Google Wants Your Video Advertising: Exclusive

If they are interested in reaching a specific audience then they can use our screen that allows them to market and target to a specific audience either through normal means by reaching audiences who are watching content on a particular topic, or they can reach people who are searching for a particular keyword or reach people who are on specific channels on our site.

What can a small business get from using these tools to advertise?

Singh:A small business can drive sales ultimately either online or in their stores. We believe that we generate a lot of value along that path to driving sales. It's interesting because a lot of small businesses originally came to us saying we need direct response and direct sales strategies, but really this offering is tailored and optimized for any advertiser.

The metrics we produce to them to measure their (return on investment) stem all the way down the funnel. It's different from TV where you can't actually connect the entire funnel.

How does the pricing work?

Singh: The cost per view basis, or CPV, is where the advertiser only pays when the viewer chose to engage with the video ad. Unlike traditional forms where you pay on the impression and you're not really sure if you 've connected with the viewer, you are actually paying when you know you've reached them.

How can a business optimize its video advertising?

Singh: It stems from creating a compelling video creative in its core and there's a lot misconceptions about what that means. A lot of people think you need to have this viral hit that will reach tens of millions of viewers. What they really should be focusing on is creating compelling content. It doesn't even have to be funny, it just needs to be either entertaining or tells a story or demonstrates their product very well. We've seen a lot of success with advertisers adopting one of those three.

Businesses should really know their audience and use our tools to specifically reach the audience.

-- Written by Laurie Kulikowski in New York.

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