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Jun212018

Google’ Adds New Tools to Meaure Impact of Creative Storytelling Videos on YouTube

Google in a bid to help creators better tell their stories, as well as test their creative variations and also measure the impact of their creative videos on YouTube has introduced a new set of tools.

The new features bundled under YouTube’s “creative suite,”uses AdWords reporting capabilities for conducting creative tests and help uncover insights.

Here is what’s offered under Creative Suite:

Video Experiments

A head-to-head testing tool in AdWords works with brand lift measurement let content creators measure the impact of creative on key metrics, such as “awareness, consideration, purchase intent” and more. “Cleanly segmented experiments run on YouTube at no extra cost beyond media investment,” stated Google.

Further Google says, the results are delivered in as few as three days after the video experiments start running.

The tool is launching in beta later this month.

Video Creative Analytics Reports

Google also rolling out new capabilities to generate reports on creative performance using AdWords easier.

The initial launch will help getting insights on how a creative captures the attention of different groups by providing “audience segmentation” to retention reports.

Google said, it plans to let users annotate key moments within a video, like logos or product shots, so you can see the percent of audiences saw those key moments.

This will help to understand how different creative elements influence campaign performance.

Director Mix

A new story telling feature called “YouTube Director Mix,” currently in alpha will offer an ability to create different versions of a base video, each with customizable elements that will assemble the right video to the audience segments.

The following elements can be set to swappable “customizing text, image, sound and video elements.”

Video Ad Sequencing

Lastly, also in alpha the new “Video Ad Sequencing,” lets you show a story in sequence. With this tool, brands can tell their story over a series of ads set in a specific order, or showcase their product message across multiple pieces of content.

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