You know you have hit a controversial topic when back to back search results decry the evils of the topic and the next listing bows down to its supremacy.

I’m talking about brand lift and specifically when does negative brand lift kick in for digital ad messages.

Why does it matter? Because every impression does have a cost and if the next impression’s cost is actually a damage to your prospect’s opinion of your brand, that should matter. You think blindness is the deepest problem for banners? No, it’s annoyance and other negative brand lift results.

It also matters because I’ve had media sales reps recommending as many as 30 or more impressions per unique target to help scale up the campaign dollars. But if somewhere between 8 and 20 impressions I may achieve a negative brand lift, I’m going to PAY to damage my prospect’s opinion of my product or brand.

Negative Brand Lift