With the continued rise of digital video, advertisers and brands are changing their strategies, driving brand awareness and proving campaign impact. YouTube’s new tools reduce the effort needed to keep up with these consumer trends while achieving strong awareness results. Here are three approaches marketers should consider.
The marketing objective Shopee is the leading e-commerce online shopping platform in Southeast Asia and Taiwan. Its customers expect experiences that make it easy to make purchases quickly and get things done. That’s why delivering a seamless experience for its users — no matter where they engage — is the company’s top priority. To succeed in this area, Shopee needed …
Alistair Rennie and Sian Davies have been analyzing the “messy middle” of the consumer purchase journey since 2019. Their latest research shows how behavioral science can be used to increase the effectiveness of Search ads. Consumers contend with a huge amount of choice and information as they navigate the complex online path to purchase. Our new research at Google has …
Retailers often wonder which of today’s trends foretell the future. While prediction is never an exact science, find out what our researchers are seeing. The one thing we’re certain about in retail is that there’s not going to be a full return to pre-pandemic behavior. So which of the trends that arose during 2020 are likely to persist? Discover the four …
As streaming video went mainstream this past year, advertisers found innovative ways to reach people at their most engaged. Take a look at the winners of the YouTube Works Awards and the lessons you can use in your own video marketing. Over 120 million people watch YouTube and YouTube TV on their television screens. Streaming video is now firmly in the …
CTV is already delivering for major brands Advertisers have been creating for the TV screen for decades, but it’s the connected TV (CTV) screen that presents new opportunities for engagement. By pairing the precision of digital with the scale of linear TV, CTV gives brands the best of both worlds. And CTV is now mainstream. According to eMarketer, during 2021 …
In 2021, privacy will continue to be a key focus area for marketers as the digital marketing industry adapts to evolving consumer expectations. Not only are increased privacy measures important for protecting people, but they’ll also improve the long-term health of the industry. Improving consumer privacy will require adopting new approaches to marketing measurement, which can be a challenge to …
“It’s been a full year since the World Health Organization declared COVID a global pandemic. A full year since much of the world went into lockdown. A full year of setbacks and pivots, struggles and reinvention. Throughout this week we’ll be featuring leaders from across Google as they reflect on what’s changed, what’s stayed the same, and the tectonic shifts …
Recently, the Geena Davis Institute on Gender in Media analyzed character depictions in the most-watched ads on YouTube between 2015 and 2019. The findings suggest that while the industry is making strides in presenting a more diverse array of people, it still has a ways to go when it comes to combating negative stereotypes and being inclusive across a broader …
In 2021, privacy will continue to be a key focus area for marketers as the digital marketing industry adapts to evolving consumer expectations. Not only are increased privacy measures important for protecting people, but they’ll also improve the long-term health of the industry. Improving consumer privacy will require adopting new approaches to marketing measurement, which can be a challenge to …