Hello everyone, I'm Junichi Kawai. [Junichi Kawai Managing Director, Google Japan]
As we enter a new era, the way marketers reach consumers
and the YouTube ads that support them are changing.
One example of this is to deliver ads that take into account the new trend of consumers watching online content on their TV screens.
Companies like Smart News and Panasonic have already achieved great results from YouTube ads on Connected TVs.
Today I will introduce two product updates that will help you connect with consumers more broadly.
The first product update is the evolution of connected TV ads.
We will introduce a new ads format that deepens the connection
between consumers and brands and also that is more convenient for consumers.
With the “CTV Brand Extension” you can send the URL shown in a TV ad
to your smartphone with one click.
In other words, with YouTube it becomes possible to connect TV ads directly to action.
Also, by using “Display & Video 360”,
you can broadcast connected TV ads on various online services in addition to YouTube,
for further expanding reach.
The second product update is the “Video Reach Campaign.”
This product update uses machine learning to automatically segment
and deliver bumper ads and TrueView for Reach - two ad formats that are ideal for reaching a wide audience
- to maximize reach within a given budget.
This will allow advertisers to reach more consumers while being more efficient in terms of workload and cost.
In test cases that we have already run, we saw increases in unique reach
and decreases in CPM for Video Reach Campaigns compared to using bumper ads and TrueView for Reach alone.
Persol Career was also successful to increase awareness with Video Reach Campaign.
Then, once you’ve connected with your customers through Connected TV
and Video Reach Campaigns, there are two primary ways to make them want to make a purchase.
The first is a “journey” type of purchase, where the desire to buy is built over time.
“Audience targeting” is an effective approach for this type of purchase,
where the message is tailored to the consumer’s interests.
The second type of purchase is the “pulse” type of purchase, where a user is exposed to a piece of information or content
and their desire for that content is immediately piqued and they make a purchase.
“Content targeting” is appropriate in this case because it connects with the user based on
what they are looking at at that moment.
YouTube Select offers category lineups, custom lineups that are tailored for individual companies,
and programs including sponsorships that allow you to buy out specific channels and playlists.
For sponsorships, we are planning to work with UUUM and YOSHIMOTO KOGYO.
Companies can also purchase popular content and channels on a reservation basis, just like TV Time ads.
One of the main features is that you can buy not only individual channels, but also entire categories.
For example, you can increase the affinity between content and ads,
such as by publishing fashion and cosmetics ads in the “Beauty & Fashion” lineup.
Since the ad matches the content, consumers are more likely to be attracted to your ads.
In fact, we’ve seen high results in “ad recall”.
We also have a “Dynamic Lineups” that is programmatic ads, and has even more extensive content than YouTube Select.
This year, we are also offering Celebrity Content Packages and Simple Packages
that allow you to post different content at different times of the day, much like a TV Spot ads.
Please contact our sales staff for more information about this.
Google will continue to support your business to help you achieve your marketing goals.