Google has made it official: You can now reach up to 2.9 billion people with a single campaign. Welcome, Discovery ads.
Last year Google introduced Discovery ads – a new way to help people discover and engage with brands as they scroll through their favorite content. Discovery ads are now available for all advertisers globally, and it’s never been so simple to reach nearly 3 billion people.
Discover ads can be run across multiple Google surfaces with a single, easy-to-use campaign targeting people as they explore their interests and look for inspiration.
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As the recent announcement explains:
“More consumers are now finding their next favorite brand or product through a growing variety of touchpoints—in fact, 86 percent of online consumers say they’re on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google’s understanding of consumers’ intent across our properties to engage these audiences as they scroll through their favorite Google feeds—no search query needed.”
- YouTube: Brands can showcase their products on the Home and Watch Next feeds on YouTube, where over 90% of users say they discover new brands or products.
- Discover: Brands can reach hundreds of millions of consumers in the feed on the Google Search app as they explore and stay up to date on their interests.
- Gmail: Show timely offers to shoppers as they check their inbox for the latest products and deals on the Promotions and Social tabs.
“We’re very pleased with our performance on Discovery ads,” says Richard Russell, VP Omnichannel Marketing at Deckers. “They’ve helped us build on our omnichannel strategy—we’re driving action with our ideal customer across even more of their purchase journey.”
Discovery ads have shown a lot of promise, driving results across verticals for some brands, and bringing increased performance with up to 48% lower cost-per-action compared to social ads.
Brands that are already running media campaigns for social or video can get started with Discovery ads by making the transition with their current assets.