GRP and AVE are outdated metrics that do not directly measure outcomes like brand awareness, purchase intent, or sales. Brand lift directly measures changes in important metrics like awareness, favorability, intent and can show the impact of campaigns within days. Google Brand Lift and Google Surveys enable cost-effective measurement of brand lift for digital campaigns. An example showed a 36% lift in brand favorability from an influencer campaign.

1. Compare gross rating point (GRP),
advertising value equivalency
(AVE), and brand lift.
Learning objective for Module 5, Lesson 1

2. If brand awareness is a goal, then measure it
Source: Content Marketing Institute, B2B and B2C Content Marketing: 2017 Benchmarks, Budgets and Trends — North America
• 79% of B2B marketers and
74% of B2C marketers say
brand awareness is one of
their organizational goals.
• But, only 15% of B2B marketers
and 21% of B2C marketers use
brand lift, while just 17% of B2B
marketers and 21% of B2C
marketers use purchase intent
as metrics to determine how
well they are producing results.

3. Gross rating points (GRPs) are bogus metrics
• My father learned this in 1987.
• Car sales fell after his ad
campaign proclaimed, “This is
not your father’s Oldsmobile.”
• So, he asked his ad agency how
they were measuring results.
• “GRPs”, they replied.
• So, my dad asked, “How many
GRPs do we need to sell a car?”
• They didn’t have an answer.
Source: Greg Jarboe, Tubular Insights, “Video Advertisers: Viewability and GRPs Are Not the Metrics You Need,” Sept. 22, 2015

4. Advertising value equivalency (AVE) is bogus
• I discovered this in 1986.
• Lotus CEO Jim Manzi looked at
my AVE calculations for 700
magazine and newspaper
clippings and said, “Jarboe, if I
could deposit these little pieces
of paper in a bank, then I’d
know what they were worth.
But, until you can measure the
impact of PR in cold, hard cash,
don’t waste my time with these
so-called reports.”
Source: Greg Jarboe, The Measurement Advisor, “Measuring the Effectiveness of News Releases – a Case Study,” Feb. 17, 2016

5. Brand lift is one of the right KPIs to use
• Google’s Brand Lift solution
gives you insights into how
your ads are impacting the
metrics that matter within a
matter of days, including lifts
in brand awareness, ad recall,
consideration, favorability,
purchase intent, and brand
interest, as measured by
organic search activity.
Source: Greg Jarboe, Tubular Insights, “How Video Marketers Can Use Google’s Brand Lift Surveys for Extra Juicy Data,” Sept. 9, 2015

6. Brita saw a 36% lift in brand favorability
Source: Kate Stanford , Think with Google, “The secret to successful influencer marketing? Letting go of control,” August 2017

7. Google Surveys can also measure brand lift
• Google Surveys enables you to
get fast, reliable insights from
consumers across the internet
and on mobile devices.
• You can use Google Surveys to
measure brand awareness and
purchase intent before and
after an influencer marketing
campaign for $0.10 to $3.00
per completed survey.
Source: Google Surveys, Market Research and Consumer Insights Solutions

8. Meredith saw a 33.8% lift in brand interest
• In 2008, my agency worked on
2 projects for Better Homes
and Gardens as well as 2 more
projects for Parents magazine.
• Organic searches for the brands
increased 38.9% year over year.
• But, we didn’t do any work in
2008 for Ladies Home Journal
or Fitness magazine.
• Brand searches increased 5.1%.

9. Quiz: Compare gross rating point (GRP),
advertising value equivalency (AVE), and brand
lift and choose the best one for measuring
brand awareness and purchase intent.