Tag Archives: Video Ads

Balance your spend across YouTube and TV with Reach Planner

YouTube is focused on helping brands reach their audiences and drive business impact. That’s why we launched Reach Planner in April 2018 to give advertisers a better way to plan their YouTube and video media. To help make it even easier for users to for users to discover the optimal mix of TV and YouTube to maximize the reach of a video based media plan, today we’re launching  Nielsen TV Data in Reach Planner. Now you can see how different distributions of spend on TV and YouTube can affect your reach.

Using this together with Nielsen Total Ad Ratings (TAR), you can compare YouTube and TV reach from the planning stages through to post campaign reporting.


With audiences shifting to digital, it’s important to plan TV and digital together

With audiences shifting to digital, it’s important to plan across channels. According to Nielsen, there are thirty one percent fewer available weekly 18-49 GRPs across broadcast and cable television compared to just five years ago. TV’s decline in reach to 18-49 year olds now requires a forty six percent increase in frequency for marketers to achieve the same GRP levels.1
ASI graph blog post_v01 (1).jpg

Advertisers can offset this decline and grow their business by adding YouTube to their overall video plan. Across the 20 Total Ad Ratings (TAR) studies we’ve commissioned with Nielsen, YouTube has consistently driven incremental reach at a more balanced frequency compared to TV.2


Get started in Reach Planner

By adding Nielsen TV data to Reach Planner, advertisers can optimize their mix of TV and online video to maximize reach, balance frequency, and reduce waste.  Advertisers can also change the mix of YouTube formats to see the effect on the overall campaign.

TV Data in Reach Planner is available to all users of Reach Planner in the US. This feature will be available in more countries in 2020.

To get started, reach out to your Google team to get TV Data in Reach Planner enabled for your planning team.


1. Nielsen, NTI, U.S., Npower Reach & Frequency Report, Sept. 30, 2013–Oct. 27, 2013 vs. Oct. 1, 2018–Oct. 28, 2018.

2. "Nielsen Total Ad Ratings (TAR) Meta Analysis, including all 20 TAR US studies inclusive of YouTube in-app traffic commissioned by Google running from January 2018 to March 2019 across desktop, mobile and TV. Incremental Reach Value calculated as YouTube’s on-target incremental reach / YouTube’s Total on-target Reach. Standard Deviation 22%. On Target Frequency calculated as On Target Impressions / On Target Reach. Standard Deviation 6.5

Shaping ad experiences to an evolving YouTube viewership

Think back … can you remember the first time you heard about YouTube? Or even better–can you recall the first video you watched? It’s a fun parlor game we YouTubers sometimes play–and an occasion to reflect on how far the platform has come since its earliest days.

And for those of us who have been on the ads team for more than a few years, it’s particularly remarkable to think about how our ad products have changed as well. Back when we introduced TrueView 9 years ago, people entered the site typically from a link and typically on desktop, watched a short form video and then left to do other things. In fact, desktop represented 90 percent of all YouTube usage in 2010. The appetite for in-stream ad experiences was extremely low in these contexts, which prompted us to introduce a skippable video format that put the choice to view an ad in the hands of the user. Advertisers only paid if viewers watched the complete ad or 30 seconds if longer, so it was a win-win.

In the years since then, YouTube has grown to accommodate not only diverse content types and audiences, but also a new diversity of viewing patterns. In 2016, mobile viewing eclipsed desktop, and in 2019 TVs are our fastest growing screen. Today, viewers may just as readily binge six or seven short videos on their mobile phone, before they switch on YouTube on their TV and watch several hours of longer form video.

In short, YouTube viewing has evolved to serve seemingly divergent consumer mindsets – active browsing sessions where they discover new content and more longer, more leaned-back sessions. This has required a reconsideration of how we serve ads in each of these varied contexts.

Our mission as an ads team is to build the right ad experience for each of these contexts – from active discovery through to more leaned-back sessions:

Dual Modality.jpg

Ad innovations to match viewer modes

The changing ways people watch YouTube also means that a view has different value in different contexts. This is why we continue to develop additional metrics beyond views and view-through rate–like Brand Lift, or direct actions and conversions – to quantify ad impact, while also developing new ad formats that are matched to viewing patterns and advertiser goals. While we work on these new ad experiences, our priority is to align pricing with anticipated advertiser value.

This led us to introduce Smart Pricing over a year ago, which aligns media costs with anticipated value of a given context. For example, if we know a user is watching content in a longer, TV-style session – we will price those ad impressions according to what our effectiveness models indicate is the typical value of that type of viewing mode. Smart Pricing delivers better results for advertisers – at launch we saw:

  • More efficient awareness—5 percent gain in brand awareness per dollar

  • Higher ROI for advertisers – 7 percent gain in ad recall per dollar

Beyond Smart Pricing, we are also working on ways to align YouTube media directly to your marketing objectives, and delivering value as you measure it. For instance, with video reach campaigns, you can optimize for your reach and awareness goals more easily using multiple video creatives and formats within a single campaign. Google’s machine learning will automatically serve the most efficient combination of those formats to help you reach your audience at scale.

The variety of viewing contexts is an asset, as YouTube increasingly meets the needs of viewers looking for short form, long form, TV screen experiences, a go-anywhere music player, social video, highly produced traditional video and more. And the continued evolution of our ad experiences means brands will see a benefit from each viewing mode. We take pride in continuously evolving our platform based on changing user behavior and will continue to experiment with delivering advertiser value across a variety of user contexts. And we invite you, our trusted customers, to partner with us as we build an effective video ad system for the age of choice.


Simpler ways to drive growth across the customer journey with video

Consumers are moving faster, jumping from channel to channel, and researching more often in unexpected ways. This explosion of touchpoints means more opportunities—and more complexities—for marketers. But just because today’s customer journey is more complicated, doesn’t mean orchestrating your advertising campaign has to be. At Advertising Week New York, we’re sharing new ways to help marketers use video to more efficiently and effectively connect with consumers across their purchase journey.

A simpler way to drive reach

We’re constantly working on better ways to help you achieve your marketing goals—whether you want to build awareness for a brand, shift perceptions, or drive a specific action. But while it’s great to have options, mixing and matching these solutions takes time and can add complexity. Today we’re announcing Video reach campaigns—a simpler, more efficient way for marketers to achieve their brand awareness goals with YouTube. 

Rather than managing separate campaigns for 6-second bumper ads, skippable in-stream ads, and non-skippable in-stream ads, now you can upload multiple video creatives into a single campaign. From there, Google’s machine learning will automatically serve the most efficient combination of these formats to help you reach your audience at scale.

Early adopters like Ford are already seeing strong results using Video reach campaigns. In alpha tests, the automaker lowered their campaign cost over 20 percent compared to their previous YouTube benchmarks. "Ford is using data and machine learning technology, like Video reach campaigns, to drive a learning culture across all of our media. The positive results of the Video reach campaign not only provided cost efficiencies while maintaining effectiveness but also the confidence to implement this tactic across additional campaigns” says Lisa Schoder, head of U.S. media.

A complete solution across the journey

For brands looking to build a full-funnel video strategy, we recommend complementing Video reach campaigns with TrueView for action to drive whatever online action is important to your business. Soon TrueView for action ads will seamlessly extend to the YouTube Home feed, a tremendous opportunity for any advertiser looking to drive more, high value conversions. The Home feed has long been a great place for users to discover their next favorite creator, and now it can be a great place for them to take action with your brand.

TrueView Home feed

A TrueView for action ad on the YouTube Home feed seen on a mobile device

Reach audiences where they are watching 

 In addition to Video reach campaigns, we’re also bringing the YouTube Masthead to our fastest growing surface—the TV screen, where daily watch time tops 250 million hours per day. This means advertisers have a unique opportunity to reach people who are increasingly cutting the cord, right where they are watching their favorite content. 

Through the globally-available beta, marketers can purchase the YouTube Masthead on TV screens on a cost-per-thousand (CPM) basis, and customize the audiences they want to see it. Like CPM-based Mastheads on the desktop and mobile home feed, it will be available as a reserved placement to ensure brands can drive the visibility they need on the dates that matter most. It can be purchased as part of a cross-screen or single-screen Masthead buy.


Masthead A

Creative featured from one of our early testers, Ford.

And, we know the rich audio and visual experience of YouTube on TV screens means the potential to drive upper-funnel impact is greater than ever. According to a recent experiment we conducted with Media Science, YouTube ads on TV screens drive a 10 percent greater lift in recall than ads on linear TV. See what your creative will look like on the TV screen with our preview tool.

By focusing on marketing objectives rather than media tactics, we believe we can be a more strategic partner to help you sustainably grow your business. We hope these new solutions help you make it easier for you to get ahead of the pack and drive real results across the entire customer journey.

Source: Google Ads


The YouTube Masthead is coming to the TV screen

When people settle in to watch video on their TV, they’re increasingly turning to YouTube. Some come to watch original programming or their favorite creators. Some come to experience cultural moments like Coachellawith their family and friends—while others want hands-free learning through tutorials like baking with Rosanna Pansino or mastering a yoga pose with Adriene. Whatever their motivation, they find the content they’re most passionate about on YouTube. And with the big screen, they can experience it together. 

It’s changing consumer behaviors like these that make YouTube the #1 ad-supported streaming TV platform in reach and watch time, and TV screens our fastest growing device—where daily watch timetops 250 million hours per day. This means advertisers have a unique opportunity to reach people who are increasingly cutting the cord, right where they are watching. 

And, we know advertisers are looking for new and impactful ways to reach these audiences.  So today, we’re bringing our most prominent placement, the YouTube Masthead, to the TV screen. This means advertisers can now reach audiences right when they open the YouTube app on their TV—as they discover new content in the home feed. 

Additionally, the Masthead will autoplay for viewers after a few seconds on all compatible devices. This, coupled with the home feed placement, means brand creatives will be front and center of the YouTube app experience on TV screens.

Through this globally-available beta, marketers can purchase the YouTube Masthead on TV screens on a cost-per-thousand (CPM) basis, and customize the audiences they want to see it. Like CPM-based Mastheads on the desktop and mobile home feed, it will be available as a reserved placement to ensure brands can drive the visibility they need on the dates that matter most. It can be purchased as part of a cross-screen or single-screen Masthead buy.

Masthead A

Creative featured from one of our early testers, Ford.
*mocks are subject to final adjustments prior to general availability

We know the rich audio and visual experience of YouTube on TV screens means the potential to drive upper-funnel impact is bigger than ever. According to a recent experiment we conducted with Media Science, YouTube ads on TV screens drive a 10 percent greater lift in recall than ads on linear TV.1 

This is just one example of our commitment to building out the most effective TV screen experience for advertisers. We are excited to announce more innovations coming to the TV screen early next year.

Contact your Google sales team for more details on how to enroll in the beta.



1. Google/MediaScience Lab study, 12 ads, 432 participants. Platforms included: YT OTT, Linear TV. US, November 2018

Get your campaigns ready to reach the always-on deal seeker

Marketers recognize Black Friday and Cyber Monday as major shopping holidays to prepare for. But did you know that only 18 percent of shoppers consolidate their holiday shopping to these days? 

Consumers are on the lookout for deals year-round—about 60 percent say that finding a great deal is what they enjoy most about shopping. So whether you’re gearing up for July 4th in the U.S., Bastille Day in France, or back-to-school shopping around the world, check out new tools coming soon to help you highlight in-store promotions, factor seasonal sales into your bidding strategy, and reach in-market consumers this season and beyond.

Heat up in-store sales with new Local campaign features

Before they’re heading to the store, local shoppers are hunting for deals: searches for “on sale near me” have grown by 250 percent since 2017. 

With Local campaigns, you can dedicate your entire campaign to offline sales and complement other channels like TV or print that also help deliver foot traffic to your business during important promotions. In fact, in recent global studies with 10 advertisers, we found that Local campaigns helped brands drive a median five times greater incremental return-on-ad-spend from their business locations. 

We have new features coming for Local campaigns to make it available to more advertisers and improve how you manage your locations and creatives. In the next few weeks, you’ll be able to set up your Local campaigns to drive calls to your business locations—even if you don’t have store visits measurement. By expanding Local campaigns to optimize for calls, more advertisers will now be able to access it and highlight what makes their stores unique across Google Search, Maps, YouTube and more.

Starting today, you can also create location groups to make it easier to promote a subset of business locations. For instance, if you’re selling special back-to-school product bundles at certain locations, use location groups to tailor your budget and messaging to this offer. Finally, asset reporting has started rolling out to give you better insight into creative performance. See what kinds of messaging and assets work best and use these learnings to improve your current and future creatives. 


Google Ads Local Campaigns One sheeter


Sanborns, a leading department store in Latin America, is one brand using Local campaigns to drive results during key promotions.

Grupo Sanborns

We’re excited to work with Google's new technology to help us grow our business. For Father's Day in Mexico and for a major sale we ran at the end of May, we used Local campaigns to make our in-store offers more prominent. It's amazing how we can get exposure with customers at the right time, and this helped us drive a 10x increase in store visits during these promotions year-over-year. 

- Grupo Sanborns’ marketing team

Put your in-store promotions front and center in local inventory ads

We’re also making it easier for retailers to highlight in-store promotions for specific products through Shopping ads. Today, retailers have connected over 2 billion offers to physical store locations globally using local inventory ads. Now, you can add a promotion to your local inventory ads. Call out in-store offers like “20% off” or “buy one get one free” for inventory you have in stock and drive more nearby deal-hunters to your physical locations.

Local campaigns Pixel

We’re rolling this out in the U.S. and Australia, with more countries coming soon. If you’re a retailer interested in participating, request to join the whitelist here

Improve Smart Bidding performance by factoring in seasonal sales

Smart Bidding automatically optimizes your bids for every auction to help improve your return on investment. And while it factors in seasonality as a signal, we know there are key moments for your business—like during a big sale—when you can anticipate changes in conversion rates well in advance. For these occasions, we’ve introduced seasonality adjustments. 

Let’s say you’re running a promotion for grills as people get ready for their summer cookouts. Based on past promotions, you predict seeing a 50 percent increase in conversion rates during your sale. Use seasonality adjustments to let Smart Bidding know to expect and prepare for this conversion rate increase, and help our systems ramp up performance more quickly. 

Reach shoppers in the market for your products

In-market audiences for Search help advertisers drive more conversions by reaching qualified shoppers who are actively considering products or services to buy. These are aggregated and anonymized groups of consumers who’ve recently demonstrated an intent to purchase. This gives you a great opportunity to help your business stand out with compelling offers or deals when people are making their final decisions about what to buy.

We’ve recently rolled out more in-market segments across popular categories like beauty, sports, education and real estate. This includes over thirty new categories for retail, just in time for your seasonal sales.

No matter what season you’re ramping up for around the globe, we hope these new products set you up for success!


Source: Google Ads


Create with Google: Inspiration, resources, and tools to fuel your next big idea

The case for creativity has never been greater. Big thinking and bold ideas are in high demand, and creative execution is consistently confirmed as the largest contributor to driving sales. And as we see from the brands we partner with, success occurs when data and technology inspire creativity.

But that doesn't mean it's easy. There are more platforms, more signals, and more data sources informing creative than ever before. We want our clients and partners to grow and thrive on our platforms, and that’s why we've made it a priority to invest in resources and tools to support creative makers and agencies at every stage of the creative process.

This year at Cannes Lions Festival of Creativity, we’re expanding a new resource for the global creative community: Create with Google. Made for creatives by creatives, this platform is designed to inspire, inform and enable creative makers from ideation to execution. The global site is currently available in English, Spanish, Korean and Japanese, with a plan to expand to more languages throughout the year.

Get inspired for your next big campaign

We’ve searched the globe to find the most innovative, intelligent, and imaginative work across Google’s creative canvas. Filter by format, vertical and platform, or search by keyword to inspire your creative thinking.

Create with Google Website Inspiration

Master Google’s platforms, formats and tools

Read up on a range of resources and get insider tips on how to build work across Google’s creative canvas—from ARCore to Display and YouTube Director Mix.
Create with Google Website Platforms

Access tools to support your idea, from pitch to production

Two new tools, Audience Connect and YouTube Mockup Tool, make it easier for you to create and sell in work on our platforms—from pitching in concepts right through production.

Audience Connect transforms creative presentations from broadcast into conversation, by tracking client engagement in response to any video. When pitching in a TrueView concept, for example, the tool provides real-time feedback on when your audience is more leaned in and when they would skip. Sign up for access here.

Audience Connect

YouTube Mockup Tool lets you upload and showcase work to clients and colleagues in an authentic YouTube environment, simulating your creative across desktop, tablet and mobile.

YouTube MockUp Tool

We want to champion and challenge creative makers to experiment and make better work, recognizing we only succeed when our partners do. We hope Create with Google can become a genuine global community where the industry comes together to find the inspiration, resources and tools for their next project.

Create with Google: Inspiration, resources, and tools to fuel your next big idea

The case for creativity has never been greater. Big thinking and bold ideas are in high demand, and creative execution is consistently confirmed as the largest contributor to driving sales. And as we see from the brands we partner with, success occurs when data and technology inspire creativity.

But that doesn't mean it's easy. There are more platforms, more signals, and more data sources informing creative than ever before. We want our clients and partners to grow and thrive on our platforms, and that’s why we've made it a priority to invest in resources and tools to support creative makers and agencies at every stage of the creative process.

This year at Cannes Lions Festival of Creativity, we’re expanding a new resource for the global creative community: Create with Google. Made for creatives by creatives, this platform is designed to inspire, inform and enable creative makers from ideation to execution. The global site is currently available in English, Spanish, Korean and Japanese, with a plan to expand to more languages throughout the year.

Get inspired for your next big campaign

We’ve searched the globe to find the most innovative, intelligent, and imaginative work across Google’s creative canvas. Filter by format, vertical and platform, or search by keyword to inspire your creative thinking.

Create with Google Website Inspiration

Master Google’s platforms, formats and tools

Read up on a range of resources and get insider tips on how to build work across Google’s creative canvas—from ARCore to Display and YouTube Director Mix.
Create with Google Website Platforms

Access tools to support your idea, from pitch to production

Two new tools, Audience Connect and YouTube Mockup Tool, make it easier for you to create and sell in work on our platforms—from pitching in concepts right through production.

Audience Connect transforms creative presentations from broadcast into conversation, by tracking client engagement in response to any video. When pitching in a TrueView concept, for example, the tool provides real-time feedback on when your audience is more leaned in and when they would skip. Sign up for access here.

Audience Connect

YouTube Mockup Tool lets you upload and showcase work to clients and colleagues in an authentic YouTube environment, simulating your creative across desktop, tablet and mobile.

YouTube MockUp Tool

We want to champion and challenge creative makers to experiment and make better work, recognizing we only succeed when our partners do. We hope Create with Google can become a genuine global community where the industry comes together to find the inspiration, resources and tools for their next project.

Getting started on YouTube just got easier

Every month, more than 2 billion people turn to YouTube for entertainment, inspiration and guidance. Whether they’re researching what to buy or unwinding by watching one of their favorite YouTube creators, they’re constantly discovering information at unplanned and unexpected moments—including new brands and products. More than 90% of viewers say they have discovered new brands or products on YouTube—a massive opportunity for any brand looking to raise awareness.

GML YT Hero 2019

Today at Google Marketing Live, we announced two new solutions that make it easier for marketers to show up and stand out during these key moments: Discovery ads and Bumper Machine.


No video? No problem!

For a long time, advertising on YouTube meant your brand had to have a video or app ad. We’re excited to announce at GML today that’s no longer the case. Coming soon, Discovery ads are a simple and effective way to tap into the power of YouTube—and you don’t even need a video! Just upload your best images from your social campaign, then we’ll optimize your media mix for maximum performance across Gmail, Discover and the YouTube Home feed.

The YouTube Home feed has long been a great place for users to discover their next favorite creator, and it can be a great place for them to discover your brand, too. Over the last three years, watch time from content discovered on the YouTube homepage has grown 10x.

Direct-to-consumer brands like TechStyle Fashion Group are leaning into Discovery ads to diversify their growth marketing strategy. TechStyle experimented with its first Discovery ad in November 2018 to increase membership for its athleisure subscription brand, Fabletics. Repurposing their existing image assets, the brand saw up to 25% lower cost-per-lead on average using Discovery ads compared to their ads on other channels, including social and search.

Discovery Ad in YT Home feed

    A Discovery ad seen on the YouTube Home feed

Scale your video library

Since introducing six-second bumper ads in 2016 as a way to help you reach more mobile viewers, we’ve found that they punch far above their weight when it comes to effectiveness. But producing a six-second video requires additional time and resources that not every team has. That’s where Bumper Machine, a tool that generates six-second videos from longer video assets, can help.


Bumper Machine relies on machine learning models that are trained to identify interesting, well-structured moments in a longer video, like those that contain product or brand information, human faces, motion or contrast. It organizes these moments and brings them together to generate several different six-second ad variations for you to pick from, all in a matter of minutes. Before saving your new bumper ads, you can adjust them with simple edits.


Every brand has different creative needs. For brands or agencies with the resources to build bumper ads from scratch, Bumper Machine can help them get started by visualizing a six-second story. For others, it’s a quick and easy way to grow your asset library, and a path to get started with video ad sequencing.


If you don’t have a longer video to use with Bumper Machine, you can work with one of our video production partners listed on YouTube.com/Ads to help you create videos from scratch or edit existing assets, with no minimum spend requirements.


Any business, no matter their size or level of creative expertise, can succeed on YouTube. We hope these new tools make it easier for you to tell the stories that drive your business.

How evolving user patterns drive new ad experiences on YouTube

At YouTube, we’re on a constant quest to give people the perfect viewing experience. But over the years, what that looks like has changed significantly.

The way we watch video is always changing. And we want to keep advertisers abreast of these trends, with new ad experiences molded to the new ways people watch. This was the spirit behind our introduction of six-second bumper ads more than two years ago–as a response to the increasingly mobile habits of our users.

Today we’re highlighting how we're adapting to three new trends in the user experience.


Longer viewing sessions

Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions. Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing. To respond to this, we will begin testing ad pods–two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them.

Why does this solution make sense? Because when users see two ads in a break, they’re less likely to be interrupted by ads later. In fact, those users will experience up to 40 percent fewer interruptions by ads in the session.1 Early experiment results also show an 8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, with no impact to Brand Lift metrics.2 This new experience, launching on desktop this year then followed by mobile and TV screens, aims to accommodate viewer preferences while continuing to help advertisers connect with their most important audiences.

Ad Pods

Example of an ad pod experience on mobile.

More self-directed discovery

The way users prefer to find videos to watch is also changing. Remember back when the only YouTube videos you’d watch came in the form of a shared URL from a friend? Over the years, video viewing on YouTube has become more self-directed, as more viewers than ever before hop into their home or trending feeds and scroll to find a recommended video. In fact, over the last three years, watch time from content users discover on the YouTube homepage has grown 10X.3 That’s why we brought TrueView video discovery ads to the YouTube home feed, along with the Masthead and Universal App campaign ads. The YouTube home feed continues to be a great place for users to discover their next favorite creator, and now it can be a great place for them to discover your brand.


Watching on TV screens

We’re seeing incredible watchtime growth on TV screens: on average, users watch over 180 million hours of YouTube on TV screens every day.4  Last month, we introduced the TV screen device type in Google Ads and Display & Video 360, allowing you to tailor your campaigns for connected TVs – for example, by using a different creative or setting a specific device bid adjustment – and see reporting for ads that run on TV screens.

In the face of these burgeoning user trends—as well as the next wave, and the next—we’ll continue working to build the ideal video viewing experience, and keep thinking up ways to deliver value for our advertiser partners.


1. YouTube Internal Data, Global, October 2018

2. YouTube Internal Data, Global, October 2018

3. YouTube Internal Data, Global, Jan 2015 vs. Jan 2018

4. Google Internal Data, Global, June 2018. Based on 7 day average for TV watchtime

Source: Google Ads


From discovery to click, new YouTube ads capabilities for more effective video storytelling

The heightened role of video throughout today’s consumer journey is an exciting opportunity for marketers to build connections that drive better business outcomes. At Advertising Week New York, we’re announcing new ways for marketers to become more effective full-funnel storytellers using the combined power of YouTube’s creative canvas with Google’s machine learning and measurement solutions.

Help viewers take action with extensions

Extensions for Video Ads

Soon you’ll be able to make your video ads more actionable with a greater variety of ad extensions. Similar to extensions on Search ads, extensions on YouTube enhance your video ad with additional useful information—giving consumers more reasons to take action. You can already add location and form extensions (currently in beta) to your TrueView in-stream ads. Now we’re exploring additional use cases that encourage viewers to complete lower-funnel actions like finding the next movie showtime, downloading an app or booking a trip.

Brands like Vodafone, Chili’s, 20th Century Fox, Headspace and Maybelline are already using extensions for video ads to bring more relevance to their mobile ads and drive impact on the metrics that matter most. Using extensions, Vodafone drove a 2.3x incremental lift in Ad Recall and a 3.5 percent CTR—a 785 percent increase over their regional benchmark.

Measure the full impact of your video campaign

Video storytelling isn’t just about driving short-term campaign wins—it’s also about driving measurable results at every stage of the consumer journey. We know this is easier said than done, which is why we’re evolving our Brand Liftsolution and partnering with IRI to make it simpler for advertisers to measure and act upon upper- and lower-funnel metrics.

Based on your feedback, soon you’ll be able to set up Brand Lift studies directly in Google Ads or Display & Video 360 and conveniently view reporting alongside your other ad metrics. We’ve also started sending Brand Lift surveys continuously throughout the duration of your campaign so you can understand how your video ads are influencing viewer perceptions in near real time. Additionally, we’ve introduced two new metrics: lifted users, the number of people who were influenced by your ad, and cost-per-lifted-user to make it easier for you to optimize your campaign’s effectiveness and cost-efficiency. To get the most out of these new measurement tools, we recommend using Maximize Lift bidding.

We're also ramping up our investments in Google Measurement Partners to ensure our advertisers can measure YouTube media with measurement solutions that meet rigorous, verified standards. We work closely with partners to ensure their solutions respect user privacy. In addition to Nielsen Catalina Solutions (NCS) and Oracle Data Cloud, soon CPG advertisers will have the option to measure their YouTube media using IRI. These offerings complement geo experiments with Nielsen MPA, giving advertisers a variety of options for seeing the offline impact of their video ads. Last week we also announced expanded integrations for brand suitability and reach reporting, continuing our commitment to providing both quality and choice when it comes to helping marketers better understand their media investments.

We’re excited about how these capabilities can help take your campaigns to the next level, driving real business impact all along the customer journey.


Source: Google Ads