In a bid to embrace automation and cater to advertisers, Google, a subsidiary of Alphabet (NASDAQ:GOOGL), has unveiled two cutting-edge features powered by artificial intelligence (AI). These features are designed to identify optimal ad placements for brands across Google’s diverse range of services.
AI has been at the forefront of technological advancements in recent times, with Google and other companies pioneering the development of chatbots capable of engaging users in open-ended conversations. Now, AI is increasingly being leveraged to cater to advertisers, who play a significant role in generating revenue for these companies.
While Google has previously introduced AI tools for advertisers, it is now taking a step further by utilizing this technology to assist brands in achieving more specific objectives with their ads.
The first of these new features, known as Demand Gen, utilizes AI to strategically position a brand’s photo and video ads across various Google products, including Gmail, the YouTube feed, and Shorts, which is Google’s answer to the popular short-form video app, TikTok.
With the integration of AI, advertisers are relieved of the burden of deciding where to place their ads. Instead, the technology focuses on identifying placements that are visually captivating, immersive, and capable of capturing the audience’s attention. Vidhya Srinivasan, Google’s Vice President and General Manager of Advertising, explained the functionality of this feature.
The second addition to Google’s AI-powered advertising arsenal aims to identify the most effective ad placements to maximize the viewership of a brand’s video ads. Google reports that early testing has demonstrated an average increase of 40% in video views for brands utilizing this new tool, as shared by Srinivasan.
By employing AI to streamline the laborious aspects of advertising, brands will be able to redirect their focus towards refining their marketing strategies and crafting compelling narratives, thus enhancing their overall impact and effectiveness, Srinivasan added.
In conclusion, Google’s latest advancements in AI-driven advertising features empower brands to optimize their ad placements, maximize viewer engagement, and free up valuable time for strategic marketing endeavors.