YouTube will be launching four new video ad tools to make the video platform’s content more compelling to television advertisers, the video service will announce on Monday at the Advertising Week conference in New York.
The four services include improved ad unit creation tools, measurement services and more integration between YouTube’s advertising offerings with Google’s Adwords service.
One of the major changes for advertisers is the Custom Affinity Network, which will now plug into Google Search data and effectively retarget advertising between the two platforms.
“You can add audience targeting to ad groups in your Display Network and TrueView video campaigns to reach people interested in products and services similar to those your business offers – even when these people are browsing websites, using apps, or watching videos not directly related to your products and services,” said the company’s blog post.
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The new service clearly targets television advertisers with the announcement, stating: “These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.”
Along with improving YouTube ad targeting, Google is also promising a more simplified way of creating tailored content with Director Mix. Advertisers will provide the ‘building blocks’ of a campaign and the company will use its algorithm to to create versions suited to specific audience segments.
Coupled with more precisely targeted content, the company is also introducing video ad sequencing, allowing advertisers to design campaigns that can take consumers down different paths depending on which ads they are responding to.
The company is also rolling out a new global measurement tool with Nielsen MPA (Matched Panel Analysis) and Oracle Marketing Cloud in the United States to measure ad effectiveness for consumer packaged goods.
Google’s vice president of agency and media solutions, Tara Walpert Levy, will be giving more details of the announcements later today at the Advertising Week conference.
Haven’t experts been saying for the longest time, that brands should optimise their ads for digital and not just run the TVC online? Looks like Google got tired of making that argument..
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