Google Adds New Measurement Features To AdWords For VideoBy: Chris Crum - January 30, 2013
Google announced the launch of several new measurement features for AdWords for Video designed to bring some consistency among video ad reporting and other forms of media.
One of the features is Reach & Frequency reporting. AdWords For Video will now show you reach and frequency metrics in the campaign reporting interface.
“These metrics give you more insight into how many unique viewers have seen your ad and the average number of times they’ve seen it, helping you better measure against other media such as TV,” says YouTube product manager David Tattersall. “To view these metrics on a campaign, ad or targeting group level, just click on Columns >> Customize Columns and look under the Performance section.”
There’s also a new Column Sets feature, which groups metrics by marketing objective. If you select Branding, you can see how broadly a video has been viewed, with unique viewer average view frequency and average impression frequency data. If you choose Website Traffic and Conversions, you can see website traffic, number of conversions, cost-per-conversion and conversion rate. If you select Audience, you can see follow-on subscribers and follow-on views. If you pick Views, you can see follow-on views and unique viewers.
There’s also a new GeoMap feature if you click “Map View”.