Google Unveils New AI-Driven Creative and Ad Tools for Marketers
Google held its yearly Google Marketing Live event in New York, where it unveiled new creative tools and ad experiences powered by artificial intelligence (AI). Here are some things that marketers can anticipate seeing at Google soon.
Search ad experience
One of the most creative updates to search is a new ad experience that is being tested and will roll out more broadly later this year. This interface assists users in making difficult purchasing decisions by providing them with supplementary data upon their voluntary consent. For example, the engine can suggest a storage option with the appropriate dimensions based on photos of the user’s belongings if the user is looking for a nearby storage facility.
This process is initiated by a search result that shows a sponsored ad that is clearly marked and has a blue button that directs the user to another page where they can upload images or other content and the shopper can receive recommendations.
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Brand profiles
New brand profiles are now searchable, according to Google. The data supplied by retailers in the Google Merchant Center is used to create the profiles. Google Maps’ Business Profiles and search results for users serve as inspiration for the profiles. The company claims that over 40% of search queries mentioning shopping mention a brand or retailer.
Creative Controls for Performance Max
Advertisers will soon have the option to upload their brand guidelines—which include font, color schemes, and image reference points—to aid in the automatic creation of fresh, on-brand asset variations. In February, advanced Gemini AI models were released. You can use Performance Max campaigns on any Google ad inventory.
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Product Studio
Google unveiled Product Studio in 2023 as a one-stop shop for merchants looking to create AI-powered content. Using Product Studio has increased their efficiency, or they anticipate being more efficient, according to 80% of merchants who use it. The capabilities of New Product Studio keep giving merchants access to the power of Google AI. Generated images must blend in with the current campaigns and content of brands to be beneficial. Brands can now create fresh product photos that reflect their distinct aesthetics.
Immersive ad formats
Google also unveiled new ad formats to make brand advertisements more effective, using its generative AI. This year, a closed beta version will be made available to retailers so they can link their short-form product videos, or creator videos, to their advertisements. Shoppers on Search can interact with these brief videos that showcase how clothing would fit them, see helpful styling recommendations, and quickly explore brands’ related or complimentary products with just a click. Additionally, Google will display AI summaries beneath the video highlights so that consumers can view important information about a product before deciding to purchase it.
Image editing
New image editing tools will be available to retailers advertising through Google Merchant Center. With the aid of Google AI, they will be able to experiment, adding new objects to the advertisements and expanding the background to fit all sizes and formats. By adding striking backgrounds and other elements to these assets, these features hope to assist marketers in enhancing current creative in other ways or in adding new products to existing creative. The brand can use the new assets not only on Google channels but on any digital platform that supports images.
Shopping Ad experiences
Soon, shopping advertisements will offer brand-new immersive experiences. These include virtual try-ons and 3D spinning advertisements. For example, advertisements for shoes will allow the product to rotate 360 degrees. Customers of all body shapes will be able to virtually try on tops like shirts and sweaters thanks to virtual try-ons, which will benefit clothing brands. Additionally, advertisers will be able to incorporate product videos, summaries, and recommendations for related products within the ad format later in the year thanks to an even better user-driven experience. While some of these features were previously only available in organic search, they are now being added to advertisements.
Since introducing Virtual Try-On (VTO) technology to Search in 2023, it has observed a higher number of users clicking through to retailer websites when viewing products with VTO enabled. Additionally, brands have observed that images with VTO receive 60% more high-quality views than images without VTO.
Ads in AI Overview
Google declared that it would start testing shopping and search ads in AI Overview. This month, Gemini-powered AI overviews for searches were revealed. The experiences are now being made available in the United States and will shortly be available in other nations as well. Google is providing solutions for at least two of the main ways that generative AI promises to transform our digital lives with these new tools and features.
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Why do these matter?
The gen AI answers in AI Overview will alter users’ search methods. They will be attempting to obtain the information they require by posing more in-depth queries and engaging in more reciprocal dialogue. Relevant ads that are marked as “sponsored” will appear when it is appropriate.
Second, by producing fresh ad iterations that adhere to the brand playbook, genAI will assist creatives in scaling content. Additionally, to enhance the effectiveness of advertising campaigns, those assets will be displayed at the consumer-friendly touchpoint. Additionally, GenAI will simplify measurement so that marketers can ask Google Analytics questions in natural language and get the answers they need to enhance their campaigns.
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PubMatic Announces Partnership with GroupM For Cohort-Based Modeling Capabilities
NYC/London, April 16th, 2024 — PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, announced a partnership with GroupM, WPP’s media investment group, to deliver cohort-based modeling capabilities for advertisers. This collaboration, a first-of-its-kind in the market, leverages a distributed AI model via Resolve, a Choreograph company, to enable scaled targeting across multiple publishers simultaneously, ensuring privacy-first ad buying at scale.
The proprietary technology, seamlessly integrated into the PubMatic SSP, utilizes impression level data to generate privacy-compliant audience segments. The technology delivers sustainable scalability for both buyers and sellers, with no personal data moved or shared in the buying process. Data is exclusively connected to inventory on the sell-side, creating enhanced auction packages for advertisers through advanced demand-side tools. This ensures full-scale inventory reach, while eliminating the need for ID matching.
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Data signals within the digital media ecosystem are evolving with the deprecation of third-party cookies on Chrome, impacting addressability across the open web. PubMatic has been making dedicated investments over the past few years to address this challenge, and 80% of impressions on the platform now have alternative signals to the third-party cookie available to buyers. Nonetheless, there remains work to be done to close the remaining gap. This new strategic partnership further expands our efforts towards ensuring robust protection of user data and fostering insight-driven advertising that fuels value for both brands and publishers.
User privacy is rigorously safeguarded through machine learning AI technology that collates data and drives segmentation, rather than third-party cookies, while it also eliminates the need for user-level data to be moved or shared during the buying process. This empowers publishers to leverage their first-party data without compromising user trust, providing more effective addressability to all GroupM advertisers. This approach is channel agnostic, which means publishers and advertisers can participate regardless of device or ad format, inclusive of CTV, mobile app, and browser environments. This collaboration creates a more transparent, privacy-first, and universally rewarding online advertising experience.
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Andrew Baron, Senior Vice President of Addressability and Marketplace at PubMatic reemphasizes,
“Upholding user privacy while simultaneously driving value for brands and publishers is of paramount importance in digital advertising. This first-of-its-kind partnership with GroupM offers a solution that combines PubMatic’s data and infrastructure with Resolve’s technology to deliver measurable advertising outcomes across cookieless inventory. This powerful combination of advanced privacy-safe technology and the extensive reach of PubMatic will redefine how publishers and advertisers collaborate, making it simple to optimise ad relevance and maximise the positive impact of ad campaigns on all sides.”
GroupM’s Senior Director of Investment, Rory Latham, says:
“This partnership with PubMatic gives us the opportunity to drive efficiency for clients by consolidating with fewer partners and strengthening our capabilities. By tapping into PubMatic’s vast range of capabilities and connections, we can enhance access to a triple-tiered selection of benefits including expanded addressability, refined data protection, and continued targeting precision even amid data access and regulatory challenges.”
The new solution is now available across the United States and United Kingdom.
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