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?

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?

• Click-through rate metrics
• Conversion tracking only
• Ad view frequency metrics
• Brand lift studies

Explanation

For awareness-focused video campaigns, Brand Lift studies are the recommended measurement solution to assess changes in user perception and behavior. These studies provide insights into how your campaign influences brand awareness, ad recall, consideration, and favorability among viewers. Unlike standard video metrics such as “Video played to,” which measure engagement, Brand Lift studies capture shifts in audience attitudes and perceptions that indicate the broader impact of your campaign. By integrating Brand Lift studies, marketers can make data-driven decisions to optimize creatives, targeting, and messaging, ensuring that awareness campaigns effectively influence their audience’s perception and intent.