- Google unveiled recent artificial intelligence (AI) software tools today aimed at increasing demand and maximizing video campaigns, in response to an organization blog.
- Demand Gen is meant to more easily disseminate marketers’ best performing visual assets in ad campaigns across YouTube, YouTube Shorts, Discover and Gmail. Video Views campaigns leverage AI to extend viewership across in-stream, in-feed and YouTube Shorts.
- The developments come after Google said it could greatly expand its AI offerings. Preliminary testing for Video Views campaigns shows they average 40% more views in comparison with traditional skippable ads.
Google’s AI push continues with two recent AI-driven means for maximizing campaign performance, especially of video-based campaigns.
Demand Gen and Video Views campaigns arrive a month after Google unveiled recent updates to its AI chatbot Bard, equipping it with virtual search capabilities and third-party plug-ins. The fervent push into AI comes as Google prepares to phase out third-party cookies starting early next 12 months, putting pressure on the digital behemoth to provide you with alternative methods for marketers to focus on campaigns and support search marketing strategies.
The recent AI tools focus heavily on YouTube, which 87% of consumers say helps them make purchase decisions faster, in response to research cited by the corporate. Samsung Germany tested Video View campaigns throughout the height of the vacation season and achieved a 94% incremental reach while concurrently reducing CPMs, per the blog.
Demand Gen incorporates a recent production flow, meant to make it easier to bring visual assets to Google Ads and preview how they’ll appear to the patron. Research cited within the press release found that 91% of consumers took motion after discovering a recent product on Google feeds similar to Gmail. Google also announced recent AI-driven measurement tools.
AI has quickly turn out to be top of mind for marketers because the technology expands in each availability and class. Tech firms from Meta to Snap have invested heavily in AI, and agency holding firms including WPP and Publicis have begun making moves within the space. However, concerns around ethical use remain.
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