DoubleClick made several improvements on Thursday, to YouTube buying and reporting, that makes it easier to understand how viewers are engaging with brand across all of your media strategies, and also aligning YouTube and cross-exchange buys under one roof.
First up, two new YouTube formats in DoubleClick Bid Manager are made available to drive awareness and consideration including:
Bumper ads, a 6-second non-skippable YouTube's video format great for driving upper-funnel brand impact at an efficient CPM and in a mobile-friendly way.
Second, TrueView Shopping ads in beta, lets you add product details from Google Merchant Center account to video ads on YouTube, making it easier for viewers to engage and learn more about products.
The team also enhanced reporting that soon will "automatically track YouTube TrueView campaigns bought through DBM with pixels from DoubleClick Campaign Manager." This will eliminate waiting for support to manually set them up.
The automated tracking offer substantial enhancements to TrueView reporting across the DoubleClick suite including:
- Enhanced conversion tracking in DBM lets you npw measure de-duplicated conversions across YouTube TrueView and cross-exchange inventory.
- Brand metrics now include: standard VAST, viewability, audibility and visibility metrics, to help you track additional brand metrics in DoubleClick Campaign Manager for TrueView and cross-exchange buys. See the screenshot below:
- Automated TrueView attribution in DCM's reports automatically, helping to compare different models of assigning credit to TrueView campaigns (e.g. last interaction, first interaction, linear and time decay).
- TrueView data in Campaign Manager data transfer files, lets you extract raw data and complete custom analyses, or export data into Data Studio to build advanced dashboards and visualizations. "This allows you to determine campaign effectiveness across media and can inform your strategy for future campaigns," the team said.
Google today said that in the coming weeks, they will give brands more control over where their ads appear across YouTube and Google Display Network.
To this end, they've already begun a thorough review of ads policies and brand controls, in addition to a wide variety of tools already available to advertisers and agencies helping them control over where their ads appear, such as topic exclusions and site category exclusions.
"with millions of sites and 400 hours of video uploaded to YouTube every minute, a very small percentage of ads appear against content that violates our monetization policies. We promptly remove the ads in those instances," the team said.
At the same time, millions of dollars and thousands of people every year work to stop bad advertising practices. Just last year the team removed, "nearly 2 billion bad ads from the systems," and "over 100,000 publishers from AdSense program," and also "prevented ads from serving on over 300 million YouTube videos," added the team.
In other YouTube news, Google is ending Annotations Editor, to continue working with new mobile-friendly tools that lets you poll audience, link to merchandise, recommend videos, and more, called "Cards" and "End Screens".
Google notes, as adoption of End Screens and Cards has grown, the use of annotations has decreased by over 70 percent. For this reason, "the time has come to discontinue Annotations Editor."
Adding, it said, "effective May 2, existing annotations can only be deleted, however they will continue to show when using a desktop computer."
Cards and End Screens are even better over time with following enhancements:
- Cards now link to videos within a playlist.
- End Screens can now be import from other videos and use smart elements.
Finally, improvements to video file attachments in Gmail with video streaming rolled out to desktop users makes of previewing video attachments in Gmail much smoother and quicker.
Now, when an email with video attachments is open, "a thumbnail of the video with ability to stream it, right from inside Gmail" appear.