Google is testing ads for latest movie trailers within its search results. The YouTube videos are shown in a carousal ad unit and Google has add an ‘ads’ label to them. This means that the search giant may be looking forward to include branded video ads in search in the near future.
So what are these new video-based ads and what can this mean for advertisers?
New Video Ads
The new ads feature movie trailers from YouTube. The ads are displayed in a carousal, allowing users to scroll left to right. Each ad features a thumbnail image of the video and its duration. It also mentions the date of release and the movie name. Currently, the ads are being shown only for certain searches. Even Google has come forth to confirm that this is a test.
This further indicates that the search giant is working with Universal, DreamWorks, and/or Paramount studios for these tests. This means that entertainment videos can find place on its search results in the future. The results can be even deeper integration with YouTube. It is worth mentioning that the video-sharing site is owned by Google.
What Can You Do?
Currently, this feature is nothing more than a test. Even in its confirmation, Google has made it clear that it is restricted to a test. It claims to conduct such tests on a regular basis to keep improving user experience. If you have a Google Ads account, you cannot find anything specific to this ad format.
Importance of the Video Ads
The search engine has been known to test new ad formats every now and then. But this is the first time that it has included YouTube videos in ads within its search results. It has tested video ads in the past, but it has never referenced YouTube videos. Google currently allows advertisers to add videos within Showcase Shopping Ads.
This new form of video ad can be considered as the search engine’s effort towards monetising the content on its video-sharing site. it would come as a surprise that YouTube is the second largest ‘search engine’ after Google. Some of the interesting stats related to this site are as follows:
- There are more than 1.8 billion monthly logged-in users
- Every year its users watch videos equivalent to 46,000 years
- It generates 70% of its traffic from mobile devices
- A user spend an average of 40 minutes per session on it
Thus, there are many reasons to wish that Google actually creates an advertising program integrating YouTube into its search results.
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