Announced in May, 2019, Discovery ads will be rolled out to all advertisers globally later this year. These Discovery ads are intended to be a new way to reach people across Google properties. In the announcement Google says the following about them:
The reasons behind these changes should be obvious; people, especially mobile phone users, turn to search or find answers (Google Search app), stay connected (Android OS) and be entertained (YouTube) on their phones. In doing so, these users swipe and scroll through various feeds as they explore. That activity is trackable, especially if these users use the Google Search app on their smartphone. Last year, Google introduced “Discover” , which automatically captures clicked pages. That history is now being exploited by introducing these “Discovery Ads”. Some Intelligent algorithm analyzes the pages visited and allows advertisers to target specific interests. Nothing new Per Sé, but just further refinement of connecting advertisers to potential buyers by Google, especially focused on mobile users, who are constantly tracking what people are looking at and where they are when they do that.
Google did not just stop there – some other up-and-coming changes include:
Showcase Shopping ads, a highly visible ad format that incorporates rich lifestyle imagery into your Shopping ads—to even more surfaces like Google Images and the feed on Discover—places where Google knows people are looking for inspiration and ideas.
A Pesonalized Homepage – A redesigned Google Shopping experience with new, immersive ways for shoppers to discover and compare millions of products from thousands of stores. When they’re ready to buy, users can use their personalized Shopping Tab where they can filter based on features they care about and brands they love, read reviews and even watch videos about the products. They can then choose to purchase online, in a nearby store, or (and this is new) directly on Google. For retailers and brands, it brings together ads, local and transactions in one place to help them connect with consumers across their shopping journey.
Google continues to add new and more refined ways of targeting buyers, a great benefit to advertisers and brands globally. However the massive diversity of these ad types further increases the production pressure. While many of these pressures can be solved by creating HTML5 content, which can be automatically be re-sized to different screen sizes, it is NOT a silver bullet – it does not take into account aspect-ratios (think banner ad vs. skyscraper) nor does it help with multi-lingual content.
This all creates more and more demand for solutions like Wave2’s EasyBuild, which can dynamically create as many iterations of marketing content as is needed. Automatically.
If you find these changes by Google daunting or have concerns about how it will impact your creativity and ability to stay on the curve, you owe it to yourself to get a demo of EasyBuild. We promise you will be impressed.