Google is initiating to roll out its brand lift measurement solution for YouTube ads to mobile. They are also going to expand metrics it measures to include lift in consideration, favorability and purchase intent. With more than half of the YouTube’s traffic coming from mobile, Brand Lift measurement is now made available for ads served on YouTube’s mobile app.
New metrics that are captured in the surveys aim to tell the advertisers about how their ads resonated with users, which also includes that whether an ad broke through with consumers, increased the brand’s awareness or favourability and a lift in purchase intent.
Google is said to have conducted over 10,000 survey studies on YouTube campaigns in the year since Brand Lift got launched. On its Google Preferred program, in April, Google released aggregated results that featured inventory on YouTube’s most popular channels, which went on to show that 94% of YouTube ad campaigns saw an average ad recall lift of 80%.
eMarketer rolled out a new report that shows mobile video advertising as the fastest growing digital ad format in the US, but that advertiser investment in mobile video lags behind that of desktop video. Mobile’s share of video ad spend is speculated to reach 47.7% by 2019, compared to 72.2% of total digital ad spend. The report cites a lack of consensus over metrics as well as uncertainty over whether mobile web or in-app channels are better for particular messaging goals; two areas Google is aiming to address with this latest update.Google To Bring Brand Lift Measurement For YouTube Ads To Mobile!,