YouTube has new technology that can cut up and serve ads faster and more efficiently. The internet giant launched new tools for its advertisers today, which were created with the help of research from Ipsos which found that people who watch video ads online are four times more likely to pay attention than when watching TV ads. Moreover promos posted on the platform generate twice as much attention when compared to other online platforms.
“The question we had was, ‘How much attention are we getting and how differentiated is that from other platforms?’ because attention is a scarce commodity right now,” said Tara Walpert Levy, VP of agency and media solutions at YouTube. “How do we help brands to find an easier way to make more personalized ads that connect better with people’s attention and [are] even more effective in viewing it?”
YouTube will be adding new targeting options to its Custom Affinity Audiences tool, which they launched in January that lets marketers target searches “about what people are actually needing and wanting,” Levy said. The results garnered from 1, 000 advertisers that used the new tool revealed an increase in ad recall by an average of 20 percent, while brand awareness jumped 50 percent compared to campaigns that solely use demographic targeting like age, gender and location. Aside from search, the targeting parameters also include apps that the consumer has downloaded or places they have visited.
“It makes sense that layering intention on top of identity or context is driving big results,” commented Levy. “It goes back to what made search advertising in the very beginning—I can immediately and quickly address a direct need that somebody has expressed in a way that actually helps them.”
There are also new tools available to help advertisers generate creative templates to the platform made of different cuts and lengths to appeal to different consumers.