Google3 ways to keep audiences engaged in a content-driven world
Summary
The article outlines three strategies to maintain audience engagement across digital platforms during the holiday season. First, create tailored experiences using product feeds for Discovery ads, which personalize ads based on user interests and intent, leading to higher ROAS (e.g., Puma saw a 46% increase). Second, adopt an asset-first creative approach by scaling assets to Shorts and other platforms, combining Video action campaigns with Discovery ads to drive incremental conversions.
Third, leverage data and personalization to make content relevant, as two in five consumers enjoy personalized feeds for shopping ideas. The article also highlights retail-ready formats and creative tools to drive growth into the new year, with examples from Puma and Invisalign showing significant performance improvements.
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