YouTube Re-Entices Advertisers With Creative Ad Tool

YouTube Re-Entices Advertisers With Creative Ad Tool
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YouTube is attempting to woo advertisers back to the content sharing platform, with a new tool which enables companies to measure the success of an ad campaign in real time.

Called ‘Creative Suite’, the tool was debuted at Adweek by YouTube managing director of global solutions Debbie Weinstein.

According to Wienstein, Creative Suite will offer a “more delightful experience for the user”, which will subsequently be “more impactful for the advertiser”.

The tools follow a year plagued with content problems and brand safety issues on YouTube which has driven away big brands from advertising on the platform.

With a monthly userbase of 1.9 billion, YouTube is harnessing its collosal database to allow advertisiers to “help take advantage of those engaged users and translate that into business results for [their] customers’ business”.

She added, “What we saw customers doing and asking us to do was to help them learn from experiments in real time in a very short window so [they] can put money behind a campaign that’s working best or can tweak the creative.”

In a release from the platform, YouTube said the tool will allow “opportunity for brands and agencies to reimagine their approach to video”.

“YouTube’s creative suite [is] a collection of resources to help you tell great stories on YouTube, test creative variations and measure creative impact.

“Kellogg’s is already tapping into tools like YouTube Director Mix to harness the power of personalization, while 20th Century Fox is pairing experimentation with Video Ad Sequencing to give viewers story-driven introductions to new films.”

The launch consists of three main tools; Video Experiments, Video Creative Analytics, Director Mix and Video Ad Sequencing.

According to YouTube, “Video experiments [is] a head-to-head testing tool in AdWords that works with brand lift measurement and allows you to measure the impact of creative on key metrics like awareness, consideration, purchase intent and more.”

“Cleanly segmented experiments run on YouTube at no extra cost beyond media investment and deliver results in as few as three days.

“Video experiments, launching in beta later this month, convert non-working media spend typically used for focus groups in simulated ad environments into working media spend in real ad environments.”

While ‘Video Creative Analytics’ will, “Bring audience segmentation to retention reports so you can better understand how your creative captures the attention of different groups.

Finally, the ‘Director Mix and Video Ad Sequencing’ will “let you create many versions of a base video and set elements to be swappable ― customizing text, image, sound and video elements to assemble the right video for the right audience and context.”

“Video Ad Sequencing, also in alpha, lets you tell your brand story over a series of ads set in a specific order, or showcase your product message across multiple pieces of content.”

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