YouTube Now Lets Marketers Make Thousands of Commercials

YouTube is releasing a new tool called Director Mix, which will make it easier for advertisers and marketers to create hundreds of variations of video ads.

The video-streaming company is on a mission to capture advertisers and create more relevant ads that are tailored to a certain viewer’s profile.

While it sounds pretty straightforward, many big advertising companies still only use TV ads for web platforms. They cannot create thousand advertisement variations.

Director Mix is set up to allow an advertising agency to upload multiple advertising blocks, similar to different cuts of commercial video footage, voice-overs, and copywriting, and the tool will automatically create thousands of ads.

“It’s the layering of intent or intention on top of demographics that makes this powerful,” says Tara Walpert Levy, VP of agency and media solutions at Google. “Maybe it’s a Gen X woman, a millennial or an older man—who the heck knows—but the fact you know they have a passion for skiing means it’s much more likely that you’re connecting with them something they care about.”

Campbell’s Soup ran ads on YouTube clips from Netflix’s Orange is the New Black with the tagline, “Does your cooking make prison food seem good? Campbell’s showed people watching Beyonce’s Single Ladies music video a similar spot, but with the tagline “Dinner for one?”

These are examples marketers can use to create targeted advertising on the YouTube platform.

To use Director Mix, marketers must provide YouTube with the building blocks of video, voice-overs, background, and copy. YouTube explains that it will take this data and then create “hundreds or thousands of versions to match audience segments.”

YouTube is also releasing Video Ad Sequencing will allow marketers the ability to connect a variety of different ad types. For instance, marketers can show a 15-second TrueView ad to build awareness, followed by a longer advertisement to further the brand story and a 6-second bumper ad to drive sales.

YouTube is also adding Nielsen’s Matched Panel Analysis so advertisers can measure their online media, not across YouTube or Google.