Brand Metrics is extending brand lift measurement to in-stream and out-stream video, using the same methodology already used for display.

The problem

Video budgets have historically been judged on delivery, whether an ad was served, how many completed views it achieved, rather than the brand outcomes it created. That leaves a gap for a channel that increasingly commands some of the largest shares of a media plan.

The idea

Brand Metrics now measures brand lift for in-stream and out-stream video, using the same single-question methodology already used across display. The approach captures whether a campaign genuinely shifted awareness, consideration, preference and action intent, rather than relying on delivery metrics as a proxy.

How it works

Exposure is captured through VAST tracking events and quartile completion data, so measurement reflects how much of an ad was actually seen, not just that it was served. The same integration path extends to CTV inventory, alongside standard web and app video environments.

The benefit

The result is brand outcome measurement on the same terms as display, using the same reporting surface advertisers already know, so video's brand impact can finally be compared directly against every other channel in the plan.

Next step

Video measurement is available now for web and app inventory, extending to CTV. Speak to your Brand Metrics representative to get it added to your account.

/Product Team
Brand Metrics