Google’s new tools aim to give advertisers real-time feedback on their ads
By Sara Shaw • September 27, 2019
Yesterday Google rolled out a new suite of tools on its Create with Google platform, so that agencies, brands, and creatives can make better—and better-performing—ads that will work on Google and YouTube. Originally launched in June in a handful of markets, Create with Google is now available globally with a host of new capabilities.
Most of the new “Audience Connect” tools revolve around a variety of real-time feedback, whether it’s the ability to survey viewers of a creative presentation or a “Pulse Exercise” feature that allows viewers to indicate moments in a presentation or video that capture their interest.
The Audience Connect tool will not only show creators when that commuter is most likely to hit the skip button, but also if the button itself is blocking some key part of the ad—like a product shot. The tool measures audience skip behavior in real time, then aggregates the data and displays it in the next presentation slide after the video finishes.
These tools allow brand creatives and marketers to better create and evaluate work in a real-world setting.