Google has introduced new capabilities to help advertisers with effective video storytelling and drive more conversions for their YouTube ads.
Announced at the Advertising Week New York, today the new features combine the power of creative solution of YouTube advertising platform with machine learning (ML) and measurement solutions offered by Google Ads.
New capabilities range from discovery to click, include:
Video Ads Extensions
Advertisers will soon be able to help viewers take action by making video ads more actionable with a variety of ad extensions.
Similar to Search ads extensions marketers can add more useful information to video ad to drive more conversions by encouraging users to complete lower-funnel actions, such as downloading an app, finding movie showtime, or booking a trip.
In the example image below, Google shows a new ad extension used to show the next movie showtime:
These additional extensions join already available location and form extensions for TrueView in-stream ads.
Measurement Solutions for Video Campaign
By evolving Brand Lift solution for YouTube ads Google is making it easier for advertisers to measure and act upon upper and lower-funnel metrics.
Google will soon allow advertisers to set up Brand Lift studies directly in Google Ads or Display & Video 360, enabling them to conveniently see reporting alongside other ad metrics.
Advertisers will get Brand Lift surveys throughout the duration of a campaign to help them understand how video ads are influencing viewer perceptions in near real-time.
Additionally, Brand Lift studies will include two new metrics:
- Lifted users, the number of people influenced by an ad,
- Cost-per-lifted-user metric will let advertisers optimize their campaign’s effectiveness and cost-efficiency.
Google Ads recommend advertisers to use Maximize Lift bidding for making most out of these new measurement tools.
Lastly, Google is ramping up investments in its Measurement Partners to make sure advertisers can measure YouTube media with measurement solutions that meet a stricter set of standards.
Additionally, CPG advertisers can soon use IRI in addition to Nielsen Catalina Solutions (NCS) and Oracle Data Cloud to measure the offline impact of YouTube media.
These offerings complement geo experiments with Nielsen MPA.