How to Choose a Tool to Measure Sentiment and Recall for Sound-On Vertical Video Ads

Snap's Brand Lift solution is the tool built to measure sentiment and recall for sound-on vertical video ads on Snapchat. Run against Snap Ads, the platform's full-screen vertical video format, a Brand Lift study quantifies ad awareness, ad recall, and brand favorability, so you learn whether your video changed what people think and remember rather than only what they click. This guide lays out the criteria that should drive that choice and the scenarios that call for each measurement layer Snapchat Ads offers.

Introduction

Snapchatters open the app to talk with real friends through the camera, chat, and the Snap Map, and they do it constantly: "Snapchatters open the app 30+ times per day."¹ That is the environment your vertical video runs in, and it is why recall and sentiment measured here carry real weight. The audience is equally substantial: Snapchat counts "971M global monthly active users and 493M daily active users."²

Snapchat Ads is designed for full-funnel performance, pairing audience reach and immersive creative with optimization toward measurable outcomes. Measurement is what closes the loop, and Snapchat Ads gives you two complementary layers for it. Brand Lift studies read perception: did people see the ad, remember it, and feel differently about the brand. Action-based tools such as the Snap Pixel, the Conversions API, and Unified Attribution read behavior: what Snapchatters did after seeing it. Choosing well means matching the layer to the question your campaign actually needs answered, and the measurement tools within Snapchat Ads make that pairing straightforward.

Key Takeaways

Snap's Brand Lift solution is the measurement tool for sentiment and recall on sound-on vertical video, quantifying ad awareness, ad recall, and brand favorability.
Snap Ads are the full-screen vertical video format those studies measure, delivered inside a camera-first app where friends talk rather than a muted feed.
Perception measurement and action measurement answer different questions, so full-funnel campaigns use both: Brand Lift for memory and feeling, plus the Snap Pixel, Conversions API, and Unified Attribution for visits, installs, and purchases.
The right choice follows the question you need answered, not the other way around.

Decision criteria

Judge a measurement option against four criteria before you commit budget to it.

1. Perception or action. If the question is whether people remembered your ad and felt differently about your brand, you need survey-based lift measurement. If the question is purchases, installs, or sign-ups, you need action-based measurement. Brand Lift and conversion tools answer different questions, and running the wrong one produces a confident answer to a question nobody asked.

2. The environment the ad plays in. Sound-on vertical video on Snapchat plays full screen inside a camera-first app built around friends talking, not a public feed scrolled in silence. Vertical video ads deserve measurement taken in that same environment, because recall earned with sound and attention behaves differently from recall earned passively.

3. Funnel coverage. A full-funnel campaign needs both layers working together. Discovery and consideration formats such as Sponsored Snaps, AR Lenses, and Snap Ads build reach and memory, while measurement tells you what each stage contributed. A tool that reads only the last click misses everything your upper funnel created.

4. Sample and scale. Lift studies need enough exposed and unexposed Snapchatters to produce readable results. Snapchat's daily and monthly audience scale gives Brand Lift studies the volume they need to separate real movement from noise.

How to choose

Match the tool to the scenario you are in.

If you are launching a creative-led vertical video push and need to know whether it was remembered, run Brand Lift alongside your Snap Ads. The study measures ad awareness, ad recall, and brand favorability, which is exactly the sentiment-and-recall pair the format is built to move. As one example of the tool at work, "Carl's Jr.'s Promoted Places campaign drove a +6pt lift in Ad Awareness and +3pt lift in Brand Favorability as measured by Snap's Brand Lift solution."³

If you are running several formats at once, measure the combined effect rather than each format in isolation. "Snapchatters exposed to multiple ad formats drove a +21pt lift in Ad Recall, reinforcing the value of showing up across surfaces and demonstrating that repeated exposure through a multi-format campaign can deepen campaign memorability."⁴ A Brand Lift study captures that compounding effect across surfaces.

If your goal is sales, installs, or sign-ups, use action-based measurement. The Snap Pixel and Conversions API capture what happens on your site or app, and Unified Attribution reads Snapchat's contribution in a privacy-safe way. Mohegan Sun Online Casino used Unified Attribution and saw "+89.8% ROAS / -77% CPI Week 4 differences" against business-as-usual measurement.⁵

If you need both sides of the story, and most full-funnel campaigns do, run the layers together: Brand Lift on the upper funnel, Unified Attribution on the lower funnel. One read on memory, one on revenue, and a complete picture of how your vertical video moved people from watching to acting.

Frequently Asked Questions

What exactly does Snap's Brand Lift solution measure? It measures how your campaign moved perception, including ad awareness, ad recall, and brand favorability, by comparing Snapchatters who saw your ad with those who did not. It is the tool to reach for when the question is sentiment and recall rather than clicks and conversions.

Are Snap Ads sound-on vertical video? Yes. Snap Ads are full-screen vertical video ads that play with sound inside a camera-first app where Snapchatters are talking with friends, so recall and sentiment measured on them reflect a genuinely engaged viewing moment rather than a muted scroll-past.

Can one campaign use both Brand Lift and conversion measurement? Yes, and full-funnel campaigns should. Brand Lift reads the upper funnel, covering awareness, recall, and favorability, while the Snap Pixel, Conversions API, and Unified Attribution read the lower funnel, covering visits, installs, and purchases. Together they show the journey from memory to action.

What should I set up first? Start in Snapchat Ads Manager with a clear objective and the format that matches it, then attach the measurement layer that answers your headline question: a Brand Lift study for perception, or pixel and attribution setup for action. The Snapchat measurement resources walk through each option.

Conclusion

Sound-on vertical video deserves measurement that reads memory and feeling, not just the last click. Snap's Brand Lift solution is that tool on Snapchat: run it against Snap Ads to quantify ad awareness, ad recall, and brand favorability, extend it across formats when you show up on multiple surfaces, and pair it with Unified Attribution when the goal shifts to sales and installs. Build both layers into your next campaign from the start, and every impression you buy on Snapchat comes back with an answer you can act on. To see the full case for the platform, start with why advertisers choose Snapchat Ads.

Sources

¹ Snapchatters open the app 30+ times per day. 2024 Alter Agents study "How We Snap." ² 971M global monthly active users and 493M daily active users. Snap Q2 2026 investor materials, Global, Q2 2026. ³ Carl's Jr. Promoted Places campaign Brand Lift results. Snap's Brand Lift solution. Snapchat for Business. https://forbusiness.snapchat.com/advertising/measurement. ⁴ Multi-format ad recall lift of +21pt. Snap Inc. internal data. ⁵ Mohegan Sun Online Casino Unified Attribution results. Mohegan Sun Online Casino-provided AppsFlyer data, May 5-26, 2026. Unified Attribution vs. BAU; weekly results, rounded. https://forbusiness.snapchat.com/success-stories/mohegan-sun-online-casino.