Ecommerce Marketing | Google Marketing | Youtube Marketing

A New Video Format To Reach People Across The Mobile Web And Apps

17 April 2018 by

Over the last year, we’ve been working on a way to extend the reach of your video campaigns to people beyond YouTube, especially as they spend more and more time interacting with apps and sites on their mobile devices. Starting today, you can use out-stream video ads, a new format built exclusively for mobile environments, to reach more potential customers with your video creativity.

Outstream ads drive incremental, cost-efficient and viewable reach beyond YouTube. Ads show on Google video partners, which are high-quality publisher websites and mobile apps where you can show video ads, including TrueView in-stream and Bumper ads. When outstream video ads come into view on a mobile screen, they begin to play with sound off. After that, a user can tap the ad to turn sound on and restart the video from the beginning, or simply keep scrolling.

In every context, an ad needs the opportunity to be seen in order to drive impact, which is why our outstream video ads are charged on viewable CPM. This means that every impression you pay for has been on screen and viewable (as measured by MRC standards). In addition to Active View and unique reach reporting, you can use brand interest lift to measure incremental interest in your brand or product as assessed by an increase in organic searches on Google.com or YouTube.

Outstream video ads complement our efficient reach solutions for YouTube: TrueView for reach and Bumper ads. Now, you can reach even more of your audience across the mobile web and apps with a video ad designed for the ways people read, play, swipe, and scroll on mobile.

Advertisers like Hong Kong Tourism board are already using out-stream video ads to increase awareness and cost-efficient reach. Tina Chao, General Manager, Marketing, says, “To build awareness for Hong Kong as a travel destination, the Hong Kong Tourism Board used out-stream video ads to reach a broad set of potential travelers across Asia. Outstream video ads delivered strong results for our global brand campaign: 30% incremental reach with a 40% lower cost per completed video view and 85% lower CPM.”

Source: Official Google Webmasters Blog

Google Marketing

Helping Publishers Recover Lost Revenue From Ad Blocking

16 April 2018 by

Today, the majority of the internet is supported by digital advertising. But bad ad experiences—the ones that blare music unexpectedly, or force you to wait 10 seconds before you get to the page—are hurting publishers who make the content, apps, and services we use every day. When people encounter annoying ads, and then decide to block all ads, it cuts off revenue for the sites you actually find useful. Many of these people don’t intend to defund the sites they love when they install an ad blocker, but when they do, they block all ads on every site they visit.  

Last year we announced Funding Choices to help publishers with good ad experiences recover lost revenue due to ad blocking. While Funding Choices is still in beta, millions of ad blocking users every month are now choosing to see ads on publisher websites, or “whitelisting” that site, after seeing a Funding Choices message. In fact, in the last month over 4.5 million visitors who were asked to allow ads said yes, creating over 90 million additional paying page views for those sites.

Over the coming weeks, we’re expanding Funding Choices to 31 additional countries, giving publishers the ability to ask visitors from those countries to choose between allowing ads on a site, or purchasing an ad removal pass through Google Contributor. Also, we’ve started a test that allows publishers to use their own proprietary subscription services within Funding Choices.

How Funding Choices works

Funding Choice gives publishers a way to have a conversation with their site visitors through custom messages they can use to express how ad blocking impacts their business and content. When a visitor arrives at a site using an ad blocker, Funding Choices allows the site to display one of three message types to that user:

A dismissible message that doesn’t restrict access to content:

A dismissible message that counts and limits the number of page views that person is allowed per month, as determined by the site owner before the content is blocked.

Or, a message that blocks access to content until the visitor chooses to allow ads on the site, or to pay to access the content with either the site’s proprietary subscription service or a pass that removes all ads on that site through Google Contributor.

On average, publishers using Funding Choices are seeing 16 percent of visitors allow ads on their sites with some seeing rates as high as 37 percent.

Ad blockers designed to remove all ads from all sites are making it difficult for publishers with good ad experiences to maintain sustainable businesses. Our goal for Funding Choices is to help publishers get paid for their work by reducing the impact of ad blocking on them, and we look forward to continuing to expand the product availability.

Source: Official Google Webmasters Blog