Question: You’re planning to run a Google video campaign with a consideration goal, and you want to understand the extent to which your campaign influences viewer perception or intent for your product. Which measurement solution should you use?
- You’d use Brand Lift.
- You’d use Viewability with Active View.
- You’d use core performance metrics.
- You’d use Reach Planner.
The correct answer is: You’d use Brand Lift.
Explanation: Brand Lift is a powerful measurement tool that shows how a campaign impacts key brand metrics like brand awareness, ad recall, consideration, and purchase intent. It works by surveying viewers who saw the ad and comparing their answers with a control group who didn’t, revealing the exact lift in brand perception caused by the campaign.
Unlike basic video metrics such as views, clicks, or impressions, Brand Lift delivers actionable insights on how the campaign shapes consumer attitudes and drives purchase intent. With this data, advertisers can optimize video campaigns, focus on the messages and creatives that resonate most with their target audience, and adjust strategies to maximize engagement, influence, and ROI.
Using Brand Lift ensures that every campaign is guided by real consumer feedback, helping brands build stronger connections, improve conversion potential, and achieve their marketing objectives more effectively.