YouTube’s New Tools Will Help Advertisers Capture Attention
YouTube has introduced four new features that help advertisers target audiences more effectively, personalize and customise video ad creative, tell stories with their ads, and measure ads more effectively.
Custom Affinity Audiences (Audience targeting)
To help brands reach the right audiences on YouTube, the company has launched Custom Affinity Audiences – a tool that allows people to be reached based on the searches they do. The new feature is inspired by intention, and how it leads to higher ad recall lift and brand awareness lift compared to campaigns based on demographic audience targeting.
Director Mix (Ads personalization)
Creative plays a major role in the success of any campaign using custom audience targeting. In order to help brands enable custom creative at scale, YouTube is launching Director Mix – a tool that simplifies the costly and time-consuming process of personalizing video creative. Advertisers provide the “building blocks” of a video and – voiceovers, background, copy, etc, and YouTube’s automated system will create thousands of different personalized versions depending on audience segments at hand.
Video Ad Sequencing (Sequenced storytelling)
Storytelling helps improve the ad experience for users, and so YouTube is launching a new AdWords Labs feature that allows brands to sequence video ads and take advantage of storylines in their to their campaigns. Jolly explained that it “lets you string together ad creative,” allowing advertisers to pivot and react, taking “consumers down a different path depending on which ads are working for them.”
Matched Panel Analysis (Sales lift measurement)
To help brands better measure the attention earned from their campaigns, as well as measure sales lift, YouTube is rolling out Nielsen MPA (Matched Panel Analysis). Jolly explained that the solution will offer brands a “fast, media-agnostic way to determine which online ads drive offline sales.” YouTube research shows that YouTube drove sales to lift for products that were advertised, in 14 out of 19 global studies.