Google Introduces "Video Partners" Beta for Demand Gen Campaigns

August 22, 2024 at 6:53:38 AM

TL;DR Demand Gen's new beta feature "Google Video Partners" must be manually enabled. Previously, campaigns only showed on Google-owned properties, but now they can extend to sites and apps in the Google Display Network. This increases reach by allowing video ads to compete in lower-rated auctions outside of YouTube, though it may affect traffic quality. Testing this feature is recommended as it hasn't been widely explored yet.

Google Introduces "Video Partners" Beta for Demand Gen Campaigns

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:

  1. Is not enabled by default
  2. Requires advertisers to actively opt-in
  3. 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.

Have more questions on this topic? Ask our AI assistant for in-depth insights.

Read more from sources πŸ‘‡

Thomas Eccel
Thomas Eccel

Top Creator

Top Google Ads Creator

Thomas Eccel is a Top Google Ads Creator. Part of Swipe Insight Select, a curated list of top creators.

Top Google Ads Creator
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