Which measurement methodology should an advertiser use to assess the impact of TikTok advertising on brand recognition?

To assess the impact of TikTok advertising on brand recognition, a Brand Lift Study is the most appropriate methodology. This approach is specifically designed to measure changes in brand perception and awareness resulting from advertising campaigns. By gauging metrics such as brand recall, brand consideration, and overall sentiment, this study provides direct insights into how an advertising effort influences viewers' awareness and perception of a brand.

In contrast, while multi-touch attribution focuses on assigning credit to various touchpoints along the purchase journey to understand customer behavior throughout their interaction with multiple channels, it does not specifically target brand recognition.

A conversion lift study, on the other hand, aims to evaluate the effect of advertising on actual sales conversions, which is more tactical and not necessarily linked to brand equity or recognition. In-store sales lift directly measures the impact on sales at brick-and-mortar locations, which also does not directly assess brand awareness or perception.

Therefore, a Brand Lift Study is tailored to measure the intended outcomes related specifically to brand recognition, providing advertisers with vital data to understand how effectively their campaigns resonate with the audience on TikTok.