YouTube is set to launch a new feature that allows ad targeting, making creative executions and measuring success from a video source.
The firm, part of Google, says it’s enlarging its Custom Affinity Audience offering to allow advertisers target users who download a ski resort app or search for ski resorts on Google Maps, for instance, and give them ads services for winter-related gear. It also offers to target in line with real-life locations that users may have attended. Previously, YouTube allows advertisers to target users based on the searches they have made on YouTube.
The VP of agency and media solutions at Google, Tara Walpert says it’s the layering of intentions on demographics makes the idea efficient. Perhaps it’s Gen X woman, an older woman, a millennial, no one knows, but having an idea that they love skiing means you are showing them what they care about.
Numerous video from an asset
According to YouTube, its recent Director Mix software can make several distinct videos from a single asset. Campbell’s Soup, for instance, ran YouTube ads on ‘Orange is the New Black,’ clip from Netflix with ‘Does your cooking make prison food seem goo,’ as the tagline. Campbell’s showed those who watched ‘Single Ladies’ by Beyonce video a similar position, but with ‘Dinner for one’ as the line.
Levy says instances like that also apply to many trendy YouTube videos that a popular familiar with a brand’s audience, stressing that video featuring old contents are likely to display a brand’s generic position.
Marketers who take advantage of Director Mix to give YouTube all the video make up blocks, including copy, voiceovers, and background. YouTube states it will provide several versions to meet your audience segments.
The firm is also launching Video Ad Sequencing that allows marketers to merge distinct ad types when they choose. For instance, advertisers can disp[lay a 15-second TrueView to create awareness and the next display by longer spots to detail the brand’s story and finally a 6-second ad call to action.
Meanwhile, it has plans to implement Nielsen’s Matched Panel Analysis to allow marketers measure across different online media and not just Google or Video.