During Advertising Week in New York, YouTube announced that they are introducing new advertising extensions and improved “brand lift” metrics which have been developed and designed to provide more capacity for advertisers to improve ad performance and user response rates.
During the event a representative explained:
“Soon you’ll be able to make your video ads more actionable with a greater variety of ad extensions. Similar to extensions on Search ads, extensions on YouTube enhance your video ad with additional useful information – giving consumers more reasons to take action.”
YouTube also announced that the purpose of improving “brand lift” metrics is to provide advertisers with more insights into exactly who saw an ad which can then be referenced with response data. Additionally, they have also started sending out “brand lift” surveys throughout the duration of campaigns so advertisers can better understand how their video ads are influencing the perceptions of their viewers.