You’re running a Google video campaign with an awareness goal. You want to understand the extent to which your campaign shifts user perception or behaviour. In addition to fundamental video metrics like ‘Video played to’, what measurement solution would you use?

Brand Lift is the most appropriate measurement solution because it directly quantifies the impact of your video campaign on brand perception and behavior, such as ad recall, brand awareness, and consideration. This aligns perfectly with an awareness goal. While "Video played to" provides engagement metrics, it doesn't measure brand impact. Viewability with Active View measures whether an ad was seen, not its effect on perception. Reach Planner helps estimate reach and frequency before a campaign, and unique reach and frequency measure audience size and exposure, but neither directly assesses shifts in user perception or behavior.