Google announced new capabilities in Display & Video 360 that enable marketers to gain a better understanding about their video ads, whether ads were seen, number of people who have viewed and how often viewed.
First, Google expanded Brand Lift metric beyond YouTube to all video advertising across its media properties for an easy measuring impact of video ads on metrics, such as brand awareness, ad recall, and consideration.
The new tool will also let measure number of searches impacted by video ads on Google Search and YouTube.
Using this tool marketers can even segment reports by audiences, creatives, and publishers to better know what’s working. And, let them optimize campaigns while mid-flight.
Brand Lift studies are now only available via Google account team.
Google says marketers will be able to set up Brand Lift studies self-service as well as see Brand Lift reporting right in Display & Video 360 alongside metrics for all display and video ads in the “coming months.”
Other new ways to measure from impression to impact in Display & Video 360:
Custom Metrics with Active View
Advertisers will be able to set up custom metrics by selecting criteria, like “percentage of an ad on-screen, and the amount of time for an ad to be visible” to count as an impression. These metrics get reported within hours for all video campaigns.
Custom metrics are in addition to the MRC accredited reporting based on MRC viewable impressions, as well as advanced audibility and visibility metrics that are already available in Display & Video 360.
Here is a GIF that shows Display & Video 360 active view:
Unique Reach Reporting
Using this report advertisers can measure a number of unique visitors along with average impressions-per-user from display and video ads.
Since metrics are de-duplicated across devices, campaigns, inventory, and formats, it helps to see them “how many people and how often they reach to people.”
A lookback window of up to 3 months along with the campaign and site level reporting, helps to know which campaigns and sites are driving the greatest reach.
“With more intelligent metrics covering viewability, reach, and brand perception change across campaigns, marketers have the information they need to create more relevant, useful, and impactful experiences for consumers,” Google wrote.
Also announced were additions to the MRC accreditation of YouTube video ad impressions and viewability metrics for desktop, mobile web, and mobile in-app in Google Ads, Google Marketing Platform (Display & Video 360 and Campaign Manager), and Google Ad Manager.
MRC accredited metrics includes clicks, served impressions, viewable impressions and invalid traffic detection and filtration. See the below for MRC accredited metrics:
Google also reported progress with Google Measurement Partners for viewability, brand safety, and Unique Reach reach reporting on YouTube in Google Ads.
Google Measurement Partners update includes:
- Progress on MRC accreditation for third-party viewability reporting of YouTube data feed for video viewability reporting with DoubleVerify and Integral Ad Science (IAS, DV),
- An expanded beta of Brand Safety reporting with IAS and DoubleVerify,
- and new markets for YouTube’s integration with Nielsen for mobile in-app measurement to Australia and Italy (AU, IT) .
- Partnerships for reach measurement now include Nielsen, comScore, Kantar, and soon, Meetrics.
Lastly, Google is also announcing “video partners” that gives advertisers access to high-quality publishers beyond YouTube and across the web and mobile apps to serve their video ads.
Google video partners inventory is accessible via the Google Ads and Display and Video 360. It’s also integrated into planning and measurement capabilities, including Reach Planner, Unique Reach, and Active View.
Advertisers can select a range of video formats, including TrueView in-stream, 6-second bumper ads, and outstream video ads for their Google video partners campaigns.
An image below shows, video ads on Google video partners:
Video ads are delivered on Google video partners within a video player or as an interstitial (mobile apps only) on computers, tablet, mobile web browsers, and mobile apps.
“With Google video partners, we make it easier for you to extend the reach and impact of your video advertising with access to high-quality publishers across the best of the web and apps.”
Citing Brand Lift studies across devices on YouTube and Google video partners, Google notes that video partners play an important role in maximizing the reach and impact of video campaigns. “We observed that ad impressions on Google video partners resulted in as much lift, in Ad Recall as ad impressions on YouTube, and were as cost-efficient. ”
Advertisers need to contact their Google account manager to add Google video partners to YouTube campaigns.