Targeting At Its Finest
Advertisers and marketers, we live in the age of technology. Every day, new systems are being developed to automate processes and better target our marketing audiences. It seems like right when you get used to something, BAM, it changes again! Google’s latest update creates opportunities for advertisers to target YouTube users. With video being the #1 way of getting information to stick in the minds of consumers, it is important to target those using video platforms.
One of the ways Google is doing this is by expanding search-based advertising tools on YouTube. Although Google has been able to track people’s searches on YouTube for about a year, the changes to come will allow more precise targeting on both platforms. This will help advertisers target customers for everything from products they may have looked up in the past, to movie trailers they may be interested in, and even trips they may want to book.
YouTube will act as an extension to the foundation of the search engine because data suggests that people often search and purchase products on Google and then go to YouTube to see real-life people interact with those products in unboxing videos, live reviews etc. This process often occurs before a purchase is made via Google to help consumers decide on what they want to buy, especially if they are torn between two brands, etc. In turn, Google will be able to target consumers once they have viewed videos associated with their inquiries on YouTube.
The process would work as follows. I look on Google to find reviews for the movie, “A Star is Born”, currently in theaters. I then go to YouTube to watch the trailer. Shortly after, Google is generating ads for local showtimes to see the movie at the theater across the street from my house – cross-promoting at its finest.
With marketplaces like Amazon and Facebook expanding their reach and advertising efforts, the competition is only intensifying. Partnering with the largest video platform could mean huge things for Google, especially since a majority of the revenue Google earns comes from Google Ads. As the second largest search engine in the world, YouTube’s search-based advertising expansion will allow Google to earn more revenue.
It was not until last year that Google allowed advertisers to target ads on YouTube based on a user’s search habits. Several implications come to the surface. Will users feel like they are being harassed by ads everywhere they search once their habits are simultaneously tracked and integrated into targeting strategies aimed at them? Privacy is a large concern. Until the change occurs, we’ll just have to stay tuned!
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