Tag Archives: Video Ads

New tools to make collaboration and ad creation easier

We want to make it easier to create effective ads for any Google Ads campaign. That starts with improving how images and videos are organized, accessed and created. With assets available in a central place, you can create ads and campaigns faster or swap content more easily when you need to make a change. And, if you’re missing a video needed to reach an important audience or business objective, you can now make one directly in Google Ads.

A new home for asset storage and organization

When you’re working with a team supporting several different campaigns, it’s important that everyone can access the content they need. With the asset library, images and videos are available to users across your Google Ads account in a visual-first experience. You and your colleagues can view, import and organize creative assets from both past and present campaigns. This makes sharing, collaboration and consistency easy.

A mock of the asset library in Google Ads.

When it’s time to create or edit a campaign, you can access the library directly while building an ad. There’s no need to re-upload assets that you’re using across multiple campaigns. This experience is currently available in Performance Max, Discovery, App, Local, Display campaigns and some ad extensions.

If you use Google Ads Editor for campaign management, you’ll find an asset library there too. Similar to Google Ads, you can view and select content from your library to construct ads. And, you’ll soon be able to import images and videos to Google Ads directly from your Google Drive account.

We hope the asset library will help you spend less time managing or hunting down assets and more time developing creative ideas.

An easy, fast way to create video ads that work on YouTube

Video has a unique ability to captivate and influence people, especially on YouTube where billions of people come to watch content they love. Yet, many businesses struggle to unlock the full potential of video advertising because the creation process can often be lengthy, resource-intensive and complex. But, it doesn’t have to be!

With video ad creation now available in Google Ads, anyone can create a high-quality video ad in a matter of minutes. Start by selecting a template from our catalog and populating it with your brand colors, logo, images and text. Then, pick a music track from our audio library. Finally, use the video in any campaign that includes video, like a Video action campaign or a Performance Max campaign.

The templates are made for YouTube, meaning they have optimal pacing, brand and product placements and prominent calls to action. They are designed to help your ad stand out and drive results. With templates guiding you, the complexity of creating a video disappears and you can spend more time developing your messaging, audience insights or campaign strategy.

A mock of video ad template selection in Google Ads.

Invertironline is an Argentinian fintech company that turned to video creation in Google Ads for its efficiency and flexibility. “We always thought about YouTube, but we didn’t want to enter in the design loop until video creation in Google Ads appeared,” says Ariel Peralta, acquisition marketing lead of the financial technology company. With the help of templates, Invertironline reduced the time to produce video ads from two days to just 15 minutes. Compared to previous video ads, conversion rates doubled and the cost per acquisition was cut almost in half.[39b95e]

Another aspect of video creation we’d like to simplify is adding voice-over to videos. Audio is a critical factor in driving creative effectiveness on YouTube. The ABCD guidelines for effective video ads consistently show that videos with voice-over drive better performance. That’s why we’ve launched an easy way to generate a voice-over for YouTube videos, powered by Google’s industry-leading text-to-speech technology. This feature is accessible directly from the asset library.

Simply type in your script, select your preferred voice and with one click we’ll overlay your voice-over onto your video. We currently offer 7 voices in English (US) that are specifically created with advertising in mind. We also offer general text-to-speech voices in the following languages: Filipino, French, Hindi, Indonesian, Korean, Malaysian, Mandarin, Spanish and Swedish. We plan to add more ad voices and languages in the future.

In studies, creative is often the most significant driver of advertising return on investment. That’s why we’re so focused on helping you create and curate great assets for all of your Google Ads campaigns. We hope the asset library fosters more collaboration and smooth campaign deployment for your teams, freeing up time for you to develop creative ideas. With easier video ad creation and voice-over in Google Ads, we’d like to help you fully unlock the benefits of video advertising.

Learn more about the asset library, video creation and voice-over in the Google Ads Help Center.

Source: The Keyword


New tools to make collaboration and ad creation easier

We want to make it easier to create effective ads for any Google Ads campaign. That starts with improving how images and videos are organized, accessed and created. With assets available in a central place, you can create ads and campaigns faster or swap content more easily when you need to make a change. And, if you’re missing a video needed to reach an important audience or business objective, you can now make one directly in Google Ads.

A new home for asset storage and organization

When you’re working with a team supporting several different campaigns, it’s important that everyone can access the content they need. With the asset library, images and videos are available to users across your Google Ads account in a visual-first experience. You and your colleagues can view, import and organize creative assets from both past and present campaigns. This makes sharing, collaboration and consistency easy.

A mock of the asset library in Google Ads.

When it’s time to create or edit a campaign, you can access the library directly while building an ad. There’s no need to re-upload assets that you’re using across multiple campaigns. This experience is currently available in Performance Max, Discovery, App, Local, Display campaigns and some ad extensions.

If you use Google Ads Editor for campaign management, you’ll find an asset library there too. Similar to Google Ads, you can view and select content from your library to construct ads. And, you’ll soon be able to import images and videos to Google Ads directly from your Google Drive account.

We hope the asset library will help you spend less time managing or hunting down assets and more time developing creative ideas.

An easy, fast way to create video ads that work on YouTube

Video has a unique ability to captivate and influence people, especially on YouTube where billions of people come to watch content they love. Yet, many businesses struggle to unlock the full potential of video advertising because the creation process can often be lengthy, resource-intensive and complex. But, it doesn’t have to be!

With video ad creation now available in Google Ads, anyone can create a high-quality video ad in a matter of minutes. Start by selecting a template from our catalog and populating it with your brand colors, logo, images and text. Then, pick a music track from our audio library. Finally, use the video in any campaign that includes video, like a Video action campaign or a Performance Max campaign.

The templates are made for YouTube, meaning they have optimal pacing, brand and product placements and prominent calls to action. They are designed to help your ad stand out and drive results. With templates guiding you, the complexity of creating a video disappears and you can spend more time developing your messaging, audience insights or campaign strategy.

A mock of video ad template selection in Google Ads.

Invertironline is an Argentinian fintech company that turned to video creation in Google Ads for its efficiency and flexibility. “We always thought about YouTube, but we didn’t want to enter in the design loop until video creation in Google Ads appeared,” says Ariel Peralta, acquisition marketing lead of the financial technology company. With the help of templates, Invertironline reduced the time to produce video ads from two days to just 15 minutes. Compared to previous video ads, conversion rates doubled and the cost per acquisition was cut almost in half.[39b95e]

Another aspect of video creation we’d like to simplify is adding voice-over to videos. Audio is a critical factor in driving creative effectiveness on YouTube. The ABCD guidelines for effective video ads consistently show that videos with voice-over drive better performance. That’s why we’ve launched an easy way to generate a voice-over for YouTube videos, powered by Google’s industry-leading text-to-speech technology. This feature is accessible directly from the asset library.

Simply type in your script, select your preferred voice and with one click we’ll overlay your voice-over onto your video. We currently offer 7 voices in English (US) that are specifically created with advertising in mind. We also offer general text-to-speech voices in the following languages: Filipino, French, Hindi, Indonesian, Korean, Malaysian, Mandarin, Spanish and Swedish. We plan to add more ad voices and languages in the future.

In studies, creative is often the most significant driver of advertising return on investment. That’s why we’re so focused on helping you create and curate great assets for all of your Google Ads campaigns. We hope the asset library fosters more collaboration and smooth campaign deployment for your teams, freeing up time for you to develop creative ideas. With easier video ad creation and voice-over in Google Ads, we’d like to help you fully unlock the benefits of video advertising.

Learn more about the asset library, video creation and voice-over in the Google Ads Help Center.

Source: The Keyword


Creativity meets scale in Ads Creative Studio

Last year, we introduced a beta version of Ads Creative Studio as a destination for creative and media professionals to make more effective ads at scale. After a successful beta period, the platform is now globally available with more features to help teams collaborate, create and customize display and video ads.

Increase relevance with customized ads

Consumers expect — and prefer — relevant ads: 80% of viewers say they are more open to advertising or branded content relevant to them. But delivering this experience in practice, and at any kind of scale, can be complex and cost prohibitive, especially for video ads. For this reason, many marketers have had to forgo the effectiveness gains that come from highly relevant, customized advertising. That changes with ad customization in Ads Creative Studio.

Now you can create multiple or even hundreds of versions of a single display or video ad. They can be customized for different audiences, locations, languages or contexts. Simply tell us what element of the ad creative — like a product image, superimposed text or sound — you want to set as ‘swappable’ and provide different versions of that element based on a set of rules you create. The rules include the audiences you want to reach or contexts you want to match.

For example, you might make a rule to change the text overlay on your video creative based on whether your audience is in the market for cold-weather gear or warm-weather travel. We’ll apply the rules quickly to all videos and render the different versions in a matter of minutes. Then, you can create and share a preview that shows every video, along with the rules that apply to that video, with anyone who needs to review it.

These features are available today for video creatives and will soon be launching for display.

Experience easier workflows across all your campaigns

We want to make it easier for media and creative teams to work together and at the same speed. A set of new features ensure that projects made in Ads Creative Studio can be seamlessly shared to all of our media platforms — Google Ads, Display and Video 360 and Campaign Manager 360.

First, you can now export images from the Ads Creative Studio asset library to the Google Ads asset library of any linked account. That means users within Google Ads can easily find those images and use them when assembling creatives for Performance Max campaigns, for example. You can think of the Ads Creative Studio asset library as a single, consolidated home for all creative assets, which you can then share with multiple media accounts for activation.

And second, you can now connect an Ads Creative Studio account to Campaign Manager 360. Ads Creative Studio was already available in beta to Display & Video 360 customers. Today, everyone can upload, manage and export HTML5 creatives directly to either Campaign Manager 360 or Display & Video 360. And, soon, you’ll be able to export video creatives as well.

Improve creative effectiveness and efficiency

Ads Creative Studio has helped brands and agencies cut down on time and costs and facilitate collaboration between media and creative teams. Men in Green, a creative agency out of the Netherlands was able to cut its creative production time in half using Ads Creative Studio and Display and Video 360. By implementing the platform into its workflow, the agency was able to maintain strict quality control for multiple creative assets while having different designers work on them simultaneously.

PepsiCo wanted to increase associations of the bubly brand with different contexts like house parties, barbecues, sports viewing and more. The company ran an experiment using customized videos built in Ads Creative Studio to see if occasion-specific messages aimed at relevant audiences could drive higher brand lift. PepsiCo found that campaigns with creative showing social gathering and food pairing situations were most effective. The path to customization was smoother and more efficient and, with a single tool, the team was able to standardize processes across functions.

In another instance, General Motors South America wanted to boost brand awareness of the Cruze 5 model. The brand decided to customize beyond the basics and needed to produce 14 unique ads without sacrificing time, budget or resources. Using Ads Creative Studio, the brand reduced costs by 30% and the campaign saw a 56% increase in Google searches for “chevrolet cruze” and a reduction in cost per view of 32% compared to the industry benchmark.

Ads Creative Studio is built to provide full support for creative teams and to enhance collaboration, creative effectiveness and scale. To learn how to get started, visit the Ads Creative Studio Help Center.

Creativity meets scale in Ads Creative Studio

Last year, we introduced a beta version of Ads Creative Studio as a destination for creative and media professionals to make more effective ads at scale. After a successful beta period, the platform is now globally available with more features to help teams collaborate, create and customize display and video ads.

Increase relevance with customized ads

Consumers expect — and prefer — relevant ads: 80% of viewers say they are more open to advertising or branded content relevant to them. But delivering this experience in practice, and at any kind of scale, can be complex and cost prohibitive, especially for video ads. For this reason, many marketers have had to forgo the effectiveness gains that come from highly relevant, customized advertising. That changes with ad customization in Ads Creative Studio.

Now you can create multiple or even hundreds of versions of a single display or video ad. They can be customized for different audiences, locations, languages or contexts. Simply tell us what element of the ad creative — like a product image, superimposed text or sound — you want to set as ‘swappable’ and provide different versions of that element based on a set of rules you create. The rules include the audiences you want to reach or contexts you want to match.

For example, you might make a rule to change the text overlay on your video creative based on whether your audience is in the market for cold-weather gear or warm-weather travel. We’ll apply the rules quickly to all videos and render the different versions in a matter of minutes. Then, you can create and share a preview that shows every video, along with the rules that apply to that video, with anyone who needs to review it.

These features are available today for video creatives and will soon be launching for display.

Experience easier workflows across all your campaigns

We want to make it easier for media and creative teams to work together and at the same speed. A set of new features ensure that projects made in Ads Creative Studio can be seamlessly shared to all of our media platforms — Google Ads, Display and Video 360 and Campaign Manager 360.

First, you can now export images from the Ads Creative Studio asset library to the Google Ads asset library of any linked account. That means users within Google Ads can easily find those images and use them when assembling creatives for Performance Max campaigns, for example. You can think of the Ads Creative Studio asset library as a single, consolidated home for all creative assets, which you can then share with multiple media accounts for activation.

And second, you can now connect an Ads Creative Studio account to Campaign Manager 360. Ads Creative Studio was already available in beta to Display & Video 360 customers. Today, everyone can upload, manage and export HTML5 creatives directly to either Campaign Manager 360 or Display & Video 360. And, soon, you’ll be able to export video creatives as well.

Improve creative effectiveness and efficiency

Ads Creative Studio has helped brands and agencies cut down on time and costs and facilitate collaboration between media and creative teams. Men in Green, a creative agency out of the Netherlands was able to cut its creative production time in half using Ads Creative Studio and Display and Video 360. By implementing the platform into its workflow, the agency was able to maintain strict quality control for multiple creative assets while having different designers work on them simultaneously.

PepsiCo wanted to increase associations of the bubly brand with different contexts like house parties, barbecues, sports viewing and more. The company ran an experiment using customized videos built in Ads Creative Studio to see if occasion-specific messages aimed at relevant audiences could drive higher brand lift. PepsiCo found that campaigns with creative showing social gathering and food pairing situations were most effective. The path to customization was smoother and more efficient and, with a single tool, the team was able to standardize processes across functions.

In another instance, General Motors South America wanted to boost brand awareness of the Cruze 5 model. The brand decided to customize beyond the basics and needed to produce 14 unique ads without sacrificing time, budget or resources. Using Ads Creative Studio, the brand reduced costs by 30% and the campaign saw a 56% increase in Google searches for “chevrolet cruze” and a reduction in cost per view of 32% compared to the industry benchmark.

Ads Creative Studio is built to provide full support for creative teams and to enhance collaboration, creative effectiveness and scale. To learn how to get started, visit the Ads Creative Studio Help Center.

Helping advertisers make the most of connected TV

Connected TV (CTV) has become the go-to spot for people to kick back and enjoy their favorite content. According to Nielsen, over 50% of ad-supported streaming watch time happens on YouTube CTV for people ages 18 and up.[879425]

It’s also helped advertisers reach their audiences in smarter and more efficient ways. But we know there are challenges — like the ability to effectively plan and measure cross media, from creator shows to live TV. So we've been focused on bringing better digital ad capabilities to CTVs to allow for consistent planning and measurement across platforms, while improving the viewer experience. And today, we’re sharing some of our newest solutions.

We’re partnering with Nielsen to help advertisers understand how their YouTube CTV and YouTube TV reach delivers in comparison to other services. New tools will also help advertisers measure their total audience reached by YouTube CTV and deliver an even stronger CTV viewing experience.

Invest with confidence

Last year, we launched Nielsen Digital Ad Ratings (DAR) and Comscore Campaign Ratings (CCR) to help you more easily measure your YouTube CTV campaigns alongside other media. Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the U.S. This release will include deduplication of YouTube inventory across all platforms — CTV, computer, mobile and linear TV — to better compare YouTube reach to linear TV.

Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the U.S.

You’ll also see CTV device metrics within your media mix model (MMM) data feed, which can help measure sales outcomes and share insights on the impact of your YouTube CTV investment. To make the data analysis process faster for clients and easier for our measurement partners, we’ve launched a new data platform for MMM providers and advertisers to request data, track the status of those requests and ingest data directly.

We know MMMs provide one of the most important litmus tests for any video platform — does it actually work? On the most important metrics, YouTube is driving strong business results for customers. According to an MMM meta-analysis Google commissioned with Nielsen, on average, YouTube CTV was 3.1 times more effective than TV across U.S. consumer packaged goods (CPG) MMMs that measured YouTube CTV and TV (2021).[32b28f]

A graphic that shows a bar graph comparing YouTube CTV to linear TV effectiveness. The text reads “In an MMM meta-analysis Google commissioned with Nielsen, on average YouTube CTV was 3.1x more effective than TV across US CPG MMMs that measured YouTube CTV and YT (2021).”

Account for everyone

Just like the decades-old tradition of gathering around the TV set, people are watching YouTube with their friends and family. In a study with Nielsen, we found that 26% of the time, multiple 18+ viewers are watching YouTube together on the TV screen, compared to 22% on linear TV.[9e1744]Across the industry, this is often referred to as “co-viewing.”

Accounting for multiple people, or “co-viewers,” has been a core part of TV measurement for years. To help you measure the same behavior with YouTube CTV and get an accurate picture of the total audience you’re reaching, co-viewing will be included in Nielsen's DAR guarantees ad reporting in the U.S. Advertisers will also have access to co-viewing metrics across Google’s planning and measurement solutions globally.

To help you measure the same behavior with YouTube CTV and get an accurate picture of the total audience you’re reaching, co-viewing will be included in Nielsen's DAR guarantees ad reporting in the U.S.

Whether you’re forecasting an upcoming campaign or reviewing post-campaign reports, you’ll soon see reach, frequency and an additional impression metric that accounts for all viewers on CTV. This means more accurate reach forecasts and campaign reports with an apples-to-apples comparison between YouTube and the rest of your linear and connected TV buy — ultimately helping you make smarter investment decisions. Our methodology is designed to meet the industry standard of co-viewing measurement. Learn more about how it works.

Co-viewing metrics will roll out globally across Google Ads and Display & Video 360 planning and measurement tools by the end of Q2 2022.

Reach the right audience, at the right frequency

We know it’s not all about reach. You also want to reach the right audience at the right frequency. Last month, we announced a new CTV frequency solution that allows for a better viewer experience and more efficient use of your CTV media dollars.

For the first time with Display & Video 360, you can manage CTV ad frequency across YouTube, YouTube TV and other connected TV apps. This lowers your risk of triggering ad fatigue for viewers, while adding more reach for the same ad budget. Early results show that this new functionality also significantly improves media performance for advertisers.

For the first time with Display & Video 360, you can manage CTV ad frequency across YouTube, YouTube TV and other connected TV apps.
A visualization of a data point that reads “Brands see a 5% increase in reach per dollar on average when managing CTV ad frequency across YouTube and other CTV apps rather than separately.”

In addition to frequency management, you can use other Google audience solutions with YouTube CTV to help boost performance and reach the most relevant viewers for your brand.

Drive results with leading CTV capabilities

Top brands are taking advantage of these digital-first capabilities to grow their business.

In 2021, DoorDash, alongside its agency Kepler Group, ran a six-week CTV campaign on YouTube to reach a large audience quickly, which ultimately drove a 50% incremental uplift in DoorDash driver sign-ups.

While viewers are watching the content they love on YouTube CTV, brands are driving real results. Reach out to your Google sales team to learn about YouTube CTV ads and these new planning and measurement solutions.

What’s next for YouTube, from Advertising Week New York

The pandemic accelerated two changes already underway — the move to streaming, and the move to ecommerce. As the number one streaming platform for ad-supported reach, YouTube is the place where hard-to-reach audiences come to be entertained and connect with creators and content they love. It’s also where audiences come to shop.

Today at Advertising Week New York, we’re sharing new ways to help marketers get ready for what’s coming next in streaming and commerce. We're also hosting a week-long live shopping event on YouTube starting November 15, featuring must-have holiday gifts from Samsung, Verizon and Walmart.

Inspire customers in real time with live shopping

The line between in-store and digital commerce has blurred, and shoppers are looking for inspiration and advice in new places. YouTube creators are at the forefront of this shift, sharing helpful, honest and entertaining shopping content that cuts through the noise. According to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. As a result, people who shop on YouTube make faster, more confident purchase decisions — a win-win for both shoppers and brands.

Earlier this year, we started testing an integrated shopping experience that allows viewers to tap into the credibility and knowledge of trusted creators to make informed purchases on YouTube. We initially experimented with shoppable on-demand videos, and now we’re testing shoppable livestreams, too.

A shoppable livestream hosted by Simply Nailogical on a mobile phone

We recently partnered with several top YouTube creators to test our new live shopping features, including Simply Nailogical, who launchedher new nail polish collection to 2.8 million fans on herSimply Not Logical channel, andHyram, who droppedhis new ‘Selfless’ skincare line to 4.5 million fans.

We’ve also tested shoppable livestreams with leading retailers on their channels. Raven Elyse went live to sell her favorite home workout gear and morning routine essentials from Walmart, Sephora beauty directors hosted a live Q&A about makeup foundations, and Target performed a live style haul celebrating fall style.

“We think about YouTube as a connector to our customers — reaching people through inspiration, entertainment, and creativity," says William White, Chief Marketing Officer, Walmart. "At Walmart, we continue to innovate on behalf of the customer, and we are excited about our work together. Through our partnership with YouTube, we will continue to evolve how we link inspiration and commerce.”

Building on the success of these pilots, the YouTube Holiday Stream and Shop will kick off on November 15 with a week of shoppable livestreams. Fans tuning in will be able to score new products, unlock limited time offers, and get their product questions answered through live Q&A and polls with creators and other viewers. To start the week, the Merrell Twins will share their holiday wish list featuring products from Walmart, Samsung and Verizon. Stay tuned for more details as the holidays approach!

Reach more shoppers with connected TV

Last year, streaming households outnumbered cable TV households in the United States for the first time. And according to Comscore, 40% of all ad-supported streaming watch time is happening on YouTube.1

With 60% of YouTube CTV viewers watching with others2, people are connecting more deeply with each other by sharing YouTube content they love on the big screen. This means brands can easily extend the overall reach and impact of their campaigns. And as of this month, U.S. advertisers are able to fully measure their YouTube CTV video investments across YouTube and YouTube TV for an accurate view of true incremental reach and frequency in Comscore Campaign Ratings (CCR). Nielsen Digital Ad Ratings (DAR) CTV measurement is available for YouTube TV and will also be available soon for YouTube CTV in the U.S.

To make YouTube CTV ads more helpful for viewers and drive more online sales or leads for brands, we also recently upgraded Video action campaigns to automatically include CTV inventory. Learn more about how Video action campaigns on TV screens can help grow your business.

A lot has changed in the past year, but our commitment remains the same: we’re here to help your business grow and get ready for what comes next. To learn more about YouTube’s latest viewer insights and product innovations, watch our Advertising Week keynote.

1. Comscore, OTT Intelligence, Dec. 2020, U.S. (According to Comscore, YouTube represents 40% of watch time of all ad-supported streaming services analyzed)
2. Google/Talk Shoppe, United States, whyVideo 2021 study, n=2,000 A18-64 GenPop video users, Survey in field March 26th to April 4th, 2021. (According to Talk Shoppe, 60% of YouTube CTV viewers watch with other people)

What’s next for YouTube, from Advertising Week New York

The pandemic accelerated two changes already underway — the move to streaming, and the move to ecommerce. As the number one streaming platform for ad-supported reach, YouTube is the place where hard-to-reach audiences come to be entertained and connect with creators and content they love. It’s also where audiences come to shop.

Today at Advertising Week New York, we’re sharing new ways to help marketers get ready for what’s coming next in streaming and commerce. We're also hosting a week-long live shopping event on YouTube starting November 15, featuring must-have holiday gifts from Samsung, Verizon and Walmart.

Inspire customers in real time with live shopping

The line between in-store and digital commerce has blurred, and shoppers are looking for inspiration and advice in new places. YouTube creators are at the forefront of this shift, sharing helpful, honest and entertaining shopping content that cuts through the noise. According to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. As a result, people who shop on YouTube make faster, more confident purchase decisions — a win-win for both shoppers and brands.

Earlier this year, we started testing an integrated shopping experience that allows viewers to tap into the credibility and knowledge of trusted creators to make informed purchases on YouTube. We initially experimented with shoppable on-demand videos, and now we’re testing shoppable livestreams, too.

A shoppable livestream hosted by Simply Nailogical on a mobile phone

We recently partnered with several top YouTube creators to test our new live shopping features, including Simply Nailogical, who launchedher new nail polish collection to 2.8 million fans on herSimply Not Logical channel, andHyram, who droppedhis new ‘Selfless’ skincare line to 4.5 million fans.

We’ve also tested shoppable livestreams with leading retailers on their channels. Raven Elyse went live to sell her favorite home workout gear and morning routine essentials from Walmart, Sephora beauty directors hosted a live Q&A about makeup foundations, and Target performed a live style haul celebrating fall style.

“We think about YouTube as a connector to our customers — reaching people through inspiration, entertainment, and creativity," says William White, Chief Marketing Officer, Walmart. "At Walmart, we continue to innovate on behalf of the customer, and we are excited about our work together. Through our partnership with YouTube, we will continue to evolve how we link inspiration and commerce.”

Building on the success of these pilots, the YouTube Holiday Stream and Shop will kick off on November 15 with a week of shoppable livestreams. Fans tuning in will be able to score new products, unlock limited time offers, and get their product questions answered through live Q&A and polls with creators and other viewers. To start the week, the Merrell Twins will share their holiday wish list featuring products from Walmart, Samsung and Verizon. Stay tuned for more details as the holidays approach!

Reach more shoppers with connected TV

Last year, streaming households outnumbered cable TV households in the United States for the first time. And according to Comscore, 40% of all ad-supported streaming watch time is happening on YouTube.1

With 60% of YouTube CTV viewers watching with others2, people are connecting more deeply with each other by sharing YouTube content they love on the big screen. This means brands can easily extend the overall reach and impact of their campaigns. And as of this month, U.S. advertisers are able to fully measure their YouTube CTV video investments across YouTube and YouTube TV for an accurate view of true incremental reach and frequency in Comscore Campaign Ratings (CCR). Nielsen Digital Ad Ratings (DAR) CTV measurement is available for YouTube TV and will also be available soon for YouTube CTV in the U.S.

To make YouTube CTV ads more helpful for viewers and drive more online sales or leads for brands, we also recently upgraded Video action campaigns to automatically include CTV inventory. Learn more about how Video action campaigns on TV screens can help grow your business.

A lot has changed in the past year, but our commitment remains the same: we’re here to help your business grow and get ready for what comes next. To learn more about YouTube’s latest viewer insights and product innovations, watch our Advertising Week keynote.

1. Comscore, OTT Intelligence, Dec. 2020, U.S. (According to Comscore, YouTube represents 40% of watch time of all ad-supported streaming services analyzed)
2. Google/Talk Shoppe, United States, whyVideo 2021 study, n=2,000 A18-64 GenPop video users, Survey in field March 26th to April 4th, 2021. (According to Talk Shoppe, 60% of YouTube CTV viewers watch with other people)

A shoppable TV screen with YouTube

Whether kicking back with a movie or kicking their fitness routine into gear, more people are choosing to experience YouTube on the big screen. When they do, they can watch longer, enjoy multiple shows back to back, and experience it all from the comfort of their couch with friends and family. Many even build a routine around it. In the U.S., over 120 million people streamed YouTube or YouTube TV on their TV screens in December 2020.1

To help consumers more easily learn about the products and services they’re interested in, we’re making YouTube ads on connected TVs more shoppable. Today, we’re expanding Video action campaigns to CTVs to help advertisers drive more online sales or generate leads, and grow their business. 

With a quarter of logged-in YouTube CTV viewers watching primarily on TVs,2 the living room is becoming an essential place for brands to drive incremental conversions with new audiences. In early experiments for Video action campaigns on TV screens, over 90% of conversions coming from CTV would not have been reachable on mobile and desktop devices.3

Drive online sales and leads on the TV screen with Video action campaigns 

If your goal is to drive online sales or generate leads, we recommend using Video action campaigns. Video action campaigns make it easy to find new customers efficiently in a single campaign by combining inventory from across YouTube and Google video partners — and now YouTube CTV. For the first time, performance advertisers can take advantage of YouTube on CTV to drive and measure conversions.


When a viewer sees a Video action campaign on their TV, they are invited through a URL at the bottom of their screen to continue shopping on the brand’s website from their desktop or mobile device — without interrupting their viewing session. 

Advertisers can also take advantage of the Conversion Lift beta on TV screens to get actionable results in real time. Conversion Lift measures the impact of YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.

Video action campaigns on TV screens are now globally available through Google Ads. Reach out to your Google team or visit the Help Center to learn more.


1. YouTube Internal Data, US, December 2020. 
2. YouTube Internal Data, US, December 2020. (In December 2020, over 25% of logged-in US YouTube CTV viewers watched content almost exclusively (>=90%) on the TV screen.)
3. Google data, Global, Jun 2020.

A shoppable TV screen with YouTube

Whether kicking back with a movie or kicking their fitness routine into gear, more people are choosing to experience YouTube on the big screen. When they do, they can watch longer, enjoy multiple shows back to back, and experience it all from the comfort of their couch with friends and family. Many even build a routine around it. In the U.S., over 120 million people streamed YouTube or YouTube TV on their TV screens in December 2020.1

To help consumers more easily learn about the products and services they’re interested in, we’re making YouTube ads on connected TVs more shoppable. Today, we’re expanding Video action campaigns to CTVs to help advertisers drive more online sales or generate leads, and grow their business. 

With a quarter of logged-in YouTube CTV viewers watching primarily on TVs,2 the living room is becoming an essential place for brands to drive incremental conversions with new audiences. In early experiments for Video action campaigns on TV screens, over 90% of conversions coming from CTV would not have been reachable on mobile and desktop devices.3

Drive online sales and leads on the TV screen with Video action campaigns 

If your goal is to drive online sales or generate leads, we recommend using Video action campaigns. Video action campaigns make it easy to find new customers efficiently in a single campaign by combining inventory from across YouTube and Google video partners — and now YouTube CTV. For the first time, performance advertisers can take advantage of YouTube on CTV to drive and measure conversions.


When a viewer sees a Video action campaign on their TV, they are invited through a URL at the bottom of their screen to continue shopping on the brand’s website from their desktop or mobile device — without interrupting their viewing session. 

Advertisers can also take advantage of the Conversion Lift beta on TV screens to get actionable results in real time. Conversion Lift measures the impact of YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.

Video action campaigns on TV screens are now globally available through Google Ads. Reach out to your Google team or visit the Help Center to learn more.


1. YouTube Internal Data, US, December 2020. 
2. YouTube Internal Data, US, December 2020. (In December 2020, over 25% of logged-in US YouTube CTV viewers watched content almost exclusively (>=90%) on the TV screen.)
3. Google data, Global, Jun 2020.

Building for the future to help you prepare for what’s next

The COVID-19 recovery process will vary by country, region and business sector, but the transformation will have an impact on all of us. Google is committed to providing economic relief and supporting the pandemic recovery efforts, which is why we’re working to provide accurate vaccine information and increasing vaccine access to people around the world, with a particular focus on countries that are continuing to experience the pandemic most intensely.

We’ve also been focused on how our products can help make things easier for people during this difficult time. Last year, we revamped our roadmap with simple, helpful solutions like curbside pickup for Local Inventory Ads and booking services directly in Search results through Local Services Ads. In 2021 we’re continuing to fine-tune our products to help advertisers connect with consumers even as the world around us keeps changing.

Join us today at Google Marketing Livestream 2021 at 8 a.m. PT / 11 a.m. ET to learn more — including a deep dive into our latest innovations across privacy, measurement and automation.

Developing privacy-safe advertising technology

Time spent with digital media increased 15% last year, according to eMarketer, as people turned to devices like smartphones, connected TVs and computers. As they use digital tools to manage more aspects of their lives, people want to know that their privacy is protected and we expect these concerns will only increase in the future.

A healthy ads ecosystem is critical to keeping the internet open and accessible for everyone, but we must also ensure that people feel safe when they are online. Now is the time for our industry to rethink our practices and take bold action to regain people’s trust. That’s a key reason why we announced earlier this year that we won’t build alternate identifiers once third-party cookies are phased out. 

The good news is that it’s possible to improve privacy while still delivering business results. We’re collaborating with the web community to build solutions like those in the Privacy Sandbox. It’s an open-source initiative to develop new technologies centered on privacy techniques like anonymization, aggregation and on-device processing designed to support key advertising use cases such as interest-based ads, measurement and more.

Navigating new measurement and
audience strategies

Accurate measurement of your marketing is especially critical so that you know where to invest to drive the most impact. But the tools advertisers have historically relied on to measure results — such as cookies and other identifiers — are rapidly changing. We're focused on ensuring privacy-safe measurement is accessible to businesses and brands of all sizes. 

We're investing across our products to help unlock insights into consumer behavior and purchasing decisions using machine learning. For example, we’ll soon be including Display and YouTube, as well as in-app conversions, in all Google Ads attribution models, including data-driven attribution powered by Google’s machine learning. These changes will help you properly value the impact of all your Google Ads campaigns.

We recently shared how we're making it possible for you to use your consented first-party data to preserve accurate measurement, even when fewer cookies are available. First-party data can also help you connect with more of the right people for your business. We're now expanding the availability of Customer Match to nearly all advertisers to reach and re-engage customers across ad types. As we look to the future, you can expect to see more innovations like these to help with your transition to a privacy-first world.

Improving automation with better performance

As the recovery continues, advertisers can automatically tap new pockets of growth by using products that dynamically respond to the market conditions most relevant to their business. Today, advertisers are applying automation to more aspects of their campaigns than ever before — from automatically assembling and selecting the best-performing creatives with responsive search ads, to finding more search queries that perform using broad match keywords, and setting the right bid for every auction by factoring in a wide range of signals that predict performance using Smart Bidding. In fact, we’ve seen that automation products are even better together. For example, companies that switch from phrase match keywords to broad match keywords in campaigns that use Target CPA bidding see 25% more conversions.

Text says: Broad match finds new, high-performing queries and emerging trends. Smart Bidding delivers the right creative for each query at the right price. Responsive search ads automatically assembles the most relevant creative

Combining our automated products creates a multiplicative effect for driving growth — starting with keywords, bidding, and creative

Since automation is delivering strong results for advertisers, we want to help you use it in more places. Today more than 80% of advertisers use automated bidding to take the guesswork out of setting bids and to achieve their performance goals. For example, advertisers who want to optimize their campaigns based on return on ad spend use Target Return on Ad Spend (Target ROAS) Smart Bidding strategies to automatically optimize bids and maximize revenue. Now we’re expanding Target ROAS to work across even more of Google’s channels, including Discovery ads and Video action campaigns.

Just like with automation, you get more efficiency and better results when our advertising tools work together. So we've made it easy for retailers to connect your Google Merchant Center feed to Discovery ads and Video action campaigns. This will help you use images and video to drive product discovery and purchases for your full product catalog. In March, when we compared more than 900 Video action campaigns, we found advertisers that added product feeds drove 60% more conversions at a lower cost, compared to advertisers that didn't add product feeds.

Demonstration of a product feed added to Video action campaigns

 Product feed added to Video action campaigns

Bringing the full value of automation to more advertisers 

Last year we shared that we were testing a new type of campaign called Performance Max. It brings together the best of Google’s automation to help advertisers drive better results across all of Google’s channels: YouTube, Display, Search, Discover and more. Starting today, Performance Max campaigns are expanding to thousands of additional advertisers, with general availability coming later this year (visit the Google Ads Help Center for more details and complete this interest form if you’d like to join the beta).

We’re also adding support for Performance Max campaigns on the Insights page. We heard beta testers tell us they wanted more transparency into how automation is working and what’s driving performance changes. With this update, you’ll be able to see things like which audiences are converting, top-performing creatives, auction insights and trending search categories. You can also preview how your best ads are showing up on each channel.

Screenshot of Insights Page in Google Ads

Insights page showing “Top assets” for Performance Max campaigns

vodafone logo

We’ve seen great results during early beta testing. Vodafone Turkey, part of the Vodafone Group, a leading telecommunications company in Europe and Africa, adopted Performance Max with the goal of scaling lead generation for its phone plans across all of Google’s channels to reach more potential customers. During testing, Performance Max campaigns drove an 18% increase in leads at a 70% lower cost per acquisition compared to their Search campaigns. As a result, Vodafone Turkey adopted Performance Max campaigns as its main lead generation campaign on top of its standard keyword-based Search campaigns. Visit the Advertising Solutions Center to see more Performance Max success stories from companies like Neo4j and MoneyMe.

“We're always keen on adopting new advertising technologies that create sales growth with lower costs. Performance Max aligns with our business objectives and helps us acquire new customers without cannibalizing sales between campaigns.”
Ayda Yorukoglu - Digital Marketing Product Owner, Vodafone Turkey

Grab a (virtual) front row seat at Google Marketing Livestream

We’re continuing to learn from you to understand how we can make Google’s products better for the future. Tune in to Google Marketing Livestream today at 8 a.m. PT / 11 a.m. ET to hear about these innovations and much more.

Thank you for your partnership, and we look forward to seeing you soon at Google Marketing Livestream.