Do Your Clients Know About These Ad Format Updates?

BY Rachel Cagle
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Google has announced new ad format updates your clients should be aware of, if they’re not already. According to an article by Social Media Today, the new advertising opportunities include:

  • New ways to advertise within YouTube Shorts
  • New video options in Google Discover feeds
  • New responsive display ads

Let’s explore how these new advertising tools can help your clients improve their advertising strategies going forward.

New Google Ad Formats

YouTube Shorts

The first ad format Social Media Today discusses new marketing opportunities for is the YouTube Shorts app. According to YouTube, “Shorts is the spot to shoot, share, and binge short videos (think 60 seconds or less) on YouTube. It’s where you can go to start trends, try out a dance challenge, bring your hilarious ideas to life, and more.” All you need to do to share content is have a YouTube account, film and edit a short video, and upload it onto the app. Think TikTok, but on YouTube.

And YouTube Shorts has consumer leverage. Social Media Today reports that the average daily views on the app were up to 30 billion in April 2022. This makes the app a marketing opportunity for brands. So, that’s why Google has integrated YouTube Shorts placement into its “Video Action and App campaigns,” says Social Media Today. This will “enable brands to connect product feeds into their Shorts promotions. That will make Shorts promos much more shoppable, by providing direct product links directly in-stream.”

According to AudienceSCAN on AdMall by SalesFuel, 60.7% of U.S. consumers over the age of 18 are YouTube Users. Within the last year, 51% of these consumers took action after watching video ads. They’re also 29% more likely than other consumers to say that advertising on their mobile apps is useful to them. Want to know how many of your client’s target audience are active on YouTube and respond to video ads? Check out their profile on AudienceSCAN on AdMall by SalesFuel.

Google Discover

Another ad format with new capabilities is the Google Discover portion of the Google app. “Discover is where people scroll through their favorite personalized content for ideas and inspiration,” says Social Media Today. Google is determined to help advertisers utilize their feed, so they are working on new ways to incorporate short online videos into Google feeds for a more “compelling and engaging ad experience.” By making short videos available on Discover, viewers could more easily stay connected and up to date on trends, topics, products, etc. So, make sure you keep an eye on this trend so that your clients can take advantage of it ASAP.

Responsive Display Ads

Google is also making changes to its responsive display ads. “With responsive display ads, you can upload your assets (images, headlines, logos, videos, and descriptions), and Google will automatically generate ad combinations for websites, apps, YouTube, and Gmail,” says Google.

With the rolling out of new, mobile-​first ad formats, Google will provide marketers with “additional options for displaying your offerings in full-​screen,” says Social Media Today.

According to a previous SalesFuel blog, highlighting eMarketer research, digital display ad spend totaled $55 billion in 2021, with many marketers planning on increasing their budgets. If your client is among those marketers, this ad format update will definitely be something they’ll want to know about. And even if your client doesn’t actively use digital display ads, maybe it’s time that they should. After all, there’s a new update that could aid the process. To show your client just how many people in their target audience take action because of digital display ads they’ve seen within the last year, check out their profile on AudienceSCAN on AdMall by SalesFuel.

Photo by Benjamin Dada

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