WebProNews

Tag: YouTube ads

  • Google May Open YouTube Ads to Rivals

    Google May Open YouTube Ads to Rivals

    In an ongoing effort to stave off an EU crackdown, Google is offering to open up its YouTube Ads platform to rivals.

    Google is under increased scrutiny in the US and the EU over its dominance in the ad market. Several bills and legislative efforts are being put forward to limit a company of Google’s size from dominating the entire advertising chain, something that Google currently does. In an effort to prevent the worst of the fallout, Google is now offering to open its YouTube Ads platform to rivals, according to Reuters.

    In particular, the EU’s competition watchdog raised concerns over Google requiring advertisers to use its own Ad Manager, rather than any competing platform, to place ads on YouTube. According to Reuters’ sources, Google has been discussing potential solutions with the Commission since last year in an effort to keep from being fined up to 10% of its global revenue.

    While the YouTube concession is a good start, sources familiar with the matter said the company will need to do more to secure a deal, an unsurprising stipulation given that YouTube is only one part of Google’s vast advertising business.

  • Google Brand Lift Now Looks At Consideration, Favorability, Purchase Intent

    Google Brand Lift Now Looks At Consideration, Favorability, Purchase Intent

    Google announced that it is expanding Brand Lift, which helps marketers measure the effectiveness of display and video campaigns using survey and search data collected from targeted audiences, to include some new stuff.

    Brand Lift lets marketers use insights gained from survey data to better understand how their ads are affecting people’s awareness of the brand, how well an ad is recalled, etc.

    Now, Brand Lift will include measuring lift in consideration, favorability, and purchase intent for ads. The company says its survey methodology will now quickly tell advertisers who their YouTube ads resonate at different points in the customer journey.

    According to Google, it will be able to tell if your ad broke through with consumers, if they’re more aware of your brand after seeing your ad, if their consideration of the brand is higher after the campaign, if consumers are more favorable towards the brand after seeing the ad, and if their intent to purchase from the brand has risen.

    “Today’s consumer journey has become fragmented into micro-moments that span many channels, devices and media types,” says Brand Lift product manager Samir Pradhan. “As a brand trying to reach today’s consumer, it’s more important than ever that you know which moments matter most. And, because consumers are making decisions faster than ever, you need to be able to make decisions equally as fast.”

    “The good news is that while technology makes the consumer journey more fragmented, it also makes it easier to measure brand impact,” Pradhan adds. “At Google, it’s our mission to help you measure all of the moments that matter — from first impression to final conversion.”

    Google also launched a new resource for marketers to gain more insights into these so called “micro-moments”.

    During its the first year of Brand Lift, Google has run more than 10,000 studies on YouTube campaigns.

    More on Brand Lift here.

    Image via YouTube

  • Google Acquires Directr For YouTube Ads

    Google Acquires Directr For YouTube Ads

    Google announced that it has acquired Directr, which will join its YouTube ads team. The company revealed the acquisition on its YouTube Creators Google+ account, after Directr announced it on its own site.


    The acquisition even got its own video:

    The Directr team had this to say in a blog post:

    Our small band of scrappy film lovers set out 2 years ago to help regular folks make great video. Today, we are incredibly excited to take the next step on that journey and announce that we are joining the video ads team at YouTube.

    For now, everything you love about Directr is staying the same and we’ll continue to focus on helping businesses create great video quickly and easily. One immediate bonus: Directr will soon be all free, all the time. Thanks, YouTube!

    A heartfelt thank you to everyone who’s downloaded and used Directr – we are grateful for your support.

    Terms of the deal were not disclosed.

    Image via Google

  • Google Changes Call-To-Action Video Ads, Video Ad Reporting

    Google revealed a new look for call-to-action overlays on YouTube videos, which apply to both desktop and mobile devices. They’re trading in two lines of text in favor of a single-line call-to-action. This gives more real estate to the video content, which will be better for users.

    Here’s what they look like expanded and collapsed:

    Google is making the change automatically, so advertisers won’t need to make any changes to existing ads.

    Call-to-action clicks will also now be included within the Clicks and CTR reporting metrics in AdWords for video. This should, as the company says, give advertisers the ability to better quantify the overall impact of the feature. In addition to that, Google is rolling out other reporting changes in AdWords for video. These include improved column sets, more conversion segmentation options, and the ability to access all metrics from the Videos tab.

    “We’re adding View Rate by default for all sets and are grouping sets of metrics by insight topic (like Views, Audience, Branding or Conversions),” says YouTube product manager Avi Fein. “This lets you see a snapshot of your campaign based on key objectives, as well as evaluate your overall campaign performance based on View Rate before diving deeper into individual targeting groups.”

    “You can now segment by conversion name and category, showing how your video campaigns are driving key conversion types,” Fein adds. “Now you can more easily optimize across your videos by seeing the entire set of metrics available in other tabs.”

    These features are already available.

    Images via Google