Paul Riismandel: What Is Brand Lift in Digital Audio and Podcasting?

In his first guest column at RAIN News, Paul Riismandel (Chief Insights Officer & Partner, Signal Hill Insights) offers a deep and detailed dig into the meaning and functions of “brand lift” — that oft-mentioned and much valued attribute of successful audio ad campaigns. “Brand lift lets performance marketers put a microscope on their ad copy and messaging,” Paul says — and he also itemizes important questions which get answered using brand lift studies. Much more — click to read.
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