You're planning to run a Google video campaign with a consideration goal, and you want to understand the extent to which your campaign influences viewer perception or intent for your product. Which measurement solution should you use?

Analysis of Correct Answer(s)

• Brand Lift is the ideal solution for this scenario. It is specifically designed to measure the effectiveness of a video campaign by quantifying its impact on viewer perception and intent. It uses surveys and controlled experiments to assess metrics such as ad recall, brand awareness, and purchase consideration, directly answering the question of how your campaign influenced your audience.

Analysis of Incorrect Options

• Viewability with Active View: This metric confirms whether an ad had the opportunity to be seen. It measures visibility, not the ad's persuasive impact or its effect on a viewer's attitude towards a brand.

• Core performance metrics: These metrics, such as views, view-through rate (VTR), and clicks, measure user interaction and engagement. While valuable, they do not directly measure shifts in brand perception or purchase intent.

• Reach Planner: This is a campaign planning tool used before a campaign runs. It helps forecast potential reach and frequency but does not measure the actual results or impact on brand perception once the campaign is live.