people learn about your brand and take action at
Posted: Sun Dec 15, 2024 7:01 am
different speeds and in different ways, the decision to purchase can be made at any time.
Recent research from Kantar shows that 40% of consumers are in the consideration phase. They also take their time making purchases: 77% of those who made a decision took up to 6 months to do so.
What does this mean for marketers? While search remains central to your performance strategy, it’s essential to reach people in new ways to encourage them to buy. That’s where video comes in.
According to a survey conducted by Talk Shoppe, viewers say YouTube is mom database the number one platform when researching a product or brand, or making a decision about a purchase.
That means you'll want to pay attention to new ways you can find your audience and generate brand love or drive action on the platform.
Video display campaigns and demand generation are the latest AI- powered advertising formats that can help you unlock your next stage of performance and growth.
TwG US2416 - AI-Powered Video - Design_INLINES (2) (1)
Think with Google
Source: Google/Talk Shoppe, US, YouTube Made Me Love It, n=2,000 video viewers ages 18-64, competitive set includes video (linear TV and ad-supported streaming services) and social media platforms (Instagram, Facebook, TikTok), July 25, 2022 – August 3, 2022.
Video View campaigns use Google AI to serve skippable ads across in-stream, in-feed, and Shorts, helping you get the most views at the lowest cost. In early testing, Video View campaigns generated an average of 40% more views compared to TrueView in-stream alone.
Demand Gen campaigns are built for the needs of today’s social marketers, using Google AI to help find and convert customers with immersive, relevant creative that captures attention and drives action at the right time and place. With these campaigns, top-performing video and image assets are integrated across all visual touchpoints on Google and YouTube, including YouTube, Shorts, Discover, and Gmail.
Early users of Demand Gen are already seeing strong results. For example, in April 2023, Naranja X , the Argentine financial technology company, managed to multiply click rates by 3 with a cost per action 61% lower compared to its paid social channels.
Increase your creative performance
It’s inspiring to see how creators and fans are embracing new video formats and trends. The rulebook for video creativity is being rewritten as the pace of culture and trends accelerates. For brands, the role of video creativity is more important than ever.
It remains the primary driver of ROI, and great ideas from marketers are still at the heart of great campaigns . AI helps by making your creative work harder so you can focus on your ideas and stories . For example, you can leverage Google’s AI-powered tools like Trim video and Universal Translator with voiceover to optimize your existing creative assets.
You can also draw inspiration from the ABCDs of effective YouTube creativity — best practices gleaned from an AI-powered analysis of thousands of ads. Once you have that great idea, these principles can help you bring your best ideas to life on YouTube in the most powerful way, driving better performance. By following these principles, you’ll drive performance improvements.
Recent research from Kantar shows that 40% of consumers are in the consideration phase. They also take their time making purchases: 77% of those who made a decision took up to 6 months to do so.
What does this mean for marketers? While search remains central to your performance strategy, it’s essential to reach people in new ways to encourage them to buy. That’s where video comes in.
According to a survey conducted by Talk Shoppe, viewers say YouTube is mom database the number one platform when researching a product or brand, or making a decision about a purchase.
That means you'll want to pay attention to new ways you can find your audience and generate brand love or drive action on the platform.
Video display campaigns and demand generation are the latest AI- powered advertising formats that can help you unlock your next stage of performance and growth.
TwG US2416 - AI-Powered Video - Design_INLINES (2) (1)
Think with Google
Source: Google/Talk Shoppe, US, YouTube Made Me Love It, n=2,000 video viewers ages 18-64, competitive set includes video (linear TV and ad-supported streaming services) and social media platforms (Instagram, Facebook, TikTok), July 25, 2022 – August 3, 2022.
Video View campaigns use Google AI to serve skippable ads across in-stream, in-feed, and Shorts, helping you get the most views at the lowest cost. In early testing, Video View campaigns generated an average of 40% more views compared to TrueView in-stream alone.
Demand Gen campaigns are built for the needs of today’s social marketers, using Google AI to help find and convert customers with immersive, relevant creative that captures attention and drives action at the right time and place. With these campaigns, top-performing video and image assets are integrated across all visual touchpoints on Google and YouTube, including YouTube, Shorts, Discover, and Gmail.
Early users of Demand Gen are already seeing strong results. For example, in April 2023, Naranja X , the Argentine financial technology company, managed to multiply click rates by 3 with a cost per action 61% lower compared to its paid social channels.
Increase your creative performance
It’s inspiring to see how creators and fans are embracing new video formats and trends. The rulebook for video creativity is being rewritten as the pace of culture and trends accelerates. For brands, the role of video creativity is more important than ever.
It remains the primary driver of ROI, and great ideas from marketers are still at the heart of great campaigns . AI helps by making your creative work harder so you can focus on your ideas and stories . For example, you can leverage Google’s AI-powered tools like Trim video and Universal Translator with voiceover to optimize your existing creative assets.
You can also draw inspiration from the ABCDs of effective YouTube creativity — best practices gleaned from an AI-powered analysis of thousands of ads. Once you have that great idea, these principles can help you bring your best ideas to life on YouTube in the most powerful way, driving better performance. By following these principles, you’ll drive performance improvements.