New Ways to Connect and Measure on YouTube

As people continue to use multiple devices and become increasingly attached to their phones, advertisers are having a difficult time capturing users' attention. In fact, a recent study completed by Google and Ispos confirms that:

  • 3x more likely to pay attention to online video ads vs. television ads. 1 
  • Within online video, people pay nearly 2x more attention to video ads on YouTube than they do on other social media. 2 
  • That’s because on YouTube, and people are more likely to arrive with intent to watch video — 2X more likely than other online platforms. 3 

Need help capturing attention? YouTube just announced four new tools to improve your game on YouTube:
 

1) Reaching the Right Audiences

Google has found that campaigns that use intent-based audiences on mobile have 20% higher ad recall lift and 50% higher brand awareness lift relative to campaigns that only use demographic audiences. 4

In order to help you deliver more relevant, you can now use to reach people based on the kind of searches they do, or the kind of places and apps they like. 
 

2) Custom Creative at Scale

YouTube is launching Director Mix to simplify the process of creating different versions of the same creative tailored for each audience — you supply the building blocks of your video ad, like different voiceovers, background and copy, and their system will create thousands of versions to match your various audience segments.
 

3) Telling a Story

Similarly, YouTube introduced Video Ad Sequencing to help you architect an ad experience that unfolds over time. This new feature lets you string together ad creative. You can pivot, you can react—and you can take consumers down a different path depending on which ads are working for them.

For instance, you could start with a fifteen-second TrueView ad to build awareness, continue with another, longer spot that communicates product attributes, then follow with a six-second bumper ad to keep top-of-mind and drive to purchase.
 

4) Measuring Sales Lift

YouTube is rolling out a new, global approach to measuring sales lift with Nielsen MPA (Matched Panel Analysis). This geo-based solution offers a fast, media-agnostic way to determine which online ads drive offline sales. With this implementation of Nielsen MPA, CPG clients can measure video alongside other Google media.

From looking at the Nielsen MPA studies we’ve run to-date, Google found that YouTube drove sales lift for the advertised product in 14 of 19 studies globally. 5

Google also expanded its offering in the US to include six-second bumper ads so that brands can more comprehensively measure their YouTube campaigns. 

YouTube's aim is to show ads that are relevant and useful so that instead of interrupting people’s viewing experiences, you’re enhancing them. This means matching what advertisers have to offer with what people are interested in—leading to a better YouTube experience backed up by comprehensive user controls.



Blog originally posted by Diya Jolly, Director Product Management, YouTube & Video Monetization


1. Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions). Online video includes video platforms such as YouTube & Hulu, social platforms such as Facebook & Snapchat and TV Full Episode Players like NBC.com.
2. Source: Nielsen Consumer Neuroscience, Video Ad Cross-Platform Biometrics Research commissioned by Google. Conducted in the US using 8 advertisements, 4 platforms and 400 participants, 18-35 year olds, Nielsen CNS Lab, Boston, US 2016
3. Source: Google/Ipsos, Video Mobile Diary, US, 2017 (n of 18,219 total video occasions)
4. Source: Google Brand Lift Targeting Analysis October 2016 - March 2017, Global, Smartphone, numbers shown represent relative difference between additive lifts of intent targeted and demo targeted campaigns, i.e. the former had Brand Awareness lift 1.5x the latter.
5. Source: Commissioned Nielsen Matched Panel Analysis – 19 studies on YouTube from 2016-2017 across 6 countries; Lift based on at least one of multiple tested strategies with significance >80%

 

 

Facebook Moves In On Google Territory With Dynamic Ads For Flights

Online travel ads are big business and Google has had more than its fair share of the pie. Now Facebook is looking to get a slice of the action by introducing its own series of Dynamic Ads for flight tickets.

This new program will give airlines the ability to retarget prospects across Facebook, Instagram, and Facebook’s Audience Network. Targeted ads will be derived from browsing behavior from multiple sources of data, including data imported from the advertiser’s own sources such as their websites or apps.

Facebook has already ventured into Dynamic Ads for other travel offers like hotel and destination bookings, but the addition of flights makes the platform even more powerful. 

According to eMarketer, the travel industry has pumped in nearly $6 billion in 2016 on advertising in the United States. Online travel sales are expected to reach a huge $755 billion by 2019. This is a lot of money that Facebook does not want to pass on.

In just the last year, Google Flights has accrued at least $12 billion in travel advertisements. Facebook wants to leverage their social aspect to target friends and family who discuss their upcoming vacation plans in the hopes of taking a bite out of that revenue.

Dynamic Ads is expected to be extremely effective as it will target prospects that are nearly ready to buy in their purchasing journey. According to a GfK study conducted for Facebook last year, 85% of travel is planned on a mobile device. This is a territory where Facebook has a strong hold. 

“People come to us every day to discover and talk about what matters to them,” Christine Warner says, the US industry head for Facebook’s travel sector. ““And then Dynamic Ads for travel capture people when they express interest in your brand with clear intent about where they want to go.”

Facebook has brought in a few companies to test the beta version, including airline company Delta. Cathay Pacific has seen a huge rise in their number of online bookings and has been able to reduce the cost of their booking acquisitions by 15%.

At this time, advertisers can only use static images and image carousels for their ads, but they are expected to add video in the near future. 

Displaying ads in a dynamic ad format is a difficult task. Advertisements need to balance a variety of factors including modified origins and destinations, as well as the current price of flights, which are fluctuating on a continual basis.

This is being addressed by allowing airlines to select prices based on specific time frames or by targeting users based on the activity of their previous searches. 

It is still unclear where advertisers are getting the best results, but it is expected that as more data rolls in, the performance of Facebook, Instagram, and the Audience Network will become more apparent. However, it is assumed that Facebook and Instagram will outperform the Audience Network based on previous native ad experiences.