Question: 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?
- Viewability with Active View
- Brand Lift
- Reach Planner
- Unique reach and frequency
Explanation
Brand Lift is used to measure how a video campaign changes user perception or behavior after ad exposure. It can measure outcomes such as ad recall, awareness, consideration, favorability, and purchase intent. This makes it suitable when fundamental video metrics do not fully explain brand impact. Google compares responses from exposed and control groups to estimate the lift caused by the campaign.
Why the other options are incorrect
Reach Planner is for forecasting reach and frequency before media runs, not measuring perception shifts.
Active View measures viewability, not changes in brand perception or user behavior.
Unique reach and frequency shows how many people were reached and how often, not whether perception changed.
Source for verification
https://support.google.com/google-ads/answer/9049825
https://support.google.com/google-ads/answer/14097991
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Video Certification" page.