-party creative provider, they’d developed 7
distinct video ads and wanted to determine which resonated best
with their audience across different stages of the buying
journey.
</p>
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<h3>Our Solution</h3>
<p>
Qlix suggested a brand lift study to indicate which of the seven
assets would deliver the best brand recall, deliver an accurate
message, and convert users directly on Designer Doorware’s site.
During brand lift studies, the algorithm serves the ad equally
amongst a control group and experimental group. The experiment
group sees the assets being tested, whereas the control group is
comprised of people who fit the target audience but did not see
the ad.
</p>
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<h4>Implementing the Brand Lift Study :</h4>
<ul>
<li>
This type of brand lift study could only be implemented
through Google; because Qlix is a Google Premier Partner, we
were able to execute the experiment quickly with support from
our dedicated agency team.
</li>
</ul>
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<h4>Testing Brand Recall :</h4>
<ul>
<li>
During the brand lift study, both groups of users received a
survey asking if they recognized particular brands, including
Designer Doorware. The difference in the responses between
those who saw the ads and those who didn’t determines the ad’s
impact on brand recall.
</li>
</ul>
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<h4>Testing Viewability :</h4>
<ul>
<li>
Brand lift studies require a high daily budget and must run
for at least 7 days to ensure they deliver adequate, timely
data. To determine viewability, Qlix was looking to find how
long users were watching the video, specifically ensure there
was viewer engagement beyond the appearance of the ‘SKIP’
button during YouTube ads.
</li>
</ul>
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<h4>Testing Conversion Action :</h4>
<ul>
<li>
Brand lift studies can be launched with video action
campaigns, which optimize delivery based on expected
conversions and website actions. In this test, Designer
Doorware wanted to track initial form fills on their website
as well as ‘add to cart’ metrics.
</li>
</ul>
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<h3>The Results</h3>
<p>
The experiment indicated three different winners for each
category: Brand Recall, Viewability, and Conversion Driving.
</p>
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<h4>Brand Recall Winner :</h4>
<ul>
<li>
The video that received the most ‘Relative Brand Lift’ was one
that featured a cheeky joke in the beginning of the video,
setting a tone for a light-hearted and engaging message. It
generated a 52% positive difference in brand recognition among
users who were shown the ad compared to users who were not.
Additionally, this video received a 6% higher Baseline
Positivity Rate compared to the video with the second-best
survey response. Also, this video’s Absolute Brand Lift was
5%, whereas the benchmark for success is typically 1%.
</li>
</ul>
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<h4>Viewability Winner :</h4>
<ul>
<li>
The video that was the most viewable had more of an
educational bend: It opened with a character asking how the
product worked, which was followed by an immediate explanation
of Designer Doorware’s product functionality.
</li>
<li>
To determine viewability, Qlix was looking to see how many
users watched up to 50% of the video. For our winning option,
the percentage of “Video Played to 50%” was 51% higher than
the collective average of all other videos. On average, the
“Video Played to 100%” KPI was double that of the average
percentage of all other videos, indicating that this ad’s
content was well-absorbed and captivated more of the audience
for a longer period of time.
</li>
</ul>
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<h4>Conversion Winner :</h4>
<ul>
<li>
The video ad that drove the most form fills and add-to-cart
actions was one that compared two trucks—a cluttered and messy
one with no organization system and a tidy one that used the
Designer Doorware storage system.
</li>
<li>
This ad produced 50% more add-to-cart actions with a 23% lower
form fill CPA than the second-highest converting video. All
other videos fell below an optimal performance threshold.
</li>
</ul>
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<h4>Outcomes :</h4>
<ul>
<li>
These results provided meaningful benefits for both Qlix and
Designer Doorware. They allowed us to accurately assign the
three winning videos to different YouTube campaigns at their
stage of the sales funnel to deliver the greatest impact on
return. By informing the themes that best resonate at these
stages of the sales funnel, the results will also help
Designer Doorware lower their overall ad production costs by
reducing scope of messaging and testing.
</li>
</ul>
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