Digital consumption has continued to increase year over year,
with behaviors from the pandemic accelerating the trend.
This situation changed the way that consumers interact
with content, and also how they make decisions.
The consumer journey,
with billions of touchpoints available for the consumer,
became nonlinear and complex.
Knowing where to look is not the only factor,
understanding how to reach consumers is just as important.
Nowadays, consumers are concerned about
how their personal information is managed
by some other platforms.
Due to this consumer preference and the new regulations,
we need to think differently about how to find
and engage with our audiences.
Now is the time to diversify your strategy
to reach high value audiences
throughout their entire, messy, consumer journey.
Looking at the role of social,
consumers are not looking to consume content
for “social interaction” alone,
they are looking for inspiration,
personalized content and reputable sources.
Consumers are finding that on Google's feeds.
Discovery ads is a solution that leads with your audience.
They use signals from Google's properties to identify impactful
moments in consumers’ decision journey to engage across
Google's exclusive feeds with immersive creative formats.
They are designed to enable creative storytelling
that also drives business outcomes throughout the consumer journey.
Let's take a look at how Discovery ads work.
Discovery ads serve across Google's personalized feeds:
YouTube Home & Watch Next Feeds,
the Discovery Tab in the Google app
and on Android devices
and the Social and Promotions tab in Gmail.
One of the unique benefits of Discovery ads
is access to Google's audiences.
Our audiences are generated from sign-in signals across our properties
ranging from searching on Google Maps for a local coffee shop
to watching Cooking tutorials
to checking in on the latest Euro cup scores.
These users are expressing interest and intent,
creating signals that can be applied to your brand strategy
with Discovery ads.
And this is done at scale.
Each day, there are billions of touch points
that give insight into audience mindsets:
there are 5B YouTube videos watched,
5.6B searches daily,
1B active users on chrome.
The scale of these signals continues to grow
and as a result,
we are able to understand what truly matters to audiences
and improve much more their personalized experience
across our privacy-safe feeds.
We also have a significant footprint
among online feed users who scroll through feeds.
98% of all feed users
use a Google feed and they are also ready to make a move.
91% take action immediately after discovering new products,
services or brands on their feeds.
Just talking about Discovery ads doesn't do them justice,
so here are a few examples of the consumer experience
and how you can capture interest
and win customers where they are spending their time.
For example, when a consumer is scrolling through YouTube,
their Home, and Watch next feeds
will have curated content just for them.
As they scroll for ideas and inspiration,
a visual call-to-action would show up in their YouTube feed
to capture their attention and direct them to learn more.
Next, when the consumer is scrolling through Discover
in a mindset of discovering relevant products and ideas,
the ads on Discover seamlessly
show up across the feed for them to read.
Remember, consumers can find Discover
in two places on the Google and Chrome apps.
And lastly,
as consumers check emails, scroll through social
or look for the latest and greatest offerings available,
you can engage with them
on the Gmail Social and Promotions tab.
Each of these formats are designed to inspire action
through moments of discovery.
Next, we will take a step by step look at
how to create a Discovery campaign for social advertisers.