YouTube expands ad extensions, improves Brand Lift metrics

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youtube ad extensions brand lift metrics

YouTube ad extensions

 

YouTube has taken part in this year’s Advertising Week New York by announcing new advertising tools to boost ad response and track performance.

Ad Extensions

The video streaming website is expanding its ad extensions tools to share actionable context info in YouTube ads.

Similar to extensions on Search ads, extensions on YouTube enhance your video ad with additional useful information – giving consumers more reasons to take action.

YouTube advertisers can add extensions for other info, such as the form and location extensions that arrived earlier this year. These tools provide a simple stream for ad viewers to retrieve info fast.

Although the value varies, the listings show more context based on how you use your YouTube ads.

Before graduating from beta, YouTube said Vodafone saw good results through the expanded extensions tools.

Brands like Vodafone, Chili’s, 20th Century Fox, Headspace and Maybelline are already using extensions for video ads to bring more relevance to their mobile ads and drive impact on the metrics that matter most.

Vodafone had a 230 percent increase in Ad Recall and a 3.5 percent CTR – a 785 percent increase over the regional standard.

Brand Lift

YouTube also released its updated Brand Lift metrics for more data on ad response.

Listening to feedback from advertisers, YouTube will soon set up Brand Lift studies within Google Ads or Display & Video 360. It offers an easier way to view reports along with other ad metrics.

The company also launched two new metrics: lifted users and cost-per-lifted-user.

  • Lifted users tracks how many people took action after seeing your ads.
  • Cost-per-lifted-user boosts the effectiveness and cost efficiency of your campaign.

To capitalize on these measurement tools, YouTube recommends the use of Maximize Lift bidding.

Brand Lift quantifies the performance of YouTube ads through better insights. It shows you who saw your ads and cross checks with your response data.

Ad Performance Verification

YouTube has teamed with more data partners to verify ad performance metrics. It invested more in Google Measurement Partners so advertisers can track YouTube metrics with tools that meet their standards.

The company assures that its partners respect user privacy. And apart from Nielsen Catalina Solutions (NCS) and Oracle Data Cloud, CPG advertisers can soon measure YouTube media using IRI.

The offerings accompany geo-experiments with Nielsen MPA. It gives advertisers options to see the impact of video ads offline.

Ad performance data is a vital subject in digital marketing, so it adds up why YouTube needed to ramp up verification.

Last week, YouTube announced expanded integrations for reach reporting and brand suitability.  It builds on the company’s commitment to provide quality and choice, and help marketers better understand their investments.


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Author: Francis Rey

Francis is a voracious reader and prolific writer. His work appears on SocialBarrel.com and several other websites, covering social media, technology and other niches.

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