New Tools to Connect and Measure YouTube Ads Impact Announced

New Custom Affinity Audiences, Director Mix and more tools to help capture the attention of audience on YouTube launched.

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With latest research suggesting that people are now more likely paying attention to online video ads vs. television ads, and YouTube ads getting nearly 2x more attention than other social media, Google on Monday, announced four new tools to help capture audiences' attention more on YouTube.

Helping brands reach the right audiences by delivering more relevant, useful ads on YouTube, Google introduces 'Custom Affinity Audiences' to potentially reach people based on their searches, or kind of places and apps they like.

Create custom creative at scale using new 'Director Mix,' a simplified process of creating different versions of same creative tailored for each audience. "Just provide building blocks of your video ad, like different voiceovers, background and copy, and the system will create thousands of versions to match your various audience segments," writes google.

New 'Video Ad Sequencing' in AdWords Labs lets you architect an ad experience that unfolds over time as you can string together ad creative. For example, "start with a fifteen-second TrueView ad to build awareness, then continue with a longer spot that communicates product attributes, and then follow with a six-second bumper ad to keep top-of-mind and drive to purchase," google explained.

And, finally, new ways to measure sales lift rolls out today, introduces a new geo-based solution called 'Nielsen MPA (Matched Panel Analysis),' that offers a fast, media-agnostic way to determine which online ads drive offline sales. With Nielsen MPA, CPG clients can measure video alongside other Google media.

Additionally, Oracle Datalogix ROI is exapnded in the US, now include six-second bumper ads, so that brands can more comprehensively measure their YouTube campaigns.