At the AdWeek conference in New York today (29 September), YouTube’s CEO Susan Wojcicki introduced new features focused around “interactivity, mobile and measurement” that she says point to the future of video advertising.
“As we head into our second decade as the place the world comes to engage with video, I’m excited to see us continuing to move fast, to build new things and to help marketers build brands,” she said.
The increasing focus on ecommerce
YouTube has done a lot of work over the past year to make ads more interactive by allowing brands to share product information within pre-roll ads and change which products people see in in-stream ads based on which items are most likely to lead to conversion.
Now it is making more content shoppable. Advertisers will be able to insert product information and buy now features into other content on YouTube – such as product reviews and how-to-videos. Content creators simply have to sign up to the “shopping” ads scheme for marketers to insert their message.
Ecommerce is a big focus for YouTube after Google previously admitted that its video site was one of the reasons behind an overall decline in its prices because advertisers pay less for these ads than for Google search ads. This is because viewers are not typically as close to purchase when they view ads on YouTube as they when they perform a Google search.
The new feature ups the ways in which YouTube can prove it is directly contributing to a sale. It also offers new revenue streams for both content creators and YouTube, with advertisers only having to pay if someone clicks on the ad.
Better measurement and targeting
Also key to boosting YouTube’s ad revenue is better measurement. Google currently offers ‘Brand Lift’ which measures interest in a brad through the number of organic keyword searches taking place on Google.com
It will now expand that to YouTube, so marketers can see if their ad campaigns are encouraging consumers to look on YouTube for related content.
“Measuring impact is an important part of determining impact and is a unique benefit of advertising on Google and YouTube,” claimed Wojcicki.
The new metrics follow the introduction by Google earlier this week of ‘Customer Match’ which is also now available on YouTube. Similar to a function already offered by Facebook, it lets marketers reach their existing customer base by uploading their customer email lists to Google.
While Google remains the top search engine globally and YouTube the biggest video site, there are signs that Amazon and eBay are eating into its share of product-related searches while Facebook is increasingly focusing on video and video advertising.
YouTube wants to become a starting place for product searches as well as prove to advertisers that it helps people on the path to conversion.
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