Google on Wednesday announced a metric that enables marketers to measure how video ads impact the number of searches on Google Search and YouTube, and gain a better understanding of the number of people who have viewed the ad and how often it has been viewed.
It's part of a strategy to expand Google's Brand Lift metric beyond YouTube to all video advertising across its media properties.
The tool, announced Wednesday, allows marketers to segment reports by audiences, creatives, and publishers to better understand what’s working. These insights enable marketers to optimize campaigns while running.
There also were other metrics announced for Display & Video 360 measured by Google’s Active View. The metrics are based on the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) definition of viewability as the minimum requirements across display and video ads.
Luke Hedrick, senior product manager, Display & Video 360, in a post details new ways to measure video ads based on the ability to view the ad, reach the consumer, and brand lift in Display & Video 360. Nestle is one of the brands testing the brand lift tool.
The MRC announcement includes accreditation for clicks, served impressions, viewable impressions and invalid traffic detection and filtration for Google Ads, Google Marketing Platform, and Google Ad Manager.
Google Measurement Partners update includes progress on MRC accreditation for third-party viewability reporting of YT (IAS, DV), expanded beta of Brand Safety reporting with IAS and DoubleVerify, and new markets (AU, IT) for Nielsen mDAR.