Three creative trends for Google

from The Readout - July 2023

Brands spend more on interest audiences

PMax has effectively levelled the playing field for media buying on Google. Consequently, creative is now more important to stay competitive.

YouTube remains Google’s best channel for reaching new audiences. Instead of recutting TV ads, any creative you deploy here should be YouTube-first. There is an opportunity to leverage the delay to skip ads when planning the hook for your ad.

Many advertisers are underestimating YouTube Shorts. Google announced in February that Shorts generated 50 billion daily views, compared to 140 billion daily views on Reels.

Creative best practices on Shorts are similar to TikTok and Reels. This creates a lower barrier to entry for brands already delivering strong results from short-form video on these platforms.

Three creative trends for Google

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This article is from:

The Readout - July 2023