Brand Lift

Brand lift from in-store advertising on a digital screen at a grocery store is a crucial metric that goes beyond immediate sales. While sales lift measures what a consumer does, brand lift measures what they think and feel about a brand as a result of the ad.

A direct, measurable brand lift can be a powerful outcome of in-store advertising, and here’s what advertisers can expect and why it's so effective:

What Brand Lift Metrics Can You Expect?

Brand lift isn't a single number like sales lift, but a collection of metrics that measure a campaign's impact on brand perception. The most common metrics that see a positive lift from in-store screens include:

Ad Recall: This is a fundamental metric that measures whether a consumer remembers seeing a specific ad. In-store screens, with their dynamic and attention-grabbing nature, are highly effective at driving ad recall. Since a shopper is in a receptive "shopping mode," they are more likely to remember a relevant ad than one they saw while scrolling on their phone at home.
Brand Awareness: For newer or lesser-known products, an in-store screen can significantly increase brand awareness. It's an excellent way to introduce a brand to a broad, relevant audience right before they make a purchasing decision.
Brand Consideration/Favorability: This measures whether a consumer's likelihood of considering or purchasing the brand has increased. A well-designed ad can highlight a product's benefits, a new flavor, or a special offer, making it more appealing and top-of-mind for a shopper at the shelf.
Purchase Intent: This metric gauges a consumer's expressed intention to buy a product. An ad on a screen can increase purchase intent by creating a sense of urgency (e.g., "new limited-time flavor") or by simply reminding them of a product they may have forgotten to add to their shopping list.

Why In-Store Screens Are Great for Brand Lift

Highly Contextual: The location of the screen (near the product or in the aisle) provides immediate, powerful context that's difficult to replicate in other media. An ad for a specific cereal brand running in the cereal aisle has an undeniable impact on a shopper who is actively considering their breakfast options.
Emotional Connection: Digital screens can use high-quality video, music, and compelling visuals to tell a brand's story. This can create an emotional connection with the consumer, making the brand feel more relatable and trustworthy than a static, two-dimensional package on a shelf.
Reinforcement of Other Campaigns: In-store screens can serve as the final touchpoint in an omnichannel marketing campaign. A consumer who saw an online ad for a brand can have that message reinforced and solidified at the point of purchase, leading to a much stronger brand impression and higher likelihood of purchase.
Authority and Legitimacy: Being featured on a prominent digital screen within a trusted grocery store can lend a sense of credibility and authority to a brand, especially for newer or challenger brands.

How to Measure Brand Lift

Measuring brand lift from in-store advertising requires a a well-designed study, often involving two groups:

Exposed Group: Shoppers who were exposed to the ad campaign on the digital screens.
Control Group: A comparable group of shoppers who were not exposed to the ad.

By conducting surveys with both groups and comparing their responses on metrics like ad recall, brand favorability, and purchase intent, an advertiser can quantify the "lift" or positive change in brand perception caused by the ad. This rigorous methodology helps isolate the impact of the in-store campaign from other variables.