google recently launched two automation functions for advertisers by integrating AI tech. This can greatly improve the efficiency of ad delivery and obtain higher conversion rates. According to IT Home, the new AI ad solution boosts video views by 40%. This new solution is a part of Google's ongoing efforts to integrate AI into its ad business.
The first feature is called Demand Gen, which uses AI to arrange advertisers' photos and videos for different platforms such as Gmail, YouTube and Shorts. After users use this function, they no longer need to think about how to adjust the layout for which to attract more users' attention. Google claims that 91% of users took instant action after finding new brands or products on Google Feeds. Thus, the company believes that Demand Gen is the next big thing for people that have an interest in ads.
The second function is to use AI to find suitable video delivery websites for products. According to Google's initial test results, the number of views of promo videos has increased by 40%.
Google's AI Ad Revolution
Google has been using AI to collect and process user data in a way that produces more nuanced and detailed info about our activities while focusing on privacy concerns. The current ad tech approach is one in which platform corporations give us a “free” service in exchange for our data. The data is collected via third-party cookies downloaded to our devices, that allow a browser to record our internet activity. This is used to create profiles and predict our susceptibility to specific ad campaigns. Recent advances have allowed digital advertisers to use deep learning, a form of AI wherein humans do not set the parameters. Although more powerful, this is still consistent with the old model, relying on collecting and storing our data to train models and make predictions.
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Google's new AI ad solution goes further than the old model. The AI will generate ads by remixing creative content (images, videos, text) to target specific audiences and meet campaign objectives. This new solution will enable the creation of more sophisticated campaigns akin to those made by marketing agencies. Google's integration of generative AI into its ad business offers the potential for increased creativity and sophistication in ad campaigns. By utilizing AI-generated content, advertisers can benefit from custom ads that target specific people and meet campaign objectives
Benefits of Google's AI Ad Solution
Google's AI ad solution has several benefits for advertisers.
- It can boost video views by 40%, which is a huge increase in the performance of video ads.
- It can help advertisers manage complex things and improve performance.
- It can generate ads that fit the audience they aim to reach and will be designed to enable them to reach sales targets and other goals.
- It can create custom ads that target specific audiences and meet campaign objectives
Potential Impact on the Ad Industry
Google's new AI ad solution has the potential to transform the ad industry. By using AI-generated content, advertisers can benefit from custom ads that target specific audiences and meet campaign needs. This will enable the creation of more good and specific campaigns. Also, such AI content will help those that place ads to manage complex scenarios and this will lead to a good ad campaign with better ROI for advertisers.
Google is one of the big names in the global ad industry. Thus, the company puts in a lot of work in its ad business. This is to ensure that people have more need to place ads. According to Google blog, “With Video View campaigns, brands can maximize views across in-stream, in-feed and now YouTube Shorts, all within a single campaign”.