YouTube today introduced a series of new tools for marketers, one of the more notable being “Director Mix,” a technology that allows a company to create thousands of video ads tailored for different audiences all using a single creative asset. That is, the advertiser could upload a number of different voiceovers, backgrounds, and copy, and the system will then automatically create different versions of the video ad to match the advertiser’s various audience segments they’re targeting, explains Google in an announcement about the new technologies.
One brand that already used Director Mix is Campbell’s Soup, which created different ads to display on different YouTube videos. In one case, a bumper appeared for those who were watching clips from the TV show “Orange is the New Black,” which asked “does your cooking make prison food seem good? We’ve got a soup for that.”