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AI Driven Video Formats Drive Results for Brands
Tori Kang – YouTube Specialist, Google
Danielle Perrella – Head of Measurement, Google
Tori Kang and Danielle Perrella from Google talked about AI from a media and video perspective with a summary of the overall landscape and an examination of how AI delivers on its promise in the ways it is working within Google’s YouTube. Tracing video’s effectiveness through the consumer funnel, Tori noted how the accelerating consumer complexity in viewing habits requires marketers to be more agile in navigating audience fragmentation, and AI’s capabilities are able to do the heavy lifting by saving time, optimizing efficiency and improving performance. Danielle illustrated how Google’s AI mechanism, Video Reach Campaigns, measured up against manually optimized campaigns and traditional YouTube formats in comparing ROAS and incremental sales. Key takeaways:- In improving reach and efficiency compared to manually optimized YouTube video campaigns, a Bubly case study showed using AI delivered 33% more reach at a 64% lower CPM.
- Implementing AI earned an average ROAS 3.7x (+271%) higher than, and drove more than double the incremental sales (+111%) of, manually optimized YouTube video campaigns.
- Identifying areas for optimization by finding inefficiencies, defining how AI can answer critical business questions and evaluating how AI can improve key metrics are the key questions for considering how AI should be integrated into a media plan.