[SMK] Social Media Knowledge


New Display & Video 360 Metrics: Reach, Lift & More

Through Active View and Display & Video 360, Google is set to let users access a broader range of metrics about their online ads.

Unique reach & brand lift

A couple of new metrics are making their way to the Display & Video 360 interface, including Unique reach & brand lift.

Unique Reach will let marketers measure the number of unique users and average impressions-per-user earned by each display and video ad.

Elsewhere, Google reps have also said that users will soon be able to set up and see the results of brand lift studies in Display & Video 360.

DIY impact measures

While the key standardised metrics will remain baked in to the Display & Video 360, advertisers will also be able to make tweaks to get a unique perspective that’s suits their exclusive needs.

Google gives the example of a custom criteria ‘such as the percentage of the ad that must be on screen and the amount of time an ad must be visible to count as an impression.’

This appeal to folks who want truly bespoke reporting comes at the same time as Google boasts that their standard metrics are now accredited by the MRC. Thus, Google bookends the spectrum.

Does Google’s ever-evolving set of metrics and reporting features give them an edge as preferred ad platform, or are they running just to stand still next to Facebook?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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