Amplify Awareness with Smarter Tools and Products | Google Ads

Key Takeaways

[Music] hi i'm ally miller from the youtube ads product team i really wish we could be together today in person as i always enjoy the opportunity to connect with our customers but the last year has brought on a world of change some changes we'll be very happy to leave behind and some changes will keep as our new normal this is definitely true when i look at my own habits my dog lucy has been a much needed source of fun during the pandemic but lucy will always tell you she's hungry to cut down on trips out of the house i started ordering lucy's food online we found a local store that offers a discount for recurring delivery making it both convenient and a great deal i don't expect i'll be canceling that subscription anytime soon and i'm not alone kovit 19 has changed many people's habits and routines and allowed for new consumer behaviors to emerge most notably in the way we shop shifts are also happening in our living rooms while linear tv once reigned supreme at reaching the masses digital video has truly hit a tipping point becoming the destination for entertainment according to a nielsen study in the u.s youtube reached more adults aged 18 to 49 than all linear tv networks combined in september 2020 in the last year people turned to youtube on connected tvs like never before whether it's leaning back with a good movie dancing along to the hottest music video or finding zen with a guided meditation youtube is people's main stream over 120 million people in the us streamed youtube or youtube tv on their tv screens in december 2020 these seismic behavior shifts might change the way you think about driving awareness for your business or brand but we've developed products and new tools to reduce the effort needed to keep up with these consumer trends and instead make it easy and efficient to hit your awareness goals with youtube i'll now turn it over to global product lead julia carr to share these product updates to help you plan buy and measure your brand campaigns thanks ali the foundation of a strong awareness campaign starts with a data-driven plan for reaching your audience reachplanner is our campaign planning tool that pulls in real-time youtube data so you can confidently forecast the media metrics your budget will deliver kids clothing store carters and our agency merkel used reach planner to understand which youtube formats and frequency would maximize awareness for carters heading into 2021 this planning tool helped them develop a campaign that reached 51 million people at a 40 percent lower cost per view than their average campaign for advertisers eager to plan reach across platforms we are rolling out tv in reach planner which combines historical tv data and simulated youtube data into a single reach curve tv and reach planner is now available in four countries including in the us and will expand to 11 more very soon we will also begin testing tv and display and video 360 reach planner in the back half of the year to see how pepsi vietnam quickly adopted the tv and reach planner tool to make their awareness strategy more coordinated check out their case study on think with google it's not just planning that sets your campaign up for success creative plays an enormous role as well so once you have a solid plan of attack we recommend reviewing your creative against these four best practices no video creative no problem our video building tool which we introduced in april 2020 is coming soon to google ads so all of our partners can make youtube optimized creative quickly and easily with your plan and creative on deck it's time to buy the media that will deliver against your goals youtube offers a variety of solutions to help you achieve your awareness goals but we understand that variety can sometimes introduce complexity in addition we heard from you that your marketing budgets are under more scrutiny and pressure to deliver results than ever before we built video reach campaigns to address this feedback video reach campaigns take the guesswork out of budget allocation and manual optimizations the campaign will intelligently serve the best combination of skippable non-skippable and six second bumper ads to help you reach as many people as possible in your target audience at the lowest price in testing we saw that on average video reach campaigns for unique reach drove between 29 and 44 more reach and a 16 lower cpm than using one or two standalone formats video reach campaigns for efficient reach will be globally available to all advertisers in the coming months for advertisers who care more about maximizing completion rates rather than unique reach we're also going to introduce a new optimization setting specifically for driving efficient awareness later this year to bring this product to life a bit more let's hear from l'oreal on how they used video reach campaigns to maximize reach and awareness of a new hair serum hi i'm alfons kurzail director of marketing at l'oreal portugal recently our consumer research with beauty truck revealed that more than half of women have long hair and 60 rank frizzy hair as one of the top concerns especially amongst younger consumers to answer this consumer need we have launched the lv dream long range with serums top freeze has a star product with a promise of straight and up to four centimeters longer here our objective with this launch was to reach the maximum number of people in the most cost efficient way at l'oreal test and learn is our motto and together with our agency group m we are always trying to find new ways to improve our campaigns and better serve our consumers knowing how hard it is to find the right mix of formats to maximize reach across different devices group m introduces to a brand new youtube format video reach campaigns it was the perfect solution as it uses machine learning to serve the most efficient combination of formats for maximum reach and saves our agency time on planning and optimizations i'll turn it over to our head of digital pedro mercelino on the results thanks alfonso with video reach campaigns we were able to get the most reach ever for l'oreal portugal on youtube amongst our target audience this translates to 32 percent more reach than other youtube campaigns video reach campaigns also reduce our cost per each point by 41 the business results were extraordinary lv achieved record market share with this launch dreamlong reached the highest market share in europe and our star sku ranked number one on the serum market we have continued running video reach campaigns across other brands within l'oreal and the results have been consistently positive especially during lockdown where people spend more time consuming video on the internet thanks for sharing your experience with video reach campaigns alfonso and pedro in addition to the reach metrics l'oreal spoke to we also offer studies to help you measure changes in consumer sentiment about your brand this year our focus has been on making these measurement products faster and more accessible we're excited about our recent launch of accelerated measurement for brand lift which provides faster results from your brand lift studies without any sacrifice to the rigor of methodology re-measurement is now also available so you can understand the impact of mid-flight optimizations or creative swaps we're also working towards making searchlift measurement available for self-service setup in google ads searchlift helps advertisers connect the dots between their youtube campaigns and lift a search behavior above all else we want to build ad products that drive business results for our customers in an mmm meta-analysis we commissioned with nielsen youtube had greater incremental sales per impression than tv in 91 of cpg mmms that measured youtube other digital and tv from 2017 to 2019. i'll now turn it back over to ali to wrap up thanks julia with the rapid shifts in consumer behavior marketing in 2021 might feel like a game of hide and seek but at google we're dedicated to making it easier and more efficient to find and engage consumers it all starts with a data backed plan reach planner is designed to give you the most accurate campaign forecasts so you have confidence in the outcomes youtube will deliver we're also piloting the addition of tv data into reachplanner so you can plan youtube and tv together when you go to buy try out our video building tool if you don't have video assets and remember that advertisers combining trueview for reach and bumpers have seen higher brand awareness lift than advertisers who bought either format on its own video reach campaigns are the most effective way to mix these awareness formats on youtube to measure campaign performance quicker and easier than before brandlift and searchlist studies will be right at your fingertips for best practices and customer case studies on the products mentioned today i invite you to visit the ad solutions center on think with google we look forward to hearing about your success on youtube thank you [Music] you