Google introduces Brand Lift survey tool on YouTube

The tool helps brand managers to measure campaign impact in real time.

Online search giant Google has launched Brand Lift survey tool on its streaming platform, YouTube, which allows brand managers to measure the impact of their advertising on brand awareness, ad recall and brand interest, based on fast, accurate survey data and search trends collected directly from the target audience in a matter of days.

As per an official note, companies like Star India, Carwale, Nestle and J&J India have used this survey for their brand campaigns.

Also read - YouTube for Social Marketing and Commerce, Explained

While online has always been a measurable medium and easy to calculate ROI on ad spends by measuring clicks and impressions, advertisers focussed on brand advertising have struggled to measure the impact of their brand campaigns. With the rise of online video, there has been a big focus on improving measurement for brand campaigns.

YouTube introduced True View ad formats which allowed advertisers to pay only if someone agreed to watch the campaign, and taking this a step further, brands are now using online survey tools to capture and measure increase in brand awareness, ad recall and overall brand interest.

Within a few months of its launch, hundreds of brands in India have leveraged the Brand Lift survey tool on YouTube and have gained from it tremendously.