When it comes to measuring results, here’s the good news: the love affair with the “view” is long gone – although some agencies admit that they’re still convincing their clients that the view counter is merely a vanity metric. And here’s some even better news: more and more brands are looking closely at metrics which measure attention and engagement (e.g. dwell time, completed views and interactions).
Even if a brand’s primary goal for online video advertising is increasing brand awareness, then as I reported back in September, video marketers can use Google’s Brand Lift surveys to measure brand awareness, ad recall and brand interest among users who saw their ad versus users who did not see their ad.
And Brand Lift provides actionable insights into what happens between exposure and conversion. Google recently introduced additional metrics to tell you how your ad resonates at the later stages of the purchase journey including consideration, favorability, and purchase intent. And unlike other solutions that can take months to provide limited results, Brand Lift gives actionable insights in a matter of a few days so you can adjust your campaigns in near real-time. Brand Lift also links your advertising to lift in organic searches on Google.com and YouTube.com so you can see what impact your ads have on driving interest in your brand and products.
Since launching Brand Lift in 2014, brands have run more than 10,000 studies across display and video advertising on desktop, mobile, and tablet providing a wealth of actionable insight. For example, Mondelēz International was faced with the choice of deciding between two creative versions of an ad for a new flavor of Trident in Brazil. So, Mondelēz tested both versions, and then exclusively ran the winning ad with ad recall jumping 23% higher for this top version.
And Nissan in Canada learned that their ads for its micromodel resonated more with women in two age groups: 25 to 34 and 45 to 54. As a result, they were able to shift their media targeting to drive greater impact.
And these results aren't unique to Nissan and Mondelēz. In analyzing over 50 Google preferred studies, 94% of brands have seen a lift in ad recall, with an average lift of 80%. And an analysis of over 800 brand lift studies showed that 65% of brands were able to drive a lift in keyword searches on Google.com with an average lift of 13%. In other words, Google’s Brand Lift lets video marketers measure every moment that matters.