A survey partner delivers the study to people whose devices were collected near your units. Respondents are shown your creative, then asked whether they recall seeing it on a billboard. Recallers and non-recallers become your exposed and control groups, so the study does not need a pre-campaign wave to be valid.

Mobile ad IDs collected in your units' viewsheds are passed to the survey partner. The survey runs programmatically, shows the creative, and uses recall of it to split the sample. That split is what makes the comparison work without a baseline wave fielded before launch.

The standard study is 500 completes: 250 who recall the ad and 250 who do not. Larger samples are available at 1,000 and 2,000 completes.

Note the vocabulary trap: exposed means something different here than it does in attribution. In attribution it means a collected device ID. In brand lift it means a respondent who recalled the ad.

Happydemics for most campaigns. Lucid and Dynata on larger campaigns, where their panels and stricter match parameters are viable. Because these are established third-party measurement partners, the results carry independent credibility with your stakeholders.

The panel is licensed, not owned by AdQuick. Panel-based partners carry their own device and impression minimums, which is the historical reason brand lift was out of reach for smaller OOH campaigns.

Device passback to the survey partners is not yet automated. An API is in development; today it is a managed step on our side.

Not only awareness. KPIs are selected from a template list and include aided and unaided awareness, ad recall, consideration, purchase intent, and message association. Pick them in the brief, because they determine the questions. Custom questions can be added for campaign-specific goals.

Lift is reported as the percentage-point difference between the exposed and control groups, with statistical significance indicated. Context matters: a small absolute lift on a low baseline can be a large relative gain, so read the number against your spend level rather than in isolation. Your AdQuick team walks through the readout with you.

Results also come back benchmarked against comparable studies by market and vertical. That benchmark is separate from your control group: the control is your own non-recallers, and the benchmark is how other brands in your category perform. The two get conflated regularly.

Almost every wrong answer about brand lift minimums comes from mixing these two up.

There is no minimum sample requirement on the default study. That means there is no threshold you must clear to qualify, not that the study has no defined size.

Scale and frequency. An underpowered study produces an inconclusive read, so we size the campaign for measurement before the study is booked rather than after it reports. Allow three weeks before launch for feasibility checks and control-market selection.

The question asks specifically whether the respondent saw the ad on a billboard. That specificity is what makes the OOH read clean, and it is also why a single survey cannot double as cross-channel recall. Measuring both means two surveys, and a respondent taking the same survey twice is its own problem.

Myth: AdQuick owns the survey panel.

Reality: It is licensed from the survey partner.

Myth: One survey can cover OOH and cross-channel recall.

Reality: It cannot. The question is billboard-specific by design, and cross-channel needs a separate study.

Myth: Brand lift needs a long campaign and enormous impression volume.

Reality: That is true of panel-based models. The exposure-based model lowers the floor substantially.

Myth: The benchmark in the report is the control group.

Reality: The benchmark is category performance. Your control group is your own non-recallers.