The tool, called BrandLift, allows you to conduct surveys among users to assess brand awareness, ad recall, brand preference, and purchase intent. The study can be launched simultaneously with the start of an advertising campaign or within five days after the start, provided that the campaign lasts at least two weeks.
The tool is available when creating campaigns with the goal of "Awareness and reach" in the format of banner or video advertising. The advertiser can select the research goal from the list provided, and the system automatically substitutes standard wording of questions. When creating a survey, you can add competitor brands for comparison.
Irina Sovik, Chief Operating Officer of VK Ads, noted:
BrandLift will be especially relevant for medium and large brands, as it will save time and money on conducting independent research. The tool will allow you to clearly assess the effect of advertising, as well as your position in the market relative to competitors on VK platforms.