New Google Ads Take A Page (Or Two) From Facebook

28 Sep 2015 | Author: | No comments yet »

Google Announces Customer Match: Upload Email Lists For Search, Gmail, YouTube Ad Targeting.

As Ad Week rolls into New York, the tech giants are rolling out their ad product news. Its beta trial may have been extended a couple of times this year, but YouTube Music Key is still expected to launch by the end of 2015 – chief executive Susan Wojcicki confirmed it during her most recent conference appearance.Google is on the cusp of rolling out an anticipated and in-demand product feature in AdWords: the ability to upload and target audiences built from advertiser email lists. Today Google announced moves further into Facebook-style targeting territory, with a new product called Customer Match that will let advertisers upload lists of emails and match them to signed-in Google users on Gmail, Search and YouTube.

Google’s video website already sent out emails to content owners, asking them to agree to the terms for a “new ads-free version of YouTube” by October 22nd. Although for the past decade, it has previously provided its services free, in less than one month from now, YouTube will be launching a blended subscription service. But speculation that Music Key could be merged with YouTube’s previously-separate plans for a monthly-subscription tier that would remove ads across its entire service has been growing in volume. Recode is reporting that for $10 a month, online users will be able to enjoy YouTube with no commercials, banners or pop-up ads interrupting their viral entertainment. Just like earlier reports revealed, if providers refuse to get on board, their catalogues will “no longer be available for public display or monetization in the United States.” The service won’t just flush out ads from videos, though: Recode says the company’s $10-a-month offering also comes bundled with Music Key, the website’s music streaming product that features offline access, background playback and more.

Channel owners have been notified of a change in terms as the Google-owned YouTube is moving into what appears to be the final stages of its new subscription launch. Meanwhile, Facebook has announced a new service that itself is competitive with yet another platform: Twitter, and specifically in the area of nabbing more TV ad dollars. Some tech sources, such as the reportedly “well-connected” site Re/Code claims that YouTube users should mark October 22, 2015 on their calendars.

For years, YouTube’s fans have been telling us they want more-more choice when watching their favorite content, more ways to support their favorite creators and, above all, the option to watch their favorite videos uninterrupted. The social network will be working with Nielsen on a new metric and ad buying option to let advertisers more closely link their TV ad spend with Facebook video spend.

So it’s unclear how the company will make money from the twofer, especially since it reportedly had trouble locking down deals for its ads-free model earlier this year. A combined Music Key and ad-free subscription could have wider appeal than either individually, although there would be some interesting royalty calculations to be done if music were bundled into the same subscription as other categories of videos.

With ad-blocking services available that do the same thing for a lesser amount or no cost at all, has YouTube waited too long to offer this to the public? In an example given by Sridhar Ramaswamy, SVP of Ads and Commerce at Google, a travel brand can upload the names of people in its rewards program, who will then be served ads from that travel brand the next time they are searching a relevant term.

As George Michie, Chief Marketing Scientist for Merkle RKG, told Search Engine Land this spring when rumors about such a move were first published, “Browser behavioral targeting is a pretty crude tool – better than nothing, certainly – but pretty crude. YouTube will supposedly be bundling the new service with an updated version of it Music Key service plus an as yet unnamed new feature that will provide users with “an ad-free viewing experience.” While no information regarding prices is available, tech sources believe that the subscription fee will be approximately $10.00 a month. That’s why an overwhelming majority of our partners — representing over 95% of YouTube watchtime — have asked for and signed up for this service.” “We want to ensure that fans who choose to pay for an ads-free experience can watch all the same videos that are available on the ads-supported experience.

In the email, it’s noted that 95% of partners have signed up so far, and given the side-effects of not doing so, that’s not too much of a surprise. That’s why we’re asking you to update your agreement to reflect the updated terms for the ads-free service.” For content creators, they would be forced into signing this new agreement or losing all of their work because they want to make some people feel like they are getting their moneys worth. Understanding which customers prefer to buy online or off, which physical location they prefer allows for a level of personalization we just haven’t had in the walled-garden of Google.” For more details about Customer Match and the additional Similar Audience targeting rolling out along with it, see our full coverage on Marketing Land. If you think all of this sounds familiar, it’s because it is: Facebook has been letting advertisers run similar styles of campaigns based around customer databases for years already.

Paying the same price for the bundle appeals to many of the experts who believe the bulk of the funds would be required to pay the copyright owners and music labels. In an earlier statement, YouTube had informed, “We are progressing according to plan to provide fans more options in how they enjoy content on YouTube. Regulatory scrutiny seems to be one key reason highlighted by Digiday, which had reported that targeting plans were in the works before Google made the news official: the search giant has been happy to let others take the lead on this kind of ad tech first because then Google appears as the competitor when it enters the market. You’ll get to keep your current user name (as long as it doesn’t contain invalid characters, in which case you’ll have to go through a few extra steps to make the transfer), and all your old comments will eventually (not immediately) migrate with you.

It might be surprising that YouTube does not bring in the big bucks for Google, considering its incredible popularity and current domination over the video-sharing market. Similarly, it may only be now that advertisers are showing so much interest in targeting and ad tech in general that Google has felt the push to roll out similar products itself. The push from the wider market, and competition from Facebook, it could be argued, may also be behind the new Android app promotion tools that Google is also unveiling.

Essentially, what this is is a new type of AdWords product focused specifically on targeting app users across different Google platforms such as Search, Google Play, YouTube, and the Google Display Network, which Google says covers some 2 million websites. What’s less clear is if that intent then follows you to other platforms, or whether Google creates separate intent-based ads in, say, YouTube based on what you are watching.

If Google is wading deeper into Facebook’s territory with app install ads and email-based advertising databases, Facebook is also dipping its toes elsewhere, too. As with Nielsen’s early moves to work more closely with Twitter to measure and match up Twitter users with TV consumers, the idea here is to create a stronger link between the old platform and the new in order to encourage more advertising on the latter platform.

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