There are new tools being introduced by Google in AdWords for YouTube that gives advertisers the ability to measure an test creative aspects of their video ads.  The newly launched YouTube creative suite was announced this week at the Cannes Lions Festival, and involves four new tool sets:

  • Experiments
  • Video Creative Analytics
  • YouTube Director Mix
  • and Video Ad Sequencing

With Video Experiments, it is a “head to head testing tool,” which gives insight into brand lift metrics, measuring the impact of an ad’s creative elements on things like brand awareness, consideration and purchase intent.  With this tool, advertisers can use the tool to run “cleanly segmented” ads on YouTube without the cost beyond beyond the standard ad fees.  Results will be available in as little as three days.

“Video experiments, launching in beta later this month, convert non-working media spend typically used for focus groups in simulated ad environments into working media spend in real ad environments. On YouTube, people only watch what they want, making it an ideal testing ground for actionable results you can trust,” says Ali Miller, group product Manager for video ads, in the announcement. It’s set to launch in beta later this month.

[Read the full article on Marketing Land.]

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