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DIGITAL MARKETING NEWS

YouTube Ads get Personal

YouTube will soon begin using Google Maps and app install data to better personalise ads for users.

New tools for YouTube marketers

YouTube has also introduced an array of new tools for marketers to better reach audiences, the most noteworthy being Director Mix which allows the creation of thousands of video ads, for different audiences, off one creative set.

Advertisers can upload a variety of voiceovers, written copy, and backgrounds, and Director Mix will automatically create different versions for specific requested audiences.  

Campbell’s Soup has used Director Mix to tailor ads for viewers for Orange is the New Black. Another campaign was integrated into the music video for Beyoncé’s Single Ladies with the line “Dinner for one?”

According to Adweek, McDonald’s has also seen success through the new marketing tool by creating 77 pieces of content from a single campaign.

Machine learning and analytics

Google is also expanding the capabilities of its Custom Affinity Audiences service, allowing advertisers to target audiences with more precision than ever before.

Using personal search history, site preferences, Google Maps data, and previously installed apps, Google can provide marketers with incredibly personal user info.

Google claims that using intent-based approaches like this can boost ad recall by 20% and raise brand awareness by 50%, having collected analytics from over 1000 advertisers.

Ubisoft used Google’s new promotion tools with its latest Assassin’s Creed game using six second bumper ads of the trailer, raising awareness by 24% and boosting searches by a staggering 224%.

Do you like the idea of better tailored ads to the individual? Do you think using personal data is too invasive? Give us your opinion in the comments below.

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