There’s new movement over at the Google Responsive Display Ads (RDA) department.
Auto-generated video ads are popping up in advertiser accounts, cobbled together using the ads’ existing image and text assets.
Resembling slideshows in execution, the unique video feature nonetheless is poised to provide advertisers with added exposure and increased performance. Most importantly, they help advertisers – particularly those without video savvy – to reap the benefits of the medium, while saving them from the time, effort, and resources of creating a completely different ad. Previously, advertisers would have had to upload their own video content. That is no longer the case, although still an option.
Ads are slated to be shown on the Google Display Network (GDN), an aggregate of more than 2 million apps, websites, and more that reaches approximately 90% of the worldwide Internet audience.
Because ads are auto-generated, RDA needs only the following to participate:
- At least 3 landscape and square images
- 1 logo
- Up to 5 Headlines
- 1 Long Headline
- Up to 5 Descriptions
The auto-generated video ads are enabled under the Additional Format Options menu using a simple checkbox as shown in the image below. Google handles the rest.
While auto-generated video ads will be the default setting for all new ads, anyone who has been running ads will need to manually update their settings.
Time will tell what users and consumers think of this new content, and it is somewhat premature to gauge how performance may be impacted. Auto-generated video ads are a new and evolving tool. In fact, in less than a week’s time, Google altered the way video ads were displayed. (Currently, they are accessible by selecting “video ads” under the ad format drop down menu.) Given Google’s track record – additional tweaks are likely.
It is also important to note that Google is not yet providing statistics on how the video ads are performing in comparison to traditional display ads. In other words, users cannot break down results by video versus non-video. Again, this may change in the future – but as of right now, you will only be able to determine if conversions are rising or falling, overall.
Still, auto-generated video ads are yet another nifty resource devised by Google, and worth keeping an eye on. Keep checking our site for future updates. Contact our team to learn more about our digital marketing services.