Brand Uplift & Incrementality Measurement
Prove the incremental impact of your media — on brand perception and on real behaviour.
What is brand uplift measurement?
Brand uplift measurement quantifies the lift in brand metrics — awareness, consideration, favourability, intent — that a campaign generated among people exposed to it, compared with those who weren't. It answers whether your media actually shifted how audiences think and feel about your brand.
What is incrementality?
Incrementality measures the outcomes a campaign caused — the additional visits, actions or sales that would not have happened without the media — by comparing an exposed audience against a matched control. It separates real impact from activity that would have occurred anyway, so budgets are judged on incremental value, not last-click credit.
How Lumos measures uplift and incrementality
- Exposed vs. control: compare audiences exposed to your campaign against matched non-exposed audiences.
- Brand and behaviour: capture brand-metric lift and real-world behavioural lift (like footfall) together.
- Cross-channel: measure incrementality across OOH, retail and omni-channel media on comparable terms.
- Feeds planning: results flow back into audience planning so budget moves to what's genuinely incremental.
Why it matters
As media budgets face more scrutiny, "did it work?" increasingly means "was it incremental?" Measuring brand uplift and incrementality lets brands, retailers and agencies invest with confidence and defend spend with evidence of real, caused impact.