YouTube’s parent company, Google, is now enabling marketers to target their ads on the video platform based on your search history.
For instance, let’s say you recently searched Google for a new vacuum cleaner. A company such as Dyson could theoretically target its ad to play during the next video you watch on YouTube.
It’s brilliant and a little scary, right? You had to know this was coming.
"There has been targeting on YouTube based on what videos people watch there," an unnamed ad executive told Advertising Age. "Now, for anyone logged in, their search history can be applied to targeting on YouTube. There's some interesting possibilities there, and it greatly expands the audience advertisers could reach."
[RELATED: What does it take to get the job done in PR? Great metrics and a PRpro who knows how to use them.]
Google, which has been very careful in how it treats and uses search information, detailed the recent changes in a blog post:
As more viewership on YouTube shifts to mobile, we’re making it easier for advertisers to deliver more relevant, useful ads across screens. Now, information from activity associated with users’ Google accounts (such as demographic information and past searches) may be used to influence the ads those users see on YouTube.
Google also announced a “cloud-based measurement solution” that will help advertisers get more insights into how their videos are performing.
While Google focuses on search history, other platforms are finding different ways to approach targeting for marketing campaigns.
From using your searches to using facial cues, Expedia is working on a new method to understand better what user frustrations exist.
The company’s “usability lab in London uses sensor technology to track muscle movement in users’ faces. This will help the company recognize “how people emotionally engage with the site,” a rep told Consumerist.
What do you think of the opportunities, PR Daily readers?
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