YouTube rolls out more ad extensions, incremental lift measurement

Video ad extensions will soon include actions like finding a movie showtime, downloading an app or booking a trip.

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YouTube advertisers will soon have new extensions options for their ads and enhanced brand lift measurement opportunities.

Why you should care

Google continues to extend ad extensions to TrueView in-stream ads. It already offers location and form extensions for YouTube. Advertisers will be able to include actions like finding a movie time, downloading an app or booking a trip to their video ads, making their local video ad efforts more engaging.

According to YouTube, Vodafone, an early tester of the new extensions, saw a 2.3x incremental lift in ad recall and 3.5 percent lift in click through rate — a 785 percent increase over their regional benchmarks.

YouTube is also partnering with IRI to offer advertisers new Brand Lift reports and metrics.

“Soon you’ll be able to set up Brand Lift studies directly in Google Ads or Display and Video 360 and conveniently reporting alongside your other ad metrics,” writes YouTube VP of product management, Vishal Sharma.

With the new Brand Lift studies, YouTube will be sending Brand Lift surveys throughout a campaign to determine viewer perceptions in near real time. There are also two new metrics for advertisers: lifted users and cost-per-lift. (YouTube recommends advertisers use Maximize Lift bidding to optimize the newly introduced metrics.)

More on the Youtube’s latest announcements

  • Other brands on the beta list included Chili’s, 20th Century Fox, Headspace and Maybelline.
  • YouTube will soon give CPG advertisers the ability to measure YouTube campaigns using IRI.
  • Other investments in the Google Measurement Partners program include expanded integrations for brand suitability and reach reporting.

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About the author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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