You're planning to run a Google video campaign with an awareness goal, and you want to measure the following: how many people were served your ads and how many times they were each served across devices and formats. In addition to fundamental video metrics such as 'Video played to', what measurement solution should you use?

Analysis of Correct Answer(s)

• Unique reach and frequency is the correct solution because it directly measures the specific metrics requested for an awareness campaign.
  • Unique Reach counts the total number of individual users who saw your ad, answering "how many people were served your ads".
  • Frequency reports the average number of times each unique user saw your ad within a specific period, answering "how many times they were each served".
  • These metrics are essential for understanding the breadth and repetition of your message and work across devices and formats as required by the question.

Analysis of Incorrect Options

• Brand Lift: This measures the impact of your ads on brand perception (like ad recall and purchase intent) through surveys. It gauges effectiveness rather than the delivery metrics of reach and frequency.
• Reach Planner: This is a planning tool, not a measurement solution for a running campaign. You use it before a campaign to forecast potential reach and frequency based on your budget and targeting, not to measure actual results.
• Viewability with Active View: This measures whether an ad impression was actually viewable on screen. While important for awareness, it focuses on the quality of an impression, not the count of unique people reached or the frequency of exposure.