Google Brings YouTube Brand Lift Measurement To Mobile, Adds Metrics

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A year in, Google is bringing its brand lift measurement solution for YouTube ads to mobile and expanding metrics it measures to include lift in consideration, favorability and purchase intent.

With over half of YouTube’s traffic coming from mobile, Brand Lift measurement is now available for ads served on YouTube’s mobile app.

The new metrics captured in the surveys are aimed a telling advertisers more about how their ads resonated with users, including whether an ad broke through with consumers, increased brand awareness or favorability as well as a lift in purchase intent.

Google says that in the year since Brand Lift launched, it has conducted more than 10,000 survey studies on YouTube campaigns. In April it released aggregated results on its Google Preferred program, which features inventory on YouTube’s most popular channels, showing that 94 percent of YouTube ad campaigns saw an average ad recall lift of 80 percent.

A new report from eMarketer shows that mobile video advertising is 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 expected to reach 47.7 percent by 2019, compared to 72.2 percent 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.