Recently, Google announced that they will be increasing their control over how advertisers purchase YouTube advertisements by the end of this year. While Google is ecstatic about their further control of the user-generated video platform, advertisers are shaking in their boots. Increased control over ad purchasing means advertisers have to produce top of the line content in order seek approval from Google reps.
Previously, YouTube advertisements were purchased through DoubleClick Ad Exchange (AdX), which connects ad networks, agencies and third-party platforms allowing for fast and easy ad purchases. Google’s goal is to have video advertisements be regulated through Google Adwords and/or DoubleClick Bid Manager, both companies owned by Google. Through these two software outlets, advertisers will be able to purchase search, as well as skippable TrueView video promos (which makes up 85% of YouTube’s in-stream ads), with Google’s approval, of course.
Advertisers are no longer going to be to jumping through hoops when it comes to getting their advertisements to appear on YouTube, which isn’t necessarily a bad thing. In a way, Google’s new methodology acts as a quality control services for advertisements, which is something that will most likely make consumers happier, but possibly at the marketers’ expense.
Google is ultimately attempting to transform the YouTube advertising world into a stronger, more entertaining, and effective advertising platform. Hopefully, Google’s efforts will light a fire under marketers to produce higher quality advertisements, that in turn will lead to increased brand engagement. It will be interesting to see if there will be a visible transformation in advertisement content come January on one of the world’s larges video-sharing channels. Keep your eyes open and ears to the ground.