Brand lift measurement tests whether a CTV campaign moved key brand metrics — typically ad awareness, brand recall, brand favourability, or purchase intent — by comparing survey responses from people who were exposed to the campaign (test group) against a matched group who were not (control group). The difference in positive responses between the two groups is the brand lift, expressed in percentage points. A campaign that achieves 5 percentage points of brand awareness lift among the exposed group means 5% more people in that group are aware of the brand compared to the unexposed control.
In India, brand lift studies for CTV are offered by YouTube/Google (Brand Lift solution, available for YouTube CTV), JioHotstar (limited availability for large direct campaigns), and independent vendors like Nielsen Brand Effect and Kantar Millward Brown for larger campaigns with sufficient budget. The minimum spend required to run a statistically significant brand lift study in India is typically INR 50–75 lakh for a single campaign flight — below this, sample sizes are too small to detect meaningful lift. The advantage of brand lift over VCR-only measurement: VCR tells you the ad played; brand lift tells you it was actually absorbed and memorable. For upper-funnel CTV campaigns, brand lift is the only metric that proves the ad worked, not just that it was delivered.
Full guide
For a complete explanation, read: Brand lift measurement for CTV advertising: how to prove your campaign worked