YouTube is rolling out a new tool, called
Director Mix, to make it easier for marketers to churn out hundreds, if not thousands of variations of video ads.
The company is on a mission to convince advertisers that more relevant ads — tailor made for a certain viewer’s profile — will have a much bigger impact on consumers.
It sounds pretty logical, but many big advertisers still only repurpose TV ads for the web. They don’t have the ability, wherewithal, or will to crank out a few hundred or even a few thousand ad variations.
So YouTube is offering to take on the heavy lifting. Director Mix is built to let a marketer upload multiple ad building blocks, like different cuts of commercial video footage, voiceovers, and copy variations — and the tool will automatically create thousands of ads, said Tara Walpert Levy, vice president of agency and media solutions at Google.
“We are in this fight for attention,” she told Business Insider. “Advertisers are weighing where there most likely to get it and how.”
To help increase and ad’s relevance, YouTube is letting advertisers use more Google data to find the potentially most interested consumers. As of January, advertisers could use Google search data to better target ads (like showing a cruise ad on YouTube to someone who’s just searched for travel ideas on Google.)
Now, brands will be able to use data from other parts of the web Google touches for this ad targeting option. For example, a person who has downloaded a skiing conditions apps and used Google Maps to find local ski resorts could see an add for ski equipment on YouTube.
Plus, advertisers employing multiple ad variations can use Google’s data and tools to strategically sequence different ads. For example, a brand can show a person three different ads in a particular order to tell a more complete story.
On the flip side, advertisers can also make sure that they don’t pound people over the head with the same ad too many times, said Levy.
Naturally, Google has all sorts of research on how much better relevant, customised ads perform for brands on YouTube. Levy is set to showcase this data and the new targeting tools at an Advertising Week panel on Monday.
“We’re leaning into our success with these tactics, and expanding the range of signals brands can use make its ads more customised,” she said.
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