Google has launched a beta feature called "Google Video Partners" for Demand Gen campaigns, expanding video ad reach beyond YouTube.
What are Google Video Partners?
Google Video Partners are a network of high-quality publisher websites and mobile apps where advertisers can show video ads to viewers outside of YouTube. These partners include leading publishers in games, sports, entertainment, news, and more.
Key characteristics of Video Partners:
- Carefully vetted publishers meeting Google's inventory quality standards
- Subject to Google's Video Ad Safety Promise
- Ads can appear on computers, tablets, mobile devices, and TV screens
New Beta Feature for Demand Gen Campaigns
Google has now made Video Partners available as a beta option for Demand Gen campaigns. This feature:
- Is not enabled by default
- Requires advertisers to actively opt-in
- Extends video ad reach to Google Display Network sites and apps
Potential Impact for Advertisers
Enabling Video Partners for Demand Gen campaigns may:
- Increase overall ad reach
- Provide access to potentially lower-cost auctions outside YouTube
- Affect traffic quality compared to YouTube-only placements
Considerations for Advertisers
While this feature offers expanded reach, advertisers should:
- Test the feature to assess its impact on their specific campaigns
- Monitor performance to balance increased reach with traffic quality
- Consider how this fits into their overall Demand Gen strategy
This new option represents an opportunity for advertisers to explore broader video ad placements beyond Google-owned properties, potentially reaching new audiences through diverse content channels.
