Question:You’re planning to run a Google video campaign with an awareness goal, and you want to understand the extent to which your campaign shifts user perception or behaviour. In addition to fundamental video metrics such as ‘Video played to’, which measurement solution should you use?
- Viewability with Active View
- Brand Lift
- Reach Planner
- Unique Reach and Frequency
The correct answer is:Brand Lift
Explanation: When running a Google Video campaign with an awareness goal, it’s important to measure its impact on brand perception and consumer behavior. Using Brand Lift measurement is the best way to do this. Brand Lift provides valuable insights into how your campaign connects with your audience, showing whether it successfully improves brand awareness, changes user perception, or influences purchase decisions. With Brand Lift, marketers can track key metrics such as ad recall, brand consideration, and purchase intent. This helps you understand if your campaign is meeting its awareness objectives. Unlike basic video metrics such as ‘Video played to’, Brand Lift offers actionable data on how your ads affect audience attitudes and buying intentions, so you can refine your strategy and achieve better marketing results.