Info Google's new service: Search data will be used for YouTube ads
"Google's new service provides brand owners with more tools to help post relevant and useful ads across screens," said Jon Mew, chief operating officer of IAB, the U.S. Interactive Advertising Agency. If this becomes a more customized experience, more consumers will be watching ad-only video content on laptops, phones and tablets, a positive development for the industry. "
While it has always been available for targeting based on people's YouTube viewing history, any login user's search history and other account-related activity information, such as demographic information, can now be applied to targeting. If a user has recently searched for a product, travel destination, or movie, the brand owner can consider pushing YouTube video ads to those potential customers.
Google Search Data is one of the most powerful ad guides, but it has not been applied to more advertising products. Now facing increasing competition from Facebook, Google has had to abandon this unrealistic stick. The move is significant because it builds on Google's previous integration of apps or Chrome and personal search data.
In the new service, the Customer Match tool, launched last September, has also been integrated, allowing the company to upload customer data and match Google users. As a result, advertisers will be able to target the highest quality customers across YouTube, search, and Gmail.
Charles Hamouy, director of 360i Europe PPC, commented that advertisers were more confident of reaching their core audience and then enhancing the campaign's performance KPI.
In addition, Google revealed that it is also developing a cloud-based measurement solution that provides more information about the effectiveness of brand owners' activities while balancing consumer privacy. This results in better measurements and insights. "The new solution provides more detailed cross-screen insights into YouTube's activities so that brand owners can better understand the impact of the event on the most valuable customers," YouTube Product Management Director Deya Jolly wrote in a blog post. Automakers, for example, can gain a richer understanding of how YouTube ads affect specific audiences across screens, such as people who have bought SUVs. "
Some see the new measurement system as a turning point towards more people-oriented marketing. "Between the Customer Match tool and this new release, it's clear that Google is already helping brand owners understand and activate audiences across platforms. Addressing will soon be the force behind modern marketing, and Google will have to see how it plays around, even without a user-certified network. Matt Tepper, Wunderman's chief strategy officer for North America, said.
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