Evaluate Performance with Consideration Measurement Solutions:

Question 1

What is the goal of measuring a consideration campaign?

Answer 1

To assess interest, engagement, and intent by tracking views, cost-per-view, and Brand Lift metrics.

Question 2

What are the two main measurement approaches for consideration campaigns?

Answer 2

1. Core Performance Metrics – Tracks views and cost-per-view (CPV).
   
   2. Brand Lift Metrics – Measures changes in brand consideration, favorability, and purchase intent.

Question 3

What are the two key Core Performance Metrics?

Answer 3

• Total Views – Number of times users watched at least 30 seconds of the video or engaged with it.
  
  • Average CPV (Cost-Per-View) – The average amount paid per view.

Question 4

What does Total Views indicate?

Answer 4

The number of people who engaged with the video ad, helping measure reach and interest.

Question 5

What is Brand Lift?

Answer 5

A measurement tool that assesses the direct impact of video ads on consideration, favorability, and purchase intent through surveys and search analysis.

Question 6

What three key metrics does Brand Lift track?

Answer 6

1. Consideration Lift – Measures if viewers are more likely to consider a brand.
   
   2. Favorability Lift – Measures shifts in brand perception.
   3. Purchase Intent Lift – Assesses if users are more likely to buy.

Question 7

Which measurement solution should be used to track if users watched the ad?

Answer 7

Core Performance Metrics – Total Views & Cost-Per-View (CPV).

Question 8

Which metric should be used to determine if the campaign influenced brand consideration?

Answer 8

Consideration Lift (Brand Lift).

Question 9

Which two metrics indicate a shift in consumer perception or buying intent?

Answer 9

Favorability Lift and Purchase Intent Lift