Tuesday, August 21, 2018

"Google created a fake pizza brand to test out creative strategies for YouTube ads"

Google’s Unskippable Labs team has been testing ad effectiveness in a compelling new way: It created a fake pizza brand called Doctor Fork, used stock footage to create 33 ads and then served them up on YouTube and reached 20 million impressions.


Jones said his team will be applying this methodology to investigate other questions, like the ways that various audience interests and affinities can affect advertising. Or as he put it, “How can we say, ‘Here is an audience that has some commonality that makes my ad more effective besides the year they were born’?”