Video Essentials

YouTube Improves Mobile and Cross-Screen Advertising Options

Over 50 percent of YouTube’s views are now on mobile devices, the leading video destination said in a blog post, and that means advertisers need new tools to reach their audience.

Yesterday, YouTube announced changes that will help brands and agencies reach mobile viewers and run multi-platform campaigns. First off, it’s creating a measurement tool that will give advertisers detailed information on cross-screen campaigns. When finished, it will provide detailed stats for targeted demographics.

“For instance, a car manufacturer could get a rich understanding of how YouTube ads across devices influenced a specific audience (like previous SUV buyers),” wrote Diya Jolly, director of YouTube product management.

YouTube is quick to point out that this detailed information will respect user privacy. The tool will take a year to create, and is being built with MRC-accredited third-party measurement companies including ComScore, Nielsen, DoubleVerify, IAS, and MOAT. In what is certainly a shot at Facebook, YouTube assures ad buyers they’ll be able to independently measure and verify all performance data.

YouTube is also letting advertisers use Google demographic data when targeting YouTube viewers (whether they’re on computers or mobile devices). That means consumers’ text searches can be turned into targeting info for YouTube buys, letting advertisers zero in on customers who have searched for particular products.

Advertisers can also use their own customer data when targeting viewers thanks to YouTube’s Customer Match offering. It lets them serve ads to shoppers who have demonstrated an interest in their products.

So as not to alarm privacy advocates, Google announced a new personal privacy feature at the same time. If a viewer mutes an advertiser on Google Search, that advertiser will be muted on YouTube, as well.

As it follows users to mobile, YouTube is pulling back on some older advertising options. It will start limiting the use of cookies and pixels on YouTube ads sometime this year. Neither option works with mobile and connected TV campaigns, and both get in the way of consistent measurements and cross-screen privacy options.


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