What does the term 'brand lift' refer to in LinkedIn Ads?

The term 'brand lift' specifically refers to the increase in consumer perception of a brand after exposure to advertising. This concept focuses on how advertising influences people’s awareness, associations, and overall sentiment towards a brand. When users see an advertisement, it can alter their views, perhaps making them more likely to recommend the brand, develop a positive attitude, or recognize the brand in the future.

In this context, brand lift is a critical metric for advertisers because it goes beyond immediate sales or clicks; it measures the effectiveness of the ad in shaping consumer attitudes and perceptions, which can lead to long-term benefits for the brand.

Other options reflect different aspects of advertising performance: gaining followers relates to building a social presence, click-through rates measure direct ad engagement, and engagement metrics indicate how actively users are interacting with the content. However, none of these directly capture the concept of shifting consumer perception that 'brand lift' embodies.