Going into Advertising Week on
“The question we had was, ‘How much attention are we getting and how differentiated is that from other platforms?’ because attention is a scarce commodity right now,” said Tara Walpert Levy, vp of agency and media solutions at YouTube. “How do we help brands to find an easier way to make more personalized ads that connect better with people’s attention and [are] even more effective in viewing it?”
First off, YouTube is adding new targeting options to its Custom Affinity Audiences tool, which launched in January and lets marketers target searches “about what people are actually needing and wanting,” Levy said. In terms of initial results from more than 1,000 advertisers, zeroing in on intent-based keywords on mobile lifts ad recall by an average of 20 percent, while brand awareness jumps 50 percent compared to campaigns that solely use demographic targeting like age, gender and location.
