Classic study via market research institute: €15,000–€25,000 Mid-range via DOOH provider: €5,000–€10,000 DIY light via Cint/Pollfish: €500–€2,000 Honest take: at campaign sizes below €5,000, a professional study costs more than the campaign.

DOOH Brand Lift Studies: Methodology and Cost

30-second takeaway: Brand Lift Studies measure whether your campaign actually moved brand awareness or purchase intent. They use test-vs-control surveys with geo-exposure tracking. Classic studies cost €5,000–€25,000, which makes them unrealistic for small DOOH budgets.

What a Brand Lift Study measures

Causal effect on brand KPIs: aided awareness, unaided awareness, ad recall, brand affinity, purchase intent. Two groups (test + control) are surveyed. The difference is the lift.

How it technically works

Pre-campaign baseline (n=300–500 representative)
Exposure tracking via anonymized smartphone geo-data
Post-campaign survey of both groups
Statistical significance (chi-square or Welch t-test)

A "good" lift in aided awareness is +5 to +15 percentage points.

What it costs

Classic study via market research institute: €15,000–€25,000
Mid-range via DOOH provider: €5,000–€10,000
DIY light via Cint/Pollfish: €500–€2,000

Honest take: at campaign sizes below €5,000, a professional study costs more than the campaign.

Concrete example: does a study pay off?

Vienna boutique, 14 days, 6 Adyoutiser screens:

Inventory: 6 × €2 × 14 = €168
CPM: ~€800
Werbeabgabe: ~€48
Total: ~€1,016

A €5,000 study is 5× the campaign budget. No.

Better light alternatives:

Instagram Story polls (free)
Google Trends pre/post brand search comparison (free)
UTM-tracked QR code on the spot (free, direct click lift)

When a professional study is worth it

Campaigns >€20,000 over months, stakeholder-arguments, multi-channel benchmarks, repeat use-cases.

What we offer

We do not run our own Brand Lift Studies (that would be self-rating). We provide real plays data, estimated reach, SOV drift, heatmaps. You can use the geo data for an external study.

Now run the numbers

Calculate your campaign on dooh-rechner. Rule of thumb: a study only pays off at roughly 5× the study price in campaign budget. More on pricing: dooh-werbung-kosten.

DOOH Brand Lift Studies: Methodology and Validity

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