The reason your colleague isn’t finding any significant results from the Brand Lift Study (BLS) for his client’s new audio ad Programmatic Guaranteed deal in Display & Video 360 is that Brand Lift can’t be measured for Programmatic Guaranteed deals.
- The Brand Lift report can’t show up instantly in Display & Video 360
- Brand Lift can’t be measured for audio ads.
- Display & Video 360 can’t support Brand Lift measurement.
- Brand Lift can’t be measured for Programmatic Guaranteed deals.
The correct answer is: Brand Lift can’t be measured for Programmatic Guaranteed deals
Explanation: Brand Lift Studies are valuable for assessing the impact of ads on consumer perception through metrics like ad recall, brand awareness, and consideration. However, not all ad formats are eligible for this type of measurement. Specifically, Programmatic Guaranteed deals do not support Brand Lift measurement, which explains the absence of significant results in the BLS. This is a known limitation where Programmatic Guaranteed Inventory is excluded from Brand Lift assessment in Display & Video 360.
Read more here: https://support.google.com/displayvideo/answer/9570506