Author Archives: Google Ads

A new video format to reach people across the mobile web and apps


Over the last year, we've been working on a way to extend the reach of your video campaigns to people beyond YouTube, especially as they spend more and more time interacting with apps and sites on their mobile devices. Starting today, you can use outstream video ads, a new format built exclusively for mobile environments, to reach more potential customers with your video creative.

Outstream ads drive incremental, cost-efficient and viewable reach beyond YouTube. Ads show on Google video partners, which are high-quality publisher websites and mobile apps where you can show video ads, including TrueView in-stream and Bumper ads. When outstream video ads come into view on a mobile screen, they begin to play with sound off. After that, a user can tap the ad to turn sound on and restart the video from the beginning, or simply keep scrolling.

In every context, an ad needs the opportunity to be seen in order to drive impact, which is why our outstream video ads are charged on viewable CPM. This means that every impression you pay for has been on screen and viewable (as measured by MRC standards). In addition to Active View and unique reach reporting, you can use brand interest lift to measure incremental interest in your brand or product as assessed by an increase in organic searches on Google.com or YouTube.

Outstream video ads complement our efficient reach solutions for YouTube: TrueView for reach and Bumper ads. Now, you can reach even more of your audience across the mobile web and apps with a video ad designed for the ways people read, play, swipe and scroll on mobile.

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Advertisers like Hong Kong Tourism board are already using outstream video ads to increase awareness and cost-efficient reach. Tina Chao, General Manager, Marketing, says, "To build awareness for Hong Kong as a travel destination, the Hong Kong Tourism Board used outstream video ads to reach a broad set of potential travelers across Asia. Outstream video ads delivered strong results for our global brand campaign: 30% incremental reach with a 40% lower cost per completed video view and 85% lower CPM."


You can check out the AdWords Help Center for more info, and start including outstream video ads in your campaigns with brand awareness and reach goals. 

Source: Google Ads


Build better media plans on YouTube and across the web with Reach Planner

How many people can I reach on YouTube for $100k? And how much should I spend on TrueView versus Bumpers?

Starting today, we’ve made it easier to answer questions like these by introducing Reach Planner, a new tool in AdWords. Now, for the first time, advertisers can forecast the reach and frequency achievable on YouTube and across Google’s video partners, in over 50 countries. This resource will simplify the planning process by providing unique reach across devices, for all core audiences and video formats.

In our quest to make planners' lives easier, we are going beyond reach curves to introduce a key new feature: product mixes. Planners have been using Google's video formats to reach viewers in different ways, and now we’re giving more insight into which formats work best together. With product mixes, you can give us your marketing objective, ad preferences and budget, and we will recommend the right mix of YouTube’s solutions to achieve your goal. For instance, if you want to maximize reach to drive awareness, and have short creative assets, Reach Planner will recommend the right allocation of spend between TrueView in-stream and Bumpers to achieve that goal.

To access Reach Planner, talk to your Google sales team today.

Source: Google Ads


Sight, sound and scale: Introducing TrueView for reach

Building brand awareness and increasing market penetration used to be fairly straightforward: find the most popular shows on television, put your ad there and maximize reach among your demographic target.

With a historic amount of content at viewers’ fingertips, it may seem easier than ever to hit your reach target. But today you don’t just want commodity reach – you want reach where people are paying attention. Thanks to its community of creators and their connection with viewers, YouTube delivers this engaged reach. In a recent study with Ipsos, we found that people are 3x more likely to pay attention to online video ads vs. television ads.1 And we’re building solutions to help you tap into YouTube’s differentiated reach.


Reach and intrigue in 6 seconds or less

Our six-second bumper ads were designed to drive more reach among the audiences you care about, especially as they become increasingly on-the-go. They showcase not only the fun of storytelling in six seconds, but also the benefits of adapting to consumer behavior.

We're seeing brands continue to push the boundaries of what’s possible in 6 seconds, and it’s paying off: In a new global study, 87% of Bumpers campaigns drove a significant lift in Ad Recall with an average lift across all campaigns measured of over 20%.2
Under Armour - Logo

Jim Mollica, SVP Digital Marketing and Media at Under Armour, says, "We’ve been using bumpers for almost two years to drive frequency among consumers who have engaged with us in the past. We use TrueView to drive engaged reach, and rely on bumpers to remind and drive product storytelling. For us, frequency is the core driver of impact, and bumpers consistently enables this with a high degree of efficiency and proven impact."

UBER logo

To build a more personal connection with consumers in India, Uber identified 100 different passions among their target audience and used Director Mix to build 85 different bumper ad variations tailored to each passion. The effort drove 63% more first trips from YouTube at an 18% lower cost per first trip than previous campaigns. 

Introducing TrueView for reach

To help you reach more of your audience on YouTube with even more flexibility, we’re introducing a new way to buy TrueView called TrueView for reach. TrueView for reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying. Optimized for efficient reach, this format can help you to raise awareness among a broad set of customers — and do so within our 95% viewable and 95% audible environment.3



In beta testing 84 TrueView for reach campaigns, 9 out of 10 drove a significant lift in Ad Recall, with an average lift of nearly 20%.  

 Source: YouTube Internal Data, Global, July 2017


samsung logo

Jay Altschuler, VP of Media at Samsung Electronics America, reflects on being the format’s launch partner: "At Samsung we thrive on innovation and pushing boundaries. We were eager to test and learn as the launch partner of YouTube's new TrueView for reach solution since marketing today is no longer about reach 一 it's about engaged reach. User choice and attention are both critical for building a meaningful connection with consumers and for our flagship phone launch last spring, we were able to reach 50%+ more people at half the CPM using TrueView for reach."

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Vanessa Tsangaratos, Digital Marketing Manager at PepsiCo France says, "TrueView for reach not only enabled us to achieve massive on-target reach, but delivered high completion rates on our 10 second video. Moreover, CPMs proved to be more competitive: we saw 30% lower CPMs on average compared to previous campaigns. This ultimately drove lower average costs on incremental reach points: -46% versus TV on specific target audiences." 

Reach remains a critical goal for marketers, but it isn’t the only one. TrueView for reach joins TrueView for action as new solutions designed to drive specific marketing outcomes. We’ll continue introducing new approaches that help you adapt to today’s media landscape. 

1. Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions). Online video includes video platforms such as YouTube & Hulu, social platforms such as Facebook & Snapchat and TV Full Episode Players like NBC.com.
2. Source: Google Bumpers Brand Lift Meta Analysis, Global, 2017, across over 2,900 studies.
3. Google and DoubleClick advertising platforms data, Global, May 2017 & Google Internal Data, Global, August 2016

Source: Google Ads


Protecting our Ad Network: How Advertising Policies & Policy Enforcement Work


On March 14, we shared information about our work to remove bad ads and bad sites from our ad networks. With a combination of people, policies and technology we took down more than 3.2 billion ads in 2017, up from 700 million in 2015. That’s more than 100 bad ads per second. Today, we want to share more details about how our policies and policy enforcement work to help protect our network.
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Policies
We continuously monitor ads and content for policy compliance.
  • If you’re an advertiser, our AdWords policies determine which ads are acceptable and what types of products or services can be promoted with Google ads. For example, we prohibit technologies that attempt to deceive users or abuse our network, like auto-redirecting ads, malware-laden sites, or “trick-to-click” ads. 
  • If you’re a publisher, our AdSense program policies outline the kinds of websites and content we allow to show Google ads. For example, our dangerous and derogatory content policy prohibits publishers from running Google ads on content that promotes discrimination against marginalized groups. 
We constantly review and update our policies to protect consumers, advertisers and publishers. In fact, in 2017, we added 28 new advertiser and 20 new publisher policies.


Technology & Talent

To enforce these policies, we use a combination of people and technology. Google’s technology is designed to detect when ads or content violate our policies and disable them quickly. We employ automated filters that continuously identify policy issues, clean, and defend our ad systems. And we consider user feedback when people report sites and ads that they believe may be in violation of our policies.

Technology helps us spot potential violations, but our talented reviewers and interdisciplinary team also work to enforce policies. When we review advertisers’ ads, we review everything from the ad creative to the landing page. For publishers, we evaluate elements including traffic patterns on the site and whether the content is appropriate to be monetized. Our teams are constantly reviewing because a publisher or an advertiser who is compliant with our policies today may not be tomorrow. 

Controls

 In addition to evaluating ads and sites for policy compliance, we provide advertisers controls they need to manage where and when their ads appear, and provide publishers the ability to control the type and format of ads appearing next to their content. For example, an advertiser of an extreme sporting event may use a Digital Content Label, the film-rating style control for maturity level, to place their ads alongside content suitable specific audiences. Advertisers can couple these controls with placement exclusions, which allow advertisers to specify publishers, apps, or videos to avoid in their campaigns.


Protecting our network

Maintaining the health of our ad network is key to supporting the ecosystem of creators, publishers and advertisers that rely on Google ads to build their businesses. That’s why our teams are committed to refining our policies and fine-tuning our systems and controls to make sure Google ads work for everyone.

Source: Google Ads


Changes to our ad policies to comply with the GDPR

In May, Europe’s new General Data Protection Regulation (GDPR) comes into effect. Google is committed to complying with the GDPR, and in preparation, we’ve been working with our customers and partners to inform them about changes we’re making to our policies across our various products.

Today we’re informing advertisers and publisher partners about changes to our ad policies. Google already requires publishers and advertisers using our advertising services to get consent from end users to use our services, as required under existing EU law. However, the GDPR will further refine these requirements.

To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users. Before May, we will launch a solution to support publishers that want to show non-personalized ads, and we are working with industry groups, including IAB Europe, to explore proposed consent solutions for publishers.

We’re aware that our customers and partners - European and international - have significant obligations under these new laws, as does Google. Publisher and advertiser partners can expect further updates as we approach the date when GDPR takes effect. 

Source: Google Ads