Kevin 启动了一项以视频广告为主的推广活动，旨在提升品牌在新目标客户中的认知度。他打算利用展示量来证明其营销效果。他应该使用哪种归因模型？

Initial touch attribution is the most suitable model for Kevin's campaign because his goal is to increase brand awareness among new target customers. This model credits the very first interaction a user has with the brand, which aligns perfectly with measuring how many new potential customers were initially exposed to his video ads and became aware of the brand. Last touch attribution would be less effective as it credits the final interaction before a conversion, which isn't Kevin's primary goal. Layered attribution, while useful for understanding the customer journey, is too complex for a simple awareness objective and doesn't specifically highlight the initial exposure as effectively as initial touch.