Portland SEO's Augusto Beato lauded Google for enhancing Youtube's brand lift platform that makes it simpler for advertisers to measure and act upon upper- and lower-funnel metrics.
The enhancement will allow marketers to set up brand lift studies inside of its Display & Video 360 or Google Ads products, and view that data alongside other ad metrics.
Also included in the improvement is the addition of two new metrics: the “lifted users”, which measures the number of people influenced by an ad, and the “cost-per-lifted-user”, meant to optimize cost-efficiency and effectiveness.
The company will also add IRI to its list of measurement partners, allowing CPG companies to measure their campaigns.
"Brand lift has become a reliable and important measuring tool, as it relies on human feedback and avoids fraud," said Beato, who is the CEO of Portland SEO.
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As opposed to clicks and impressions, this brand lift study resulted in real-time positive feedback from consumers.
Beato added that due to increased digital advertising fraud, it has become more difficult to validate ROI.
Furthermore, brand lift provides direct feedback from consumers in days, not months, allowing companies to understand how their ad is changing perceptions in real time.
As Vishal Sharma, vice president, product management for YouTube Ads, explains, “video storytelling isn’t just about driving short-term campaign wins—it’s also about driving measurable results at every stage of the consumer journey.”
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