Late June has seen Google launch some new AdWords features to improve management and measurement of success for YouTube promos.

The sell and the salient facts

They say it's ‘a collection of resources to help you tell great stories on YouTube’

What it actually amounts to is a way to automatically generate video iterations, and a sequential delivery feature that gives you control of the order in which viewers see your ads.

Director Mix

The new ‘Director Mix’ tool simplifies the generation of video variations to target specific interests and expectations.

Once you’ve got your base creative, Director Mix will let you swap post-production elements in and out.

So, you’ll be able to auto-switch text, image, sound and video to effectively tailor iterations to appeal to separate audiences.

Sequential delivery

With ‘Video Ad Sequencing’ you can set the specific order in which an individual sees a series of your ads.

This will let you tell your brand story in a serialised fashion. It’s an opportunity to add depth, and provoke more engagement.

Available, Alpha to Beta

Both of these new features are currently in Alpha, but their mainstream announcement gives us confidence that they’ll enter a public beta phase soon.

Both Director Mix and Video Ad Sequencing could make YouTube advertising easier and better. Which will you use first, and why?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.