The search tool, for example, should offer more options for content and interactivity, opening up space for brands to create actions
Google’s agenda for dealing with privacy and, at the same time, maintaining efficiency for marketing and advertising strategies was presented this Tuesday (24) on Google Market Live, with news about search, YouTube Shorts and Max performance and measurement.
The search tool, based on the use of artificial intelligence technologies such as natural language learning and computer vision, must increasingly transform itself to offer content and interactivity options, opening space for brands to create actions.
“With this more visual experience, we will undoubtedly have more visual ads as well, which will be more useful, inspiring and engaging than ever before,” Jerry Dischler, vice president of Google Ads.
The giant also announced that YouTube Shorts will feature Video Action and App campaigns starting today, as a way to take advantage of an average audience of 30 billion daily views. And by the end of the year, it should allow the connection between the product feed and campaigns. In addition, “Discover” will undergo tests to have ads in the feed.
“Now, people will be able to get in touch with your brand in a more interactive way, as they scroll through the content they love most for ideas and inspiration. The video format doesn’t just offer more interesting ads,” Dischler explained.
Also new is that Google is making its inventory available for connected TVs in Display and Video 360, a feature that will be worked on platforms such as Hulu, Peacock, YouTube and other connected TV apps that allow ads.
According to the executive, in a few months, marketers will be able to count on metrics such as affinity, in-market and demographic audiences in campaigns for connected television, similar to what already happens in digital ads.
The pro also shared some information about the Performance Max, which has gone through 6 updates. Includes A/B testing system, new insights and explanations for campaigns, optimization scores, and support for communication strategies in Search Ads 360 and the Google Ads mobile app, actions that facilitate optimization and measurement of results .
Privacy Policy
The move, according to Dischler, is part of the company’s vision of the future, as the measurement needs to change to protect privacy. “Some tools we used in the past to measure online performance will no longer work,” he added.
Gartner data indicate that by 2023, 65% of the world’s population will be under modern privacy legislation, such as the General Data Protection Regulation (GDPR), which inspired the General Data Protection Law (LGPD) in Brazil. In 2020, the percentage was only 10% that were covered in 2020.
One of the solutions that Google has reinforced in this sense of measurement is Google Analytics 4 (GA4), which will replace Google Analytics (GA) in the middle of next year – the paid version, Universal Analytics 360, has a longer term, until October 2023. The solution unifies web and application data and is better prepared for a world without cookies, with GDPR and with users who are more attentive to their data.
Rodrigo Carvalho, head of measurement products at Google Brazil, in an interview with PROPMARK, reinforced the urgency of brands and agencies to prepare for the transition, which is robust and takes time, and can take 3 to 6 months to implement.
Although the date for discontinuation is between the end of the second and third quarters of 2023, respectively, those who do not make the migration now may be left without year-to-year comparative data. This is because the new platform works in a different way and does not carry the old information.
“You have to leave everything well structured to take advantage of all the benefits. In addition, professionals need time to get used to the new face, interface and use the educational content to be very confident”, he adds. Despite the appeal, the perception is that the market is still at the beginning of the migration journey.
