Daven Tamayo

Google says new AI tools can help advertisers

Article (news)

Benise Balaoing

ABS-CBN News

MANILA — Google&#x27;s new artificial intelligence (AI) tools can help advertisers reach more audiences, the tech giant said Tuesday.In a virtual roundtable with journalists from Southeast Asia, Google Vice President for Global Ads Dan Taylor noted that the search engine giant can help businesses connect with consumers, whether they are streaming, scrolling or searching on their gadgets.Taylor said more people are now watching videos on streaming platform YouTube, which makes it a good space for advertisers to reach their audience.&quot;We&#x27;re in the midst of another shift of viewing behavior streaming in the living room. It&#x27;s interactive, and it includes things like short form video podcasts and live streams, right alongside the sports, comedies and talk shows that people already love watching around the world,&quot; he noted.&quot;People are collectively watching more than 1 billion hours on average of YouTube content on their televisions,&quot; he said.Taylor noted that in South Korea, young adults are more likely to take action as a result of seeing YouTube connected TV ads as compared to linear TV ads. &quot;They&#x27;re also more likely to say that ads YouTube, connected TV help them make more informed decisions,&quot; he said.The executive also noted that Google&#x27;s AI overviews--powered by its generative AI engine Gemini--are helping businesses sell their products.&quot;We also know that people who are engaging with AI overviews are finding the ads helpful, because they can quickly connect with relevant businesses, products and services to take the next step at the exact moment they need them,&quot; he said.&quot;In fact, with the launch of AI overviews, we&#x27;ve seen the volume of commercial queries increase,&quot; he added.Taylor also said Google Lens has also been helping consumers buy products they need.&quot;With Google Lens, people are searching with their phone camera, and they&#x27;re searching with me more than ever before,&quot; he noted.&quot;Lens queries are one of the most fast growing query types on search, with usage reaching 20 billion visual search queries every month...and one in every four of these visual search queries done using Google Lens has a commercial intent,&quot; he noted.Taylor noted that advertisers using Google Ads can have a more conversational experience with generative AI to help set up their campaigns, scale creatives and edit along the way based on performance.&quot;We are excited about the opportunity to improve ads personalization in the generative AI age,&quot; he said.&quot;Being able to generate or to predict intent in a way that helps connect the consumer to a business that satisfies their need more quickly, is something we think is going to be a force multiplier for businesses and a key benefit to consumers as well,&quot; he said. He noted, however, that media planners need good data on their consumers in order for artificial intelligence to help them churn out effective ads.&quot;What we&#x27;re finding from a skill perspective is that media planners and practitioners are spending more time on data analytics and informing which of these ads deliver the most effective results to then feed back into informing the campaign strategy moving forward,&quot; he said.&quot;And so one of my colleagues always says that AI is only as good as the data that powers it. And so increasingly, we see advertisers, media agencies and more investing more and more resources into data and analytics capabilities so that they can steer the AI towards the best outcome for their business,&quot; he said.

Google's new artificial intelligence (AI) tools can help advertisers reach more people, the search engine said.

Google's new artificial intelligence (AI) tools can help advertisers reach more people, the search engine said.