Google Aims To Make YouTube Advertiser Friendly
Acknowledging the fact that nearly 50 percent views come through mobile, Google has announced updates to its YouTube offering for advertisers. According to the new changes, advertisers can now target YouTube ads based on people’s Google search histories. With the move, Google aims to allow advertisers and agencies to better measure their campaigns and target audiences on YouTube across screens.
“As more viewership on YouTube shifts to mobile, we’re making it easier for advertisers to deliver more relevant, useful ads across screens,” Diya Jolly, YouTube’s director of product management, said in the blog post, adding, “Now, information from activity associated with users’ Google accounts (such as demographic information and past searches) may be used to influence the ads those users see on YouTube.”
Google had launched the YouTube advertising interface into AdWords few year ago. Now it’s taking further steps to integrate targeting and measurement across search and video campaigns. Ads on YouTube will now be able to use data such as demographic and search behavior information from users signed-into Google. As an example, a retailer could show a user that searches for a winter coat an ad on Google and then target that same user with ads when they are on YouTube.
YouTube is also integrating Customer Match, a tool launched last September that allows businesses to upload their customer databases and have them matched to signed-in Google users. Advertisers will then be able to target their most high-value customers across YouTube, as well as search and Gmail.
“Better measurements and insights Google is also in the process of developing a new, cloud-based measurement solution that it promises will give YouTube advertisers more insights from their campaigns across devices. For instance, a car manufacturer could get a rich understanding of how YouTube ads across devices influenced a specific audience (like previous SUV buyers),” wrote Jolly.
She added that the solution would be developed alongside leading Media Ratings Council-accredited vendors including ComScore, DoubleVerify, IAS, Moat, and Nielsen, which verify online ad viewability.
The third-party metrics will hopefully allow advertisers to continue to independently measure and verify the performance of their campaigns. Cross-screen user controls Advertisers should also be aware that in the coming weeks, YouTube will enable stronger user controls across the Google-verse.
“If a user mutes an advertiser on Google Search, ads from that advertiser will also be muted when they watch on YouTube,” wrote Jolly.
But there is an upside to this for advertisers. By providing consumers the ability to mute ads they have seen or don’t have a need for they minimize the risk of annoying their audiences. Limiting cookies and pixels While pixels and cookies will still have a role, YouTube will be limited the use of the outdated tech on its platform.
“While technologies like pixels and cookies still have a role in the broader ecosystem, most were built for a single screen—neither pixels nor anonymous cookies were designed for the ways in which users increasingly watch content on YouTube, like on the mobile app or in the living room,” wrote Jolly.
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