YouTube is making it easier for brands to publish more creative videos on the platform with a range of new ad tools. These tools will also empower marketers to target specific audiences and tell more engaging stories.
The Director Mix is arguably the most exciting addition as it will allow brands to load up a base video and then create a number of different versions with swappable elements such as text and images. This should enable marketers to publish content in the right place to the right audience, rather than having to make do with a one-size-fits-all creative output.
Video ad sequencing will also make its debut on YouTube. This will let advertisers tell a unique story using a series of ads or push a brand message using several clips. Google said that the new feature will drive deeper engagement and boost awareness and purchase consideration.
Marketers will not only have new tools to play with but also more relevant data from reporting as audience insights will soon make their way to the creative suite. Google was quick to play up the usefulness of this addition as it will mean that “advertisers can better understand how the creative captures the attention of different groups”.
The Director Mix and Ad Sequencing are currently in alpha and are being tested by a select group of advertisers, but they are expected to be rolled out in the near future. Google also revealed that more features will arrive later this year, including the ability to annotate logos and product shots within videos.