For which of the following scenarios would Google's experimentation tool be helpful?

Analysis of Correct Answer(s)

Google's experimentation tool is ideal for A/B testing, where you compare two or more variations of an asset to see which performs better. The scenario of comparing existing TV creative to a version optimized using the ABCD framework (Attention, Branding, Connection, Direction) is a classic creative experiment.

This approach allows you to: - Isolate the creative as the single variable being tested. - Gather empirical data on which ad version is more effective at driving key metrics (e.g., brand lift, view rate) on YouTube. - Make data-driven decisions to improve your campaign performance.

Analysis of Incorrect Options

• Compare how two key audiences respond to two different video ads: A proper experiment should ideally test one variable at a time. Testing two different audiences and two different ads simultaneously makes it impossible to determine whether performance differences are due to the creative or the audience.

• Compare how the same audience responds to the same ad at different points in time: This is a longitudinal analysis, not a creative experiment. It measures performance trends over time, which can be influenced by external factors like seasonality, not the relative effectiveness of the creative itself.

• Compare how the same ad performs on TV compared to YouTube: Google's experimentation tools operate within the Google Ads platform. They cannot be used to conduct a direct, controlled comparison with an external, offline channel like traditional television. This would require a separate cross-media measurement solution.