Google Wants To Measure Brand Awareness

Google is looking at ways in which it can measure brand awareness through search. Whilst the exact plans have been kept under wraps, Gary Illyes from Google explained in an interview with Marketing Land that whilst it was difficult for the company, it was looking into how it could measure brand mentions. Illyes said “we are thinking about how to measure it in aggregate”, adding that Google's user experience teams were working on a solution. This news comes as Google's brand lift programme continues to measure the impact of video campaigns on YouTube, looking at brand awareness and ad recall. Brand lift provides companies with the collected data, whilst also showing the effect of YouTube ads on purchase intent, and other metrics.