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?

To run 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.

• Viewability reports
• Conversion lift studies
• Reach and frequency reports
• Brand lift studies

Explanation

When running a Google Video campaign with an awareness objective, Brand Lift studies are the best measurement solution. They help you determine how your campaign influences user perception, awareness, and intent by comparing exposed and unexposed audiences. This insight helps advertisers understand the real impact of their video ads on brand recall, favorability, and consideration, providing clear data on how effectively the campaign drives awareness and shapes audience behavior.