According to Google, monthly over 2 billion people turn to YouTube for entertainment, inspiration and guidanceWhether it’s researching what new product to buy or unplugging by watching one of your favourites. More than 90% of viewers of this social network say they have discovered new brands or products on its platform, and this is an opportunity that Google does not want to miss, launching Discovery Ads.
During the presentation of the new Discovery Ads, Google’s director of display and video ads assured that “A key theme this year is the discovery”and the new Google ads fit this question perfectly, as through visual formats that will be reproduced on different Google platforms, consumers will be able to discover new brands and products.
These ads will reach the right people “not only when they are looking for something specific, but also when they are open to discovering something new” Bender assured, since they will target audiences and not search targets based on .
The Discovery Ads will be automated multi-channel campaigns
This new type of Google Ads campaigns will be automatically displayed on the YouTube home page, in the social and promotion tabs in Gmail and also in the personalized feed that appears on the home page of the Google app for iOS and Android and that has more than 800 million users per month in which they find topics of interest to them.
Discovery Ads will be displayed on this platform like any other linkand will contain an image, headline and an introductory text with the only difference that they will have a badge showing that it is sponsored content.
With Discovery Ads you won’t need a video to advertise on YouTube
Until now integrating YouTube advertising meant your brand should have a video adbut now this will not be necessary.
Discovery ads will allow advertisers to upload images of your campaigns, which will be optimized to create the new ad that can be published on YouTube as native feed ads and will include a call to action, large images, the headline, and a description.
According to YouTube home page discovery content viewing time over the past three years has increased tenfold, something to take advantage of.
Some brands have tried this format in their marketing campaigns, including a fashion brand that by repurposing their existing image assets saw their cost per lead drop by 25% using Discovery Ads, compared to their campaigns on other channels including and search.
Sizes and formats for your Discovery campaign
Google itself has rushed to use the full potential of Discovery Ads campaigns:
Native ads without a social network
The new Discovery Ads campaigns are based on Facebook’s success with visually stunning ads based on audience data rather than search intent.
Although Google failed to establish a social network with Google+, it now shows that it has not mattered… at least from a monetization point of view, since with the data of the intention signals and its platforms, it will be able to integrate visually interesting, native and targeted ads to the audience without having their own social network.
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