Dive overview:
- According to the company’s blog, Google today announced a new artificial intelligence (AI) software tool aimed at increasing demand and maximizing video campaigns.
- Demand Gen aims to make it easier for marketers to spread the best performing visual assets for ad campaigns on YouTube, YouTube Shorts, Discover and Gmail. Video views campaigns leverage AI to increase viewership across in-stream, in-feed, and YouTube Shorts.
- The development comes after Google announced it would significantly expand its AI services. Preliminary testing of video views campaigns shows an average of 40% more views compared to traditional skippable ads.
Dive Insight:
Google’s AI push continues with two new AI-driven measures to maximize the performance of campaigns, especially video-based campaigns.
The Demand Gen and Video Views campaigns launched a month after Google announced new updates to its AI chatbot Bard, complete with virtual search capabilities and third-party plugins. The zeal for AI comes as Google prepares to phase out third-party cookies starting early next year, and will help marketers target campaigns to support search marketing strategies. It puts pressure on the digital giants to come up with alternatives.
New AI tools are focused on YouTube, according to a study cited by the company, which 87% of consumers say helps them make faster purchasing decisions. According to the blog, Samsung Germany tested video views his campaign during the height of the holiday season and he achieved a 94% increase in reach while reducing CPMs at the same time.
Demand Gen features a new production flow that makes it easy to bring visual assets into Google Ads and preview how they will appear to consumers. According to a study cited in the press release, 91% of consumers took action after discovering a new product in a Google feed such as Gmail. Google also announced a new AI-powered measurement tool.
As AI technology has grown in both availability and sophistication, AI has quickly become a top priority for marketers. Tech companies from Meta to Snap are investing heavily in AI, and agency holding companies like WPP and Publicis are also moving into the space. However, concerns about ethical use still remain.
