If you’re running a Google Video campaign with an awareness goal and you wish to understand the extent to which your campaign shifts user perception or behavior, what measurement solution should you use, in addition to fundamental video metrics like “Video played to?”

Brand Lift measures the direct impact of your video ads on brand perception and behavior, such as ad recall, brand awareness, consideration, and purchase intent. This directly addresses the goal of understanding how your campaign shifts user perception or behavior, making it the most suitable solution for an awareness campaign. Reach Planner helps estimate the reach and frequency of a campaign before it runs, not measure its impact. Viewability with Active View tracks if an ad was actually seen, which is a fundamental metric but doesn't assess perception shifts. Unique Reach and Frequency measure how many unique users saw your ad and how often, which are also fundamental metrics but don't gauge brand impact.