You’re running a Google Video campaign with an awareness goal. You want to understand the extent to which your campaign shifts user perception or behavior. In addition to fundamental video metrics like “Video played to,” what measurement solution would you use?
- You’d use Viewability with Active View.
- You’d use Brand Lift.
- You’d use Reach Planner.
- You’d use Unique Reach and Frequency.
Explanation:
When running a Google video campaign with an awareness goal and seeking to measure metrics such as how many times people were served the ads and how many times they were served across devices and formats, the appropriate measurement solution to use is unique reach and frequency. Unique reach and frequency metrics provide insights into the unique number of individuals who were exposed to the ad and the frequency with which they were served the ad across various devices and formats. This allows advertisers to understand the extent of their campaign’s reach and how effectively it is managing ad frequency to avoid overexposure. By leveraging unique reach and frequency metrics, advertisers can gain valuable insights into the campaign’s performance in terms of audience reach and exposure, enabling them to optimize their targeting and ad delivery strategies for maximum effectiveness. While Brand Lift focuses on measuring the impact of the ad on brand perception and awareness, viewability with Active View assesses whether the ad was viewable on the screen, and Reach Planner forecasts the potential reach of the campaign, none of these solutions specifically address the need to measure how many times people were served the ads and how many times they were served across devices and formats. Therefore, unique reach and frequency metrics are the most suitable measurement solution for evaluating these aspects of a Google video campaign with an awareness goal, especially when fundamental video metrics like ‘Video played to’ have already been taken into account.
In addition to traditional video metrics like “Video played to,” you can use Brand Lift to measure the effectiveness of your video ads and understand the extent to which your campaign shifts user perception or behavior. Brand Lift focuses on metrics such as ad recall, brand awareness, and consideration. It’s available for in-stream and bumper ads bought via auction, but not for outstream and in-feed video ads. To use Brand Lift, you must create a Product or Brand that represents your advertised object, and Google will assist you in generating a set of survey questions to measure Brand Lift.
Read more here: https://support.google.com/google-ads/answer/9049825