Brand Lift for a Fortune 200 Financial Services Brand

A Fortune 200 financial services brand offering insurance, investment, and retirement solutions set out to strengthen the impact of its advertising and elevate the precision of its media strategy. Known for disciplined brand stewardship and performance rigor, the company wanted real clarity into how its campaigns shaped consumer sentiment and drove meaningful action.

To achieve this, the brand partnered with DISQO to measure advertising effectiveness across platforms, campaigns, and creative placements. Using DISQO Brand Lift, they gained a deterministic, full-funnel view of performance and the behaviors it influenced.

Eliminating blind spots to unlock growth

The financial brand faced intensifying complexity across its media ecosystem. Fragmentation, tightening budgets, and legacy measurement systems created blind spots that made it difficult to understand which channels, tactics, and creative executions were actually driving results.

The team needed timely, actionable intelligence they could use to justify investments, support in-flight optimization, and connect upper-funnel brand building with mid- and lower-funnel performance. They also needed confidence in channels traditionally harder to measure: streaming, social, and emerging media.

DISQO Brand Lift

The brand partnered with DISQO to break through measurement silos and unify insights across platforms. Leveraging DISQO Brand Lift, powered by direct relationships with real people, they connected ad exposure to outcomes across digital and TV channels.

DISQO measured effectiveness across key metrics, including favorability, consideration, and awareness. The brand could then see how channels, frequency, and creative themes shaped outcomes, not just in aggregate but among priority groups.

This approach delivered consistent, readable insights across a fragmented plan, enabling mid-flight optimization and elevating confidence in channels that had previously been difficult to measure.

Transforming insight into action

Armed with person-level, full-funnel insight, the financial brand refined its media mix, elevated creative performance, and captured more value from every investment.

Consideration lift

Consideration rose by 7 points, driven by thoughtful frequency strategy and strong cross-channel execution. Two key creative themes delivered 6- and 7-point lifts, while underperforming tactics were deprioritized in real time, enabling the team to maximize efficiency without sacrificing scale.

Favorability lift with key audiences

Favorability increased 6 points, with one digital creative theme driving a standout 10-point lift. Key audiences showed significant gains:

• Key audience 1: +10 favorability
• Key audience 2: +9 favorability
• Additional priority consumer segment: +9 favorability

By focusing on creative that delivered meaning, not just recall, they improved their emotional connection with key segments and were seen more positively as a result of advertising.

Full-funnel impact

The campaign extended its influence into other attitudinal and measurable digital behaviors, outperforming financial category benchmarks.

• Aided awareness: +5.77 lift
• Familiarity: +4.64 lift
• Brand site visitation: +0.21 lift

Cross-platform exposure showed how each channel contributed uniquely: streaming and CTV drove mid-funnel momentum, while display and audio sparked site engagement.

Takeaways

Full-funnel measurement strengthens strategic decision-making

A connected view of brand lift and outcomes lift shows how campaigns perform across the full funnel, from awareness and favorability to consideration, search, and site visitation. This gives marketers a trusted lens to align teams and rebalance investments across the media mix with confidence.

Optimization works best when it’s continuous

Deterministic, person-level insights enable teams to refine creative, frequency, and placements while campaigns are live. This ensures budgets work more effectively and tactics remain aligned with actual consumer responses.

Eliminate channel blind spots

Make every channel measurable, including streaming, social, CTV, and emerging media, then deepen clarity with cuts by audience, frequency, creative, and placement. Teams can see where lift is truly coming from and scale the partners and tactics that drive the strongest incremental impact.

Measure what matters. Fuel what works. Let’s DISQO: hello@disqo.com