Google, a subsidiary of Alphabet, announced this Wednesday the unveiling of two AI-infused advertising tools designed for advertisers. These state-of-the-art capabilities are geared to automatically pinpoint the most effective ad placements for brands across Google’s broad spectrum of services.
The tech industry has been swept by an AI revolution, led by Google and other industry giants. The development of sophisticated chatbots that can engage users in unrestricted dialogues has been a notable milestone. AI is increasingly becoming a powerful tool serving advertisers, thereby significantly contributing to companies’ revenue generation.
While Google had earlier introduced AI functionalities for advertisers, its current innovation harnesses the technology to assist brands in achieving specific ad-related objectives.
The newly launched advertising tools are called Demand Gen and Video view. Demand Gen will utilize AI to position an advertiser’s photo and video ads across multiple platforms including Gmail, YouTube feed and Shorts – YouTube’s answer to the popular short video app, TikTok.
While the visible call-to-action elements will appear to merely direct traffic to the website, Google confirms that conversions can indeed be tracked.
In an added feature, Demand Gen campaigns will provide advertisers with the ability to construct Lookalike segments. These segments will be based on “seed lists” which may include first-party data and YouTube user information.
The Lookalike segments can be calibrated to cater to different levels of reach:
- Narrow (with a 2.5% reach)
- Balanced (offering a 5% reach)
- Broad (with a maximum reach of 10%)
Furthermore, advertisers will have the flexibility to customize creative content to resonate with specific Lookalike segments, enhancing their overall effectiveness.
The second unveiled feature, Video view, harnesses AI to identify optimal ad placements, aiming to maximise brand video ad views. It will combine skippable in-stream ads, in-feed ads, and Shorts ads to get the most views for a video. Google indicated that preliminary testing has resulted in brands gaining a 40% increase in video views with the help of this new tool.
Video view campaigns amalgamate various formats such as skippable in-stream ads, in-feed ads, and Shorts ads, thereby maximizing budget utilization. The beta version of Video view campaigns is slated for a global launch next month.
The use of AI eliminates some of the tedious tasks for advertisers, allowing brands to focus more on honing their marketing strategies and crafting their narratives.