Youtube Marketing

Tap Into Fan Power With New YouTube Select Sponsorships

20 April 2021 by

From record-breaking music video releases to never-before-seen conversations with celebrities, YouTube has become the virtual stage for the world’s biggest cultural moments. The top 10 videos from 2020 — reaching a total of 356 million collective views — brought the world together to game, to laugh, to share some good news and so much more. 

As home to the content people need and the creators they love, YouTube is where personal meets popular — with fan favorite channels like Naomi Campbell (500,000+ subscribers) and Zach King (10 million+ subscribers). In the U.S., YouTube is the #1 video content provider viewers would miss the most if it was no longer available.1  

To help brands engage peak audiences, build association and stay relevant when it matters most, today we’re announcing a bigger, better sponsorship program under YouTube Select in the U.S.

Expanding our YouTube Select sponsorship offering 

In addition to longstanding sponsorships available exclusively in the upfront like NFL Game Day All Access, new this year, we’re offering a rolling set of seasonal sponsorships available on a quarterly basis.

Our seasonal sponsorship offering focuses specifically on what’s prominent in culture during that time of year, like Mother’s Day, Summer Wellness or Women in Music during Women’s History Month. And most importantly, the breadth of the seasonal slate means advertisers have a much wider variety of opportunities to celebrate diverse communities and topics, and reach their audiences where they are watching. 

See below for a glimpse into some of the most exciting sponsorships coming up, available either upfront or through our new seasonal offering.

The Upfront Slate

Reaching over 30 million views in the 2020 season, NFL Game Day All Access will be returning to YouTube for a third season this fall.2 Streaming exclusively on the NFL YouTube channel, it gives fans an intimate look at the full game day experience, with wired sound from players and coaches. Advertisers will have the opportunity to sponsor the show for multiple episodes during the regular season and postseason.

2020 was the biggest year yet for gaming on YouTube, with 100 billion watch time hours and 40 million+ active gaming channels. Building on this momentum, we’re adding a brand new upfront opportunity with Summer Game Fest — the industry’s first fully digital and global gaming event. We’re also excited to bring back the upfront sponsorship for The Game Awards — one of the biggest nights in the gaming industry that celebrates the biggest achievements of the year, including high share of voice, in-show integration and more.

Additionally, brands will have the opportunity to put on their studio executive hats with YouTube Greenlight. YouTube Greenlight brings a group of emerging YouTube creators together to pitch an original series ideas based on specific advertisers goals. The sponsorship includes a custom creator pitch session, a fully funded creator original series with integrations and paid promotion across YouTube.

The Seasonal Slate 

Today, YouTube announced a continued focus on sustainability with new original programming coming later this year. A subset of these shows will be available for sponsorship as part of our Q4 sustainability seasonal package, alongside other opportunities with YouTube creators and content focused on sustainable impact. The sponsorship will be available for companies with strong commitments to building a better planet for everyone.

Additionally, the seasonal state offers new ways to connect with your audience during holidays like Mother’s Day. For Mother’s Day specifically, we’ve seen surges in interest for things like that special gift, the perfect song for mom and more. To help brands align with this moment on YouTube, we’re offering a variety of packages including ownership of top moms’ channel WhatsUpMoms and the ability to build your own high share of voice packages across top mom creator and celebrity channels.

We’re celebrating Black Music Appreciation Month with three different Black Music Month packages in June. Each sponsorship includes high share of voice across relevant playlists like R&B Wave or Essential 00’s Hip Hop, added value components and ownership of top channels like Joe Budden TV.

How advertisers are tapping into moments that matter most on YouTube

Mediacom partnered with their client and YouTube to honor women’s history through the lens of music. The partnership included development of custom creative assets to celebrate women’s history, plus 100% share of voice of contextual environments like Women’s History Month music playlists and the GRAMMY’s channel, which featured a Women in the Mix special.

Angelina Kim, Senior Partner & Group Director, Mediacom, said “This was an important opportunity to help our client connect with their audience, and drive engagement with the brand in the moments that matter most — all creatives drove significant increases in awareness and message association.”

The sponsorships shared today are just a sampling of what’s available. Reach out to your Google sales team to learn more about YouTube Select sponsorships available in the upfront, and throughout the year.

1.  Google/Talkshoppe, US, whyVideo study, n=2003 A18-64 Genpop video users, June 2020.
2. YouTube Data, Sep 2020 – Mar 2021

Source: Official Google Webmasters Blog

Google Marketing

Greater Controls For Sensitive Ad Topics In Your Ad Settings

10 December 2020 by

Building tools that provide transparency and control has always been a top priority for us, and over the years, we’ve empowered people to shape their ads experience through user controls. We’ve launched About this ad, which explains why a specific ad is being shown, and Ad Settings, which allows people to control how ads are personalized or even opt out of personalized ads altogether at an account level.

We’ve heard feedback that some people would prefer to limit ads in certain categories like alcohol, so today, we’re launching a new control in Ad Settings, enabling people to see fewer alcohol ads, with gambling as an additional option. 

We’ve long had features like Mute this ad, where people can indicate which ads they’d rather not see. These controls live alongside our policies which determine when and where gambling and alcohol ads can be shown per local laws (e.g. age restrictions). This new feature is an extra step, putting choice in the user’s hands and enabling you to further control your ad experience. With a click of a button, you can choose to see fewer gambling and alcohol ads. It is also reversible; should you change your mind, you can click to see such ads again. 

This feature will roll out in Ad Settings gradually, beginning with YouTube Ads in the US, and we aim to introduce this for Google Ads and YouTube globally in early 2021. Countries with legal restrictions against serving gambling and alcohol ads will not see any change in their policies.

Many of the advertisers we work with are also invested in respecting people’s choices and cultural differences when it comes to the ads they see. For this initiative, we’ve been working with the International Alliance for Responsible Drinking (IARD) and its members, the leading beer, wine and spirits producers, taking into account their expertise on standards for responsible alcohol advertising and marketing—and we’re pleased to have their support.

“IARD’s engagement with Google means users of the platform, starting with YouTube, will have the option to see fewer alcohol ads. Our members are determined to give people greater control over whether they see alcohol-related marketing online. Respecting these personal preferences and recognizing differences in culture requires sensitivity and action, that’s why we hope this partnership is the start of a bigger movement.” – Henry Ashworth, President and CEO of the International Alliance for Responsible Drinking

 “As a responsible producer and member of IARD, we are determined to set and deliver new and robust standards of marketing responsibility. This significant new feature is a very important development for our sector, and it will have a meaningful impact for people around the world as it is rolled out across Google’s platform.”- Albert Baladi, CEO Beam Suntory and Chair of the IARD

We believe this new feature is an important step in user choice and control. We’ll continue to improve our controls; and as our products and people’s expectations of them evolve, so will the features we make available to personalize ad experiences.

Source: Official Google Webmasters Blog

Google Marketing

Audio Ads On YouTube Expand Reach And Grow Brand Awareness

17 November 2020 by

Whether it’s to squeeze in a living room workout before dinner, catch up on a podcast or listen to a virtual concert on a Friday night, people are increasingly turning to YouTube as they spend more time at home. 

To help you tailor your media and creative approach to the different ways consumers are engaging with YouTube, we’re introducing audio ads, our first ad format designed to connect your brand with audiences in engaged and ambient listening on YouTube. Audio ads, currently in beta, help you efficiently expand reach and grow brand awareness with audio-based creative and the same measurement, audience and brand safety features as your video campaigns.  

Reach more music fans

Music has always played an important role in culture and everyday lives. It’s a reliable way for you to capture an audience engaging with content they love, but for most brands, it’s untapped on YouTube. With music video streaming at an all time high on YouTube—more than 50 percent of logged-in viewers who consume music content in a day consume more than 10 minutes of music content—we’re introducing new solutions for your brand to be seen, heard and recognized alongside music content.1 

In addition to audio ads, we’re also launching dynamic music lineups, dedicated groups of music-focused channels across popular genres such as Latin music, K-pop, hip-hop and Top 100, as well as moods or interests like fitness, so you can easily reach music fans globally and drive results for your business. Music lineups and audio ads make it possible to be there, at scale, whether YouTube is being watched front and center or playing as the backdrop to daily life.

Amp up your brand message

Audio ads are characterized by creatives where the audio soundtrack plays the starring role in delivering your message. The visual component is typically a still image or simple animation. 

In our months of alpha testing, we found that more than 75 percent of measured audio ad campaigns on YouTube drove a significant lift in brand awareness.2

One of our early testers, Shutterfly, used audio ads to influence purchase consideration among interested shoppers, driving above benchmark lifts of 14 percent lift in ad recall and 2 percent lift in favorability among their target audience.

Find success with audio ads

When you’re preparing your audio ads campaign, keep in mind that audio should play the leading role. Think: If I close my eyes, I can still clearly understand what this ad is about. Be clear and specific with your message and pick a friendly, authentic voice to deliver it. If you aren’t sure what creative to use, you can use Video experiments to run a test and get results quickly and at no extra cost. 

Audio ads are available in beta via auction on Google Ads and Display & Video 360 on a CPM basis with the same audience targeting options, bidding strategies and Brand Lift measurement capabilities as your YouTube video campaigns. Using both video and audio ads together, you can reach more people, consuming content they love, with the ad format that’s best suited for their unique YouTube experience. 

To learn more about audio ads on YouTube, visit the Help Center or speak to your Google representative. 

Source: Official Google Webmasters Blog

Google Marketing

Make Every Marketing Dollar Count With Attribution And Lift Measurement

12 October 2020 by

Understanding how each media touchpoint contributes to your goals can mean the difference between marketing that drives business growth and marketing that fails to deliver. To make every dollar count, you need tools that help you learn how people are responding to your ads, so you can take action to improve your results.

Today, we’re announcing improvements to Attribution in Google Ads including coverage for YouTube ads and a significant expansion in the availability of data-driven attribution. We’re also sharing updates to our lift measurement solutions including a new way to measure incremental conversions and an accelerated time frame so you get results even faster.

Measure more of your Google media

Attribution in Google Ads helps you understand the paths people take to complete conversions. It awards credit for conversions to different ads, clicks, and factors along the way, so you can focus your investments on the media having the biggest impact on results.

Earlier this year, we launched a new look for attribution reports to help you get important insights faster. And with more people turning to YouTube as we spend more time at home, we added YouTube to attribution reports, to help you better understand the role video plays in your customer’s path to purchase.

fuboTV, a live TV streaming platform that includes sports, news, network television and movies, used attribution reports to understand how customers interact with their YouTube and Search ads before converting. They saw that for every conversion YouTube drove directly, it assisted 2 more conversions on Search. “These insights helped us see the full value of video. This enabled us to start thinking about YouTube and Search media in one view and take into account blended cost-per-acquisition goals that more accurately reflect the total impact of our ads at driving conversions,” said Antonio Armenino, Search and Display Lead at fuboTV.

YouTube ads in attribution reports is now in beta. Eligible advertisers will be able to opt-in within the Measurement > Attribution section of Google Ads to see YouTube ads in the Top Paths, Assisted Conversions and Path Metrics reports, alongside Search and Shopping ads. And to give advertisers a more holistic view of Google media, we’re also adding Display ads to attribution reports in the coming months.

Data-driven attribution is now available to more advertisers

Data-driven attribution (DDA) is a type of attribution model that uses Google’s machine learning to determine how much credit to assign to each ad interaction along the consumer journey. Trained on and validated against incrementality experiments, data-driven attribution gives credit based on the incremental impact of your ads. It continuously analyzes unique conversion patterns, comparing the paths of customers who completed a desired action against those who did not, to determine the most effective touchpoints for each business. DDA is our recommended attribution model because the constantly updating, machine learning-based approach ensures you are always getting accurate results that account for the latest changes in consumer behavior.

DDA requires a certain volume of data in order for us to build a precise model, but to make DDA available to more advertisers, we’re lowering the data requirements for eligibility. With this change, each conversion action in your Google Ads account that has at least 3,000 ad interactions and at least 300 conversions within 30 days will be eligible for DDA. This is possible due to ongoing improvements to the machine learning algorithms we use to train data-driven attribution models, so we can do more with less data without sacrificing precision.

Use full-funnel lift measurement to validate and implement findings

Attribution is best for day-to-day, always-on measurement and is effective for setting ad budgets and informing bid strategies on a campaign or channel level. Businesses that are prepared to move beyond DDA can use randomized controlled experiments—also known as incrementality or lift—to set channel-level budgets or to optimize future campaigns.

For years, marketers have used Brand Lift and Search Lift to measure the impact of YouTube ads on perceptions and behaviors throughout the consumer journey, from brand awareness to purchase intent, and lift in organic searches on Google and YouTube. Today, we’re announcing that Conversion Lift is now available in beta. Conversion Lift measures the impact of your YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.

Each of Google’s lift measurement tools use best-in-class methodology to ensure accuracy and precision, and that no additional costs are incurred to run these experiments. In addition to delivering accurate, full-funnel measurement, we’re making changes to our lift measurement tools so you get results even faster.

For Brand Lift, we recently launched accelerated flights so you can get the brand perception metrics you care about sooner, with the ability to re-measure over time. We’re also reporting Search Lift and Conversion Lift results as soon as they become available, with flexible study durations and integrated daily reporting, so you can see changes more frequently and over time. Last, you can now run Brand Lift, Search Lift and Conversion Lift measurement on the same campaign, so you can get fast, actionable results across the entire consumer journey.

Fiverr, one of the world’s largest marketplaces for freelance services, wanted to drive both consideration and website engagement. They ran YouTube ads to reach audiences throughout the funnel, and used Brand Lift, Search Lift and Conversion Lift to measure full-funnel impact. They saw that their first test delivered strong relative lift, with a 10 percent lift in consideration, 62 percent lift in searches on Google and YouTube, and 30 percent lift in new users. “We received excellent insights from this campaign. Now that we’ve seen success in reaching first-time users throughout the funnel, our next step is to develop messaging for user retention,” said Tal Moravkin, Creative Manager at Fiverr.

We look forward to seeing these insights help you understand how people interact with your marketing throughout the consumer journey. Looking ahead, we’re working to bring more channels and formats into attribution and lift measurement, so you can get better insights to make every marketing dollar count.

Source: Official Google Webmasters Blog

Youtube Marketing

Build Your Brand With YouTube: New Ways To Drive Reach And Engage Your Audience At Scale

16 September 2020 by

The digital video boom is here. As people spend more time at home and the need for relevant, fresh content is at an all-time high, the shift from linear to digital video is accelerating.

On YouTube in particular, over 2 billion people globally are gravitating toward timely content, from live entertainment like Post Malone’s livestreamed living room concerts to transformative current events like rallying cries for racial justice from creators. They are also favoring the TV screen—with watch time growing across regions. In the US for example, watch time on YouTube and YouTube TV on TV screens jumped 80 percent year over year. 

Leading brands are making the most of YouTube’s massive reach and deeply relevant content to build brand awareness, and ultimately, drive results at scale. Today, we’re sharing new ways to help advertisers achieve these goals, including expanded reach planning solutions and advanced contextual targeting—a new and better way to show up in the right contexts for your customers.

Expanded tools to drive efficient reach and fuel your awareness strategy on YouTube

More viewership and the right mix of tools to reach a growing audience means that YouTube can offer incremental reach for the same budget. In the US, our relationship with Nielsen helps advertisers find the right mix. On average, advertisers saw that shifting just 20% of spend from TV to YouTube generated a 25% increase to the total campaign reach within their target audience, lowering the cost per reach point by almost 20%, across 21 Share Shift studies we’ve commissioned from Nielsen.1 To help global marketers, we are expanding our evaluation of Nielsen’s Total Ad Ratings to the UK and Italy.

When marketers include YouTube to drive efficient reach, they are seeing it pay off in real business results. Katie Haniffy, Head of Media, PepsiCo Beverages, turned to YouTube to drive scale and extend reach of Pepsi’s “Gift it Forward” Holiday campaign. The creative, starring Cardi B, celebrated the gifting mindset during the holiday season.  “We knew YouTube had to play a critical role in ‘Gift it Forward’ as it continues to deliver strong performance across the beverage portfolio. The ‘Gift it Forward’ campaign did not disappoint—YouTube drove new brand buyers during the holiday season to the unique audience we wanted to reach.”

To help you easily plan campaign strategies that take advantage of this incremental reach beyond TV, soon we are also expanding TV data in Reach Planner to more countries, including France, Spain and Vietnam.

Additionally, if you’re looking to plan YouTube with other online video partners, we’re enabling reach planning capabilities across your entire campaign in Display & Video 360 including YouTube, auction and programmatic deals. 

Use Video reach campaigns for a simpler way to buy efficient reach across ad formats. 

Since launch, we’ve seen when advertisers combine skippable in-stream ads and bumpers into one campaign optimized for unique reach, they see higher lifts in Brand Awareness than advertisers who bought either format on its own.4  Marion Carpentier, Omni Business Leader at French men’s wear brand, Jules, says “By combining multiple formats into one campaign on YouTube, we were not only able to reach incremental audiences at a more optimal frequency compared to other video partners, but were able to drive a relative brand lift of 4.9 percent.” 

A new way to show up in the right contexts for your brand

YouTube’s ability to drive mass reach means we can also deliver scale in specific contexts that matter for consumers and your brand. To make it easier to discover the content that’s best for you, today we are announcing YouTube dynamic lineups—powered by advanced contextual targeting.

Advanced contextual targeting is the next generation of content targeting on YouTube. It uses Google’s machine learning to better understand each channel on YouTube, including analysis of video imagery, sound, speech and text. 

This allows us to create lineups5 that are scalable across content based on specific topics, cultural moments or popularity. For example, in addition to home or lifestyle lineups in most markets, you can find more nuanced choices like “home and garden” and “home improvement.” This means better access to customers with unique interests and needs—all with the brand suitability controls that are most important for your business.  

It also means you’re able to drive greater impact for your brand. A recent study conducted by Google and Ipsos in the US found that video advertising based on consumer interest and intent has significantly more impact than demo—with a 32 percent higher lift in ad recall and 100 percent higher lift in purchase intent. 

Complement your audience strategy with dynamic lineups to maximize reach.

Early adopters like OMD are seeing strong results using YouTube dynamic lineups to complement their existing audience strategies. Chrissie Hanson, Global Chief Strategy Officer at OMD says, “Using lineups powered by advanced contextual targeting delivers a more relevant and empathetic understanding of audiences. This in turn serves to drive more relevant reach and efficiencies for our customers, as part of a broader program that leverages audiences and other tactics across YouTube.” 

YouTube dynamic lineups are launching on a rolling basis starting today and will be fully available by the end of September in ten markets. They are available across both Google Ads and Display & Video 360, with more countries coming soon.

From sales to ROI—deliver the results that matter

Most importantly, efficient reach and relevant ad experiences must drive not only awareness, but also business results. Across global Marketing Mix Modeling studies we’ve commissioned from Nielsen, we’ve seen YouTube deliver the bottom line results you care about.

Check out our new awareness collection—from success stories to trends

We’re sharing a new collection of resources on our Advertising Solutions Center to help you build awareness for this new world. You’ll hear first-hand perspectives from companies like PepsiCo, Domino’s and Jules, delve into trends driving YouTube viewership and learn about our newest product innovations built to better meet your awareness objectives. We’ll continue to roll out more content on the Advertising Solutions Center in the coming weeks.

We hope these latest updates will help you build your brand for today, and create resiliency for tomorrow.

Reach out to your Google sales rep to learn more about the solutions above, including best practices on campaign set-up, how to apply for the Video reach campaigns beta and how to access YouTube dynamic lineups in your market.

Source: Official Google Webmasters Blog

Youtube Marketing

Better Conversion Measurement For Video Ads On YouTube And Our Network

11 September 2020 by

From sparking an idea to helping people make that final decision, online video plays an important role in helping consumers make purchases. In fact, 70 percent of people say they bought a brand as a result of seeing it on YouTube. For advertisers, measuring video campaigns and conversions accurately has never been more important—or more complex—given all the different paths the consumer journey can take. 

That’s why we’ve been researching engaged-view conversions (EVC), a more robust non-click conversion metric. EVCs measure the conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days. EVCs are a more robust way to measure conversions than view-through conversions (VTCs), an industry standard that measures the conversions that take place after a person views an impression of your ad, but doesn’t click.

We’ve heard from advertisers that it can be challenging to assess the impact of video ad campaigns on conversions when you can’t compare across ad formats. That is why today we’re announcing that by the end of the year we will make engaged-view conversions a standard way of measuring conversions for TrueView skippable in-stream ads, Local campaigns and App campaigns. Our vision for the coming year is to give you more transparent reporting across both click and engaged-view conversions, aggregated and anonymously, and new configurability options for conversion measurement to make data-driven media decisions for your business.  

Engaged-view conversions are informed by incrementality studies

Our teams have run large-scale incrementality studies over the years that confirmed the causal impact of video ad campaigns were undervalued when considering clicks alone. Based on these studies, we found that most incremental conversions come from engaged users who are given the option to skip, but choose to watch your ad. In fact, over 60 percent1 of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Therefore, the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’. When these engaged-views result in conversions within a set amount of days, engaged-view conversions are included in the conversion report.

The incrementality studies we ran also determined the default attribution window for engaged-view conversions. The default attribution window is tailored based on consumer behavior for each campaign goal and is set to three days for TrueView for action, two days for App campaigns for Install and one day for App campaigns for engagement. But you know your business best, and will be able to set the right attribution window based on your customers’ behavior and campaign goals in the coming year.

We look forward to seeing how engaged-view conversions can help you understand the value of your ads and grow your business as user behavior evolves and new viewing habits, devices and experiences become available.

Source: Official Google Webmasters Blog

Google Marketing

Drive Results With New Direct Response Solutions On YouTube

18 June 2020 by

Prolonged store closures have forced brands around the world to recalibrate their media campaigns to focus on driving online sales. With this shift to digital, it’s become even clearer that every advertiser is a performance advertiser. 

With YouTube, marketers have the flexibility to shift budgets and invest in driving the results that matter most. As businesses begin to reopen, they have an opportunity to use video to drive both online and offline actions on YouTube, where 70 percent of people say they bought a brand as a result of seeing it on our platform.1 That’s why we’ve invested heavily to introduce effective video solutions that drive action. Last year, the number of active advertisers using TrueView for action grew over 260 percent.2 

Today, we’re making it even easier for you to inspire people to take action on YouTube with smarter solutions that make video more shoppable, use automation to drive conversions, and help you better understand attribution.

Make your video ads your new storefront

Brands are strategically using video ads when merchandising new products. Recently, Aerie needed to simultaneously drive brand love and omnichannel apparel sales for their 2020 spring campaign. They used YouTube as a full funnel solution and connected with audiences with the highest likelihood to purchase. As a result, Aerie saw strong engagement for their brand and achieved a 25 percent higher return on ad spend than the previous year—with nine times more conversions compared to their traditional media mix. 

To help businesses establish a stronger e-commerce presence, we’re experimenting with a new way to make your actionable video ads more shoppable—complementing your ad with browsable product imagery to inspire the next purchase. All you need to do is sync your Google Merchant Center feed to your video ads, and you can visually expand your call-to-action button with the best-sellers you want to feature and drive traffic to the product pages that matter. 

An easier way to drive more conversions

In addition, we know that with limited marketing budgets, it’s become harder to drive reach and convert demand at the same time. Today we’re announcing Video action campaigns, a simple and cost-effective way to drive more conversions across YouTube. It automatically brings video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one campaign. To make it even simpler, we’ll include any future inventory that becomes available, like the What to Watch Next feed. This way you can save time to focus on strategic initiatives like crafting the right creative and messaging for your audiences.

We’ve seen Video action campaigns work for companies of all sizes, including Mos, a startup that helps students find funds for college to avoid large student debts. As a newer company, Mos was excited to test out a solution that could drive results quickly. In the last few months, Mos saw 30 percent more purchases for their service at a third of the cost compared to their previous YouTube benchmarks. 

Transform your campaign into a lead generation tool

For businesses that rely on new leads to sustain growth, we recommend adding lead forms to your Video campaigns. Lead forms help advertisers capture qualified leads while reducing costs – all without interrupting the viewing experience. Automobile giant Jeep tried this approach with their Korea branch and saw a 13 times increase in completed leads at an 84 percent lower cost per lead. With lead forms, they generated “the most leads at the most efficient cost among all ad platforms,” says Kenny Hwang, Jeep’s Korea Marketing Manager.

Plan for greater impact across different consumer touchpoints 

We often see that people switch between Search and YouTube to find new information that influences what to buy. In order to help you understand where your conversions are coming from and provide more transparency around your customer’s path to purchase, we’ve included YouTube in our Google Ads attribution reports. Attribution reports can provide insight into how budgets can be allocated to maximize impact across YouTube, search and shopping campaigns.

As businesses begin to reopen and enter into a state of recovery, we hope these new solutions will make it even easier for you to find new leads, boost web traffic or drive sales. To get started on any of these new products and features, please reach out to your Google account team and we’ll be ready to help.

Source: Official Google Webmasters Blog

Google Marketing

Make The Best Of YouTube Yours With YouTube Select

19 May 2020 by

Helping you connect with your audience is our top priority. This is especially important as digital takes precedence in how we interact, communicate and stay connected.

To make this even easier for your brand, today we’re announcing a new global content solution called YouTube Select—a reimagination and unification of solutions like Google Preferred and prime packs. It offers more flexibility to reach the audiences you can’t find elsewhere in the content and places they choose to watch—with the confidence that your buy is brand-safe.  

More content for greater relevance at scale

Viewers say YouTube offers the most extensive video library.1 To help you find the right content for your brand, YouTube Select surfaces a diverse mix of content packages called lineups—each tailored to globally and locally relevant needs like beauty & fashion, entertainment, technology, sports and everything in between.

This year, we’re introducing a new offering called emerging lineups in the U.S. Emerging lineups provide an easy way to efficiently extend the reach of your campaigns among up and coming or niche channels, with the added benefit of brand suitability controls. 

Beyond our lineups offerings, YouTube Select can now help advertisers reach new audiences across top YouTube apps and verticals like YouTube Kids, Sports, Music and Originals with sponsorships and programs. Across markets, advertisers should work with their local teams to customize the right YouTube Select plan for their needs.

More capabilities for the TV screen, and how you buy

Around the world, people are turning more and more to YouTube on the biggest screen in their home. This shift in viewing behavior means lineups contain more TV screen inventory than ever before.

For example in the U.S., over 100 million people watch YouTube and YouTube TV on their TV screen each month.2  And according to Comscore, YouTube has a higher household reach and share of watch time than the next 3 ad-supported streaming services combined.3  

That’s why we’re introducing a dedicated streaming TV lineup as part of YouTube Select in the U.S. to help brands reach their audiences where they are watching. Streaming TV combines the best of YouTube TV and lineups content, both on TV screens. That means being able to easily reach your audience with a single, scalable offering on the big screen across the best content, including popular creators, YouTube Originals, live sports, feature length movies, timely news and more.

We also recently announced Brand Lift measurement on TV screens, which will be available globally for the YouTube app and coming soon for YouTube TV, to better help brands measure their results.

In addition to more capabilities on the TV screen, we are also bringing more choice to how you buy. Many countries, including most across Europe and Asia-Pacific, are making certain YouTube Select lineups available via Google Ads, Display & Video 360 and reservation. Connect with your Google sales team to learn more about the buying methods available in your region.

More certainty in your campaigns

With YouTube Select, you can be confident that your ad buys are brand-safe. You’ll have access to advanced brand suitability controls, as well as the option to only serve ads on videos that have been machine classified and human-verified across all lineups (lineup/market dependent).

Harriet Perry, General Manager at OMG Digital says “For Omnicom Media Group UK, the ability to build relevant and customized content plans to support the unique needs of each of our clients is critical. The YouTube Select product will allow us to achieve this, and will also provide us added controls like human verification and brand measurement. Additionally, we are excited about YouTube Select’s audience and scale on OTT/connected TV devices, which will be a core part of our overall connected TV strategy.”

With more content, capabilities and certainty, YouTube Select offers an easier way for you to authentically connect with your audience at scale. Most importantly, YouTube Select helps drive real results for your business. In 2019, global lineups delivered an average awareness lift of 13 percent and an average purchase intent lift of 9 percent.4 And in an MMM meta-analysis we commissioned with Nielsen in the U.S., YouTube Select lineups had greater ROI than TV in 73 percent of MMMs that measured YouTube Select lineups, Other Digital, and TV in 2016-2018.5

Make the best of YouTube yours with YouTube Select. 

Explore YouTube Select programming on our website. Connect with your Google sales team to learn more about YouTube Select offerings and rollout timing in your region.

Source: Official Google Webmasters Blog

Google Marketing | Youtube Marketing

It’s Faster And Easier To Use Ads Data Hub

16 April 2020 by

Advertisers tell us that understanding the business impact of their marketing is more important than ever. But they also report that it’s becoming more difficult as the industry—in response to growing concerns about privacy—changes its practices around how data is collected and used. Ads Data Hub enables customized analysis of your Google ad campaigns while protecting user privacy and upholding Google’s high standards of data security.

Today, we’re providing an update on improvements to Ads Data Hub that help you analyze data more quickly and easily, better understand the way that people interact with your ads, and use insights from your data to reach the right customers. With these updates, you can tailor your measurement to your unique business needs, understand how your marketing is performing, and drive the greatest business impact.

Improvements to help you analyze your data faster and easier

Over the past year, we’ve been investing in the infrastructure that underlies Ads Data Hub to make it available to a larger number of customers and simplify the process of writing queries. Over 200 brands, agencies and measurement partners are actively using Ads Data Hub today. And usage continues to increase, with successful queries up over 145 percent in 2019 compared to 2018. But we’ve heard from customers that we need to make it faster and easier to run analysis.

In the coming weeks, we’ll add self-service account linking for Google Ads, Campaign Manager, and Display & Video 360, so you can more easily access your Google ad campaign data across multiple products in a secure, privacy-centric environment. This includes allowing you to create multi-tier account structures, which adds flexibility to how brands and agencies can configure ads data within Ads Data Hub to address unique account hierarchies and user access requirements.

We’re making it easier to run analysis with a Sandbox environment, which recently rolled out to all customers. This environment includes a test dataset and can be used to experiment with data and query development, which can help make execution faster by giving you a better understanding of the types of queries you can write and insights you can get in Ads Data Hub.

We’ve also launched a new query library that gives you access to over 20 templates for the most common types of analysis run in Ads Data Hub. For example, the All events template can be used to get impressions, clicks, conversions and Active View stats for a specific account. Ads Data Hub users can also suggest new templates directly via the in-product feedback form.

  • NoneQuery templates help you write and run queries for the most common types of analysis
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A frequent request we’ve heard from customers is to be able to access and analyze ad data closer to real-time. To address this, we’ve brought latency down from 24-48 hours to 6 hours for display and YouTube ads data from Google Ads, as well as for data from YouTube ads bought via Display & Video 360. That means, if an impression was served at 8am, you can query data associated with that impression from 2pm on the same day.

New ways to understand the consumer journey

Manually stitching together event-level data from Campaign Manager and Display & Video 360 to reconstruct the path to purchase is possible today in Ads Data Hub, but it can be time-consuming and difficult. That’s why we’ve introduced consumer journey paths, a set of pre-processed data that automatically join impression, click, and conversion events together if they’re part of a single journey. This will help advertisers get valuable insights about the consumer journey faster and with higher quality output than manual approaches, and is available to all Ads Data Hub customers that have Campaign Manager and Display & Video 360 data enabled in their account.

To cover more of the ways people interact with media and your brand, we’re expanding beyond computer, mobile and tablet device measurement to include TV screens. This includes coverage for connected TV and gaming consoles. These devices are becoming a bigger part of many media plans, so understanding their role in delivering value for your business is also becoming more important.

Today, Ads Data Hub includes key advertising metrics such as viewability, impressions, clicks, and conversions from display and video ads in Google Ads, Campaign Manager, and Display & Video 360. And in the coming months we’re enabling more measurement use cases by adding advanced Active View metrics for YouTube—including viewability and audibility metrics—that allow you to uncover deep insights into creative performance and user attention.

Reach the right customers with customized audience list creation

Beyond measurement, one of biggest pieces of feedback we’ve heard from customers is that they’d like to take action on the insights they uncover in Ads Data Hub, while protecting user privacy. We’ve begun a test to allow a limited group of customers to build audience lists based on clicks or conversions from Google Ads, Campaign Manager, and Display & Video 360, and use these audience lists to inform who sees display ads in Google Ads and Display & Video 360. For example, you could create an audience list in Ads Data Hub of users that have already purchased your product, then use that as an exclusion list to ensure you don’t continue to show them your ads served via Google Ads and Display & Video 360.

User privacy protections are deeply embedded across all of these features, and—as always—there’s an aggregation requirement for output of any data from Ads Data Hub. Over time, we’ll continue to evolve the capabilities of Ads Data Hub by providing access to additional ads datasets and developing deeper integrations across our ad platforms.

Source: Official Google Webmasters Blog

Google Marketing

Balance Your Spend Across YouTube And TV With Reach Planner

20 November 2019 by

YouTube is focused on helping brands reach their audiences and drive business impact. That’s why we launched Reach Planner in April 2018 to give advertisers a better way to plan their YouTube and video media. To help make it even easier for users to for users to discover the optimal mix of TV and YouTube to maximize the reach of a video based media plan, today we’re launching  Nielsen TV Data in Reach Planner. Now you can see how different distributions of spend on TV and YouTube can affect your reach.

Using this together with Nielsen Total Ad Ratings (TAR), you can compare YouTube and TV reach from the planning stages through to post campaign reporting.

With audiences shifting to digital, it’s important to plan TV and digital together

With audiences shifting to digital, it’s important to plan across channels. According to Nielsen, there are thirty one percent fewer available weekly 18-49 GRPs across broadcast and cable television compared to just five years ago. TV’s decline in reach to 18-49 year olds now requires a forty six percent increase in frequency for marketers to achieve the same GRP levels.1

Advertisers can offset this decline and grow their business by adding YouTube to their overall video plan. Across the 20 Total Ad Ratings (TAR) studies we’ve commissioned with Nielsen, YouTube has consistently driven incremental reach at a more balanced frequency compared to TV.2

Get started in Reach Planner

By adding Nielsen TV data to Reach Planner, advertisers can optimize their mix of TV and online video to maximize reach, balance frequency, and reduce waste.  Advertisers can also change the mix of YouTube formats to see the effect on the overall campaign.

TV Data in Reach Planner is available to all eligible users of Reach Planner in the US. This feature will be available in more countries in 2020.

To get started, reach out to your Google team to get TV Data in Reach Planner enabled for your planning team.

Source: Official Google Webmasters Blog

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