For instance, advertisers can serve ads for winter gear to users who have previously looked for ski resorts on Google, including Maps. The ads can also be served depending on the locations a user has visited.
After the change, ad targeting will no longer rely exclusively on YouTube searches.
Google’s media solutions vice president Tara Walpert Levy explained that demographics need to be paired with other relevant pieces of information for effective advertising.
Marketers Can Fully Customize Ads
Levy noted that advertisers cannot guess the age of a YouTube user just by looking at his or her YouTube searches, but Google searches can indicate that that user has a passion for skiing, so winter-related gear is certainly something they care about.
YouTube also announced that the recently released Director Mix program can randomly generate thousands of video ads from a single source.
For example, Campbell’s Soup has already tested the new feature on two different audiences: “Orange is the New Black” fans and YouTubers that searched for Beyonce’s “Single Ladies”. The ad asked the first group “Does your cooking make prison food seem good?,” while the same ad sported the tagline “Dinner for one?” for Beyonce fans.
But this is not all. Advertisers can further customize ads by analyzing the content of a YouTube video to match it with a brand’s audience. If the content is obscure, YouTube will match it with a brand’s generic spots. Levy has tested the feature and is confident that most popular videos have an audience popular with a specific brand.
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