Product update

Measure CTV brand lift on Vibe with Upwave, DISQO, and Kantar

Upwave, DISQO, and Kantar are now available on Vibe for select enterprise brands. You can measure what your streaming TV campaigns do for your brand with the same independent partners your insights team already uses across linear, digital, and social.

On eligible campaigns, you'll see whether people remembered your ad, whether your brand made their shortlist, and whether purchase intent moved, in a report your team can put right next to every other channel in the plan.

A new lens on your CTV investment

Your performance measurement shows you which visits and sales followed your ads. Brand lift shows you what happens earlier: whether someone who saw your spot this month now thinks of your brand first, and whether you're on their list the next time they're ready to buy.

It works by comparison. Households exposed to your Vibe campaign are surveyed and compared with a matched control group that wasn't exposed. The difference is the effect of your ads on:

Awareness and ad recall
Brand favorability and consideration
Purchase intent

Results are reported per metric, each with its own confidence level, so you see exactly which outcomes moved and which didn't.

Built into your campaign

Your Vibe team handles setup from start to finish, so brand lift runs inside the campaign you're already planning instead of becoming a separate project:

Objectives: we align with you on the KPIs that matter for the flight and the audience you're targeting.
Tagging: exposed impressions flow to the measurement partner before launch.
Results: you receive the partner's lift report once the study reaches significance.

Your role is to tell us what success looks like for the campaign.

What our partners are saying

“"Brand Outcomes measurement depends on having confidence in the underlying exposure data. When advertisers have greater transparency into where their ads ran and who was exposed, they can put more trust in the results. Vibe’s direct approach to streaming inventory helps provide that foundation, allowing Upwave to deliver top-of-funnel insights advertisers can confidently use to inform their media decisions."”

John Bulgrin, CRO, Upwave

“"Vibe has become where many brands put their performance-driven streaming budget. Bringing Kantar’s brand measurement to those same campaigns means insights teams can report on brand impact while helping to inform media teams on how they buy."”

Meagan Paulhus, Growth and Strategy, Kantar

Independent results

Upwave, DISQO, and Kantar each run studies with their own methodology: matched control groups, respondent quality filtering, and causal modeling. Because the partner owns the study from the survey questions through to the final numbers, the results you see are theirs, not ours.

Where it fits in your measurement stack

Brand lift adds to the measurement you already run rather than replacing it.

Brand lift shows how your CTV campaign changed perception and intent.
Incrementality and MMM show how much of your sales the media caused. Vibe works with partners like Haus, Fospha, and Stella for those reads.
Attribution shows which visits and purchases followed exposure.

Together they connect what your ads did to people's minds with what they did to your business.

Who it's for

Brand lift measurement is available to select enterprise brands running qualifying campaigns on Vibe. Because studies need enough scale to produce significant results, eligibility depends on campaign size, flight length, and geographic reach. Setup happens before launch, so it's worth raising with your Vibe team early in planning.

Reach out to your Vibe representative to learn more.

Oct 27, 2026