As the way people access and interact with the internet changes, Google is pro-actively working to make YouTube better in a mobile, cross-screen world.
2 The future of video campaigns
Next generation insights and reporting
We’re developing a new, cloud-based measurement solution over the next year that will be at the cutting edge, both in generating advertiser insights, and in protecting privacy and security across Google and YouTube.
With this new solution, you’ll have access to more detailed insights from your YouTube campaigns across devices, so you can better understand the impact of your campaigns on your highest-value customers. For instance, a car manufacturer could get a rich understanding of how YouTube ads across devices influenced a specific audience (like previous SUV buyers).
Improved ways to reach your audience
With over 50% of YouTube views now on mobile, we’re making it easier for you to deliver more relevant, useful ads across screens. Hand in hand with that will come better ways to measure your campaigns and reach your audience on YouTube.
Targeting YouTube viewers based on their Google search history
For the first time on YouTube, as well as the viewer actions you’re already able to target, you’ll be able to target viewers based on their Google search history too.
So, now you’ll be able to target ads to people who’ve searched for a certain product or service. For example, if you’re a clothing retailer, you could reach potential customers who have been searching for winter coat deals on Google and engage with them with your own winter clothing brand campaign at just the right moment.
Reach your highest-value users on YouTube via Customer Match
We're also creating new ways for you to use your customer data to reach your highest-value customers on YouTube using Customer Match. For example, that same clothing retailer could reach customers who signed up to receive special offers in their stores.