If you’re running a Google Video campaign with an awareness goal and you wish to understand the extent to which your campaign shifts user perception or behavior, what measurement solution should you use, in addition to fundamental video metrics like “Video played to?”

1. You should use Reach Planner.
2. You should use Viewability with Active View.
3. You should use Unique Reach and Frequency.
4. You should use Brand Lift.

Correct Answer:

• You should use Brand Lift.

For a Google Video campaign with an awareness goal, you should use Brand Lift to understand the extent to which your campaign shifts user perception or behavior.

Explanation: Brand lift surveys, also known as perception surveys, allow you to measure the impact of your campaign on users’ brand awareness, consideration, and intent to purchase. These surveys are typically conducted online and are targeted to users who have been exposed to your campaign. By comparing the results of these surveys to a control group that did not see the campaign, you can understand how the campaign affected users’ perceptions of your brand.

Website conversion tracking, on the other hand, allows you to measure how many users who saw your campaign took a specific action on your website, such as making a purchase or filling out a form. By setting up conversion tracking on your website, you can see how many users who saw your campaign went on to complete a specific action. This can provide insight into the effectiveness of your campaign in driving users to take a desired action on your website.

Both of these methods, when used in conjunction with video metrics such as “Video played to,” can provide a more complete picture of the impact of your campaign on user perception and behavior.