Digital advertising is an advertising channel that advertisers allocate plenty of resources to, with the share of digital advertising in the total share of advertising steadily growing. Digital advertising has many advantages, one of them being immediate effectiveness. There is a large number of metrics based on which we can measure effectiveness. Each demonstrates its own angle of effectiveness, but there are only few metrics that focus on long-term effects on the brand. In my master's thesis, I studied the incremental effect of digital advertising on the brand. The incremental effect represents an effect that would not have occurred without advertising. I was interested in how well users remember advertising (i.e., ad recall), whether users exposed to ads are more favorable towards the brand, and what impact digital advertising has on purchase intent. For this purpose, I conducted a so-called brand lift study (BLS). The survey that followed the digital advertising campaign included three questions on the aforementioned areas. To determine the incremental effect, I divided the correspondents into two groups – a test group that was exposed to the ads and a control group that was not exposed to the ads. Brand lift represents the difference between the test and control groups.
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