Google is adding two new campaign types for video ads aimed at driving video views or generating demand.
The company announced the video-first campaign types during the Google Marketing Live event and said the ads would have placements on all Google-owned and operated properties.
Below, we will talk a little about what each campaign type offers and when you can expect to try them for yourself.
Video View Campaigns
These campaigns are geared towards a singular purpose (driving views) and early testing shows these ads are successful. According to Google, one study using Video view campaigns saw 40% more views on average compared to in-stream skippable cost-per-view campaigns.
The video view campaign type is also surprisingly versatile, allowing for a variety of formats including in-stream ads, in-feed ads, YouTube Shorts, and more.
The beta is expected to launch next month.
Demand Generation Campaigns
Demand gen campaigns are one of Google’s latest creations using AI to better engage users and drive action.
Like Video view campaigns, these campaigns will be available for YouTube Shorts, in-stream and in-feed ads, Google Discover, and Gmail ad placements.
The main draw of Demand gen campaigns for advertisers will be the ability to create Lookalike audience segments based on “seed lists” using data from Google and YouTube users.
Advertisers can then set their segments to be narrow (2.5% reach), balanced (5% reach), or broad matches (10% reach).
These two campaign types offer focused approaches for video-first campaigns to accomplish specific goals. While they may not seem revolutionary, these will likely become important campaign options for advertisers looking to expand their reach and find receptive audiences.