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?

Analysis of Correct Answer(s)

• Brand Lift is the correct measurement solution because it is specifically designed to measure the direct impact of your video campaign on user perception and behaviour. The question explicitly asks how to understand the shift in these areas, which goes beyond standard delivery metrics. Brand Lift uses methodologies like surveys and controlled experiments to measure changes in key branding metrics such as ad recall, brand awareness, and purchase consideration among users who saw your ads versus those who did not.

Analysis of Incorrect Options

• Reach Planner: This is a campaign planning tool, not a measurement solution for an active campaign's effectiveness. It helps you forecast potential reach and frequency before you launch your campaign.

• Unique reach and frequency: These are fundamental metrics that quantify how many people saw your ad and how often. While important for awareness, they don't measure the qualitative impact or the change in audience perception.

• Viewability with Active View: This metric measures whether an ad had the opportunity to be seen. It confirms exposure but does not provide any insight into how that exposure affected a user's opinion or behaviour toward your brand.