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Study

The Total Economic Impact™ of Happydemics Brand Lift

A commissioned study from Forrester Consulting on the cost savings and business benefits media sellers get from Brand lift.

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A commissioned study from Forrester Consulting on the cost savings and business benefits media sellers get from Brand lift.
47%
Return on investment
How Forrester built these numbers
$250M
Annual revenue of the model company: a typical adtech built from the 4 interviewees (5,000 customers)
3 years
Of costs and benefits modelled
4
Adtech and media companies interviewed, from Europe and North America

Four sources of value Forrester quantified

+20%

Stronger high-value accounts

Advertisers spending $1M+ a year increased their investment by 20% when Brand lift was built into account management. Forrester attributes one-third of that uplift to Brand lift.

6×

Faster measurement

Setting up, managing and reporting a study takes 6× less senior insights time. Client success teams now launch studies on their own.

15%

Campaign upsell

Packaged into premium offers, Brand lift encouraged mid-tier clients to raise budgets. After positive results, 15% of campaigns were extended or restarted.

50%

New business

Outcome-based measurement helped win competitive pitches. Half of the new clients who received a Brand lift study came back with a new or extended campaign.

Benefits beyond the model

Neutral third-party credibility

Independent measurement validates campaign performance and builds trust with advertisers and agencies. It also supports strategic conversations with senior stakeholders.

Pitch differentiation

Outcome-based measurement helps stand out in RFPs and sales conversations, especially against large platforms or when pitching to brand advertisers.

Creative and format testing

Teams use Brand lift to validate new formats, messages and audience segments, and to help clients optimize campaigns over time.

Input for QBRs and planning

Brand lift results feed quarterly business reviews, annual planning and cross-functional reporting, so teams align on the same metrics.

Premium CPM support

Offering Brand lift reinforces a premium, privacy-first positioning and helps maintain CPM rates.

Get the complete 22-page study

Download the PDF

“Brand lift is a door opener... Repeat business among existing clients has been the biggest driver of growth.”

Director, data partnerships, advertising technology

Get the full study

The complete 22-page report: the full financial model, the cost analysis, the three-phase rollout and more testimonies from interviewees.

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Frequently asked questions

What is the ROI of Happydemics Brand lift?
A commissioned Forrester Consulting Total Economic Impact™ study (September 2025) found that a composite adtech organization using Happydemics Brand lift achieved a 47% ROI over three years, risk-adjusted, with payback in under 6 months.
What is a Forrester TEI study?
TEI is Forrester's methodology for estimating the financial impact of a technology investment. It weighs benefits, costs, flexibility and risk, based on customer interviews aggregated into a composite organization.
Who did Forrester interview?
Four decision-makers using Happydemics Brand lift: an insights and research director in data-driven advertising, a country manager in video ad tech, a VP of global insights in online media and streaming, and a director of data partnerships in ad tech.
How much time does Happydemics Brand lift save?
In the Forrester study, setting up, managing and reporting a Brand lift study took about 6× less time.
How does Brand lift help media sellers grow revenue?
High-value clients increased investment by 20%, 15% of campaigns were extended after positive results, and 50% of new clients re-engaged with a second campaign.
Is the study independent?
It was commissioned by Happydemics and delivered by Forrester Consulting, which kept editorial control. Happydemics provided customer names but did not take part in the interviews.

This study is commissioned by Happydemics and delivered by Forrester Consulting. It is not meant to be used as a competitive analysis. Results are for a composite organization; Forrester makes no assumptions as to the potential ROI other organizations will receive.

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