Google partners with IRI for brand lift studies in Google Ads and DV360

Google’s brand lift solution is evolving. Google this month announced a partnership with IRI to make simpler for advertisers to measure and act upon upper- and lower-funnel metrics.

Google says that soon advertisers will be able to set up Brand Lift studies directly in Google Ads or Display & Video 360 and view reporting alongside your other ad metrics.

In addition to Nielsen Catalina Solutions (NCS) and Oracle Data Cloud, soon CPG advertisers will have the option to measure their YouTube media using IRI.

“Google chose IRI to offer its marketing mix solutions based on our continuous innovation and expertise serving consumer packaged goods (CPG), retail and over-the-counter healthcare markets. We are continuously investing in new data partnerships, new analytics solutions, and decision-support tools that enable brands, retailers and agencies to gain deeper insights more rapidly, which optimizes the impact of campaigns.”

Krishnakumar S. (KK) Davey, president of Strategic Analytics for IRI

Brand Lift surveys will be sent continuously throughout the duration of the campaign so advertisers can understand how your video ads are influencing viewer perceptions in near real time. Until now Google brand lift studies were made in a short period of time, normally at the beginning of the campaign.

According to Google, two new metrics were introduced:

  • Lifted users, the number of people who were influenced by your ad;
  • Cost-per-lifted-user, the cost per lifted user

New bidding type: Maximize Lift

Google will also launch a new bidding type: Maximize Lift. Maximize Lift is a new bidding strategy that uses Google’s machine learning and continuous brand lift measurement to help advertisers to reach people who are more likely to consider the brand after exposure to an ad.