- Advertiser: A disruptor protein brand
- Measurement partner: Cint · Lucid Impact Measurement
- Primary KPI: Brand awareness
Reported brand-lift results · target audience
Measured by Cint’s Lucid Impact Measurement Brand awareness +32.9% Target audience, when the ad was seen multiple times. Separately, among the general population: +2.5% awareness.+34.7% Brand consideration +30.3% Purchase intent +17.4% Ad recall +16.3% Brand favorability
Historical, campaign-specific results as reported in the original study, which describes them as statistically significant. The study gives no baselines, so the figures are shown exactly as reported. They are not a guarantee of results for other campaigns.
01 The challenge
The wellness market is crowded and competitive, and its consumers are difficult to reach. A protein brand wanted to build awareness among an active-nutrition audience with a budget well below its competitors’.
Its agency tapped several partners, including Qortex. It needed brand-lift measurement from Cint to isolate Qortex’s impact, and it wanted granular data cuts, including Qortex’s proprietary moments targeting at the placement level, to show the value of in-video ads.
02 The solution
Qortex looked for a brand-lift partner that could offer actionable insights, transparency, speed and service, and could quantify specific moments in the campaign. It engaged Cint’s survey-based Lucid Impact Measurement to measure attitudinal brand lift.
Lucid surveyed both exposed and unexposed groups to measure changes in attitudinal awareness. Survey results and proprietary brand-lift metrics were refreshed daily in an always-on dashboard, with drilldowns by:
- KPI
- Demographics
- Site
- Placement
- Exposure frequency
Qortex also added three target-audience filters during setup.
03 The moments
Qortex AI and On-Stream can target topics, actions, events, feelings, products, people and categorical interests in video. Lucid quantified three major video moments in this campaign:
- 01 Pilates
- 02 Specific NFL athletes
- 03 Healthy food displays
The study reports significant increases in awareness from these moments. Transparent visualizations let the agency see which moments lifted its KPIs.
04 The benefit
Awareness was the primary KPI. Ad recall, purchase intent, consideration and favorability were secondary KPIs.
Lucid benchmarks indicated above-average campaign performance, and showed that the Qortex network organically reached the target audience in relevant moments. Those insights supported in-flight recommendations on creative, inventory adjustments and new partners.
05 Results
The study reports these results, which it describes as statistically significant.
| Audience | Metric | Reported |
|---|---|---|
| Target audience, ad seen multiple times | Brand awareness | +32.9% |
| Target audience | Brand consideration | +34.7% |
| Target audience | Purchase intent | +30.3% |
| Target audience | Ad recall | +17.4% |
| Target audience | Brand favorability | +16.3% |
| General population | Brand awareness | +2.5% |
| Audience | Metric | Reported |
|---|---|---|
| Exercise 5+ hours / week | Brand awareness | +2.2% |
| Exercise under 5 hours / week | Brand awareness | +2.1% |
| Health-related issues | Brand consideration | 1.6% reported |
| Audience | Metric | Reported |
|---|---|---|
| HHI $50K–75K | Brand awareness | +9.7% |
| HHI $50K–75K | Brand favorability | +9.2% |
| HHI $50K–75K | Purchase intent | +5.7% |
| HHI $50K–75K | Brand consideration | +4.7% |
| HHI $50K–75K | Ad recall | +3% |
| Multicultural audience | Brand awareness | 12.1% lift |
| Adults 45–54 | Brand awareness | 7.9% lift |
These are aggregated, study-level results as reported. Each row is a separate audience cut, so the figures should not be added together or compared as percentage points.
06 Closing
Real-time insights from Lucid gave Qortex a data-informed case to put to the protein brand for expanding its budget.