The user gets more control, across the board
This is not yet fully implemented, but word on the internet grapevine says that Google is going to add an option for users to block certain advertisers.
This is already possible but now when you hit the “I hate this advertiser” button, the block will take effect both on Google and on YouTube.
What does this mean for advertisers?
Don’t make annoying ads.
Mobile is becoming ever more important
I’m getting this information from Google’s announcement about the advertising updates on all device types.
They show that more than 50% of YouTube views now take place on a mobile device. If this were a democracy, mobile wins.
This means that Google will be putting mobile optimisations ahead of anything so paleolithic as a view from a desktop machine.
Pixels and cookies do not gel perfectly with mobile user data, so Google may well phase these methods out in favour of technologies that match YouTube’s various apps.
Google believes that this move will benefit both users and advertisers in the long term.
Laser targeted advertising
This is something that Google is always working on. Those Adsense contextual ads are not always related to what is currently on the page, but more so about what your personal interests and buying habits are.
Often they get it wrong. Like if you’ve just bought a new Canon EOS Rebel T6 Digital SLR Camera, and then for weeks afterwards you see ads for the same thing on every other page you view. You already have one, you probably aren’t in the market for another.
But I digress.
YouTube will now serve ads to the viewer based on information gathered from a user’s Google account. They will take into account everything that they know about you, including age, weight, preferred tastes, income bracket, etc, before serving you with an ad.
The idea here is the ads shown will be as close as possible to the precise ad that the user is most likely to click through and spend money on.
What does this mean for the advertiser?
Your ad may not get shown as frequently or as widely as before, but your CTR and conversions should go up.