Evaluate Performance with Awareness Measurement Solutions Flashcards
Why is measuring awareness campaign performance important?
It helps advertisers understand if their ads are reaching the right audience, being viewed, and influencing brand perception.
What are the three key measurement solutions for awareness campaigns?
- Unique Reach and Frequency – Measures audience reach.
- Active View – Measures viewability.
- Brand Lift – Measures changes in perception and ad recall.
What does Unique Reach and Frequency measure?
How many people were served an ad and how many times, across devices and formats.
What are the benefits of Unique Reach and Frequency?
- Simple: Measures actual people, not cookies.
- Complete: Covers devices, formats, and Google properties.
- Actionable: Helps optimize audience reach.
What is Active View?
Google’s technology for measuring viewability, determining if an ad had the opportunity to be seen.
How does Google define a viewable video ad?
At least 50% of the ad’s pixels must be visible for at least 2 seconds.
What are the benefits of Active View?
- Seamless: Integrated into Google Ads and other platforms.
- Simple: No tagging required and free to use.
What does Brand Lift measure?
Changes in brand awareness, ad recall, and perception based on audience surveys.
What are the benefits of Brand Lift?
- Robust Design: Uses randomized experiments to measure ad impact.
- Actionable: Provides data on effectiveness and efficiency.
- Accessible: Can be set up and viewed anytime.
Which measurement solution should you use to determine if your campaign reached your audience?
Unique Reach and Frequency
Which measurement solution should you use to determine if your ad had the opportunity to be seen?
Active View
Which measurement solution should you use to determine if your campaign increased awareness?
Brand Lift
Why should advertisers track “Video played to” metrics?
It helps measure viewer engagement and identify the most effective ads.
