What is Happening?
Google Discovery ads, introduced at Google Marketing Live in May 2019, have been rolled out to all advertisers globally.
Discovery campaigns from Google are very similar to demand generation ads from Facebook. Google uses a visually impactful, native ad format that is targeted based on audience data rather than search intent.
When Google introduced the Discovery campaign type last year, the company shared that the Discover feed has more than 800,000 monthly users.
💪 Now, Google is rolling up usage across the YouTube, Discover and Gmail to create a combined audience of 2.9 billion people for advertisers to reach.
What Does it Mean?
😲 This is kind of a big deal.
With Discovery ads now reaching 2.9 billion people, Google is able to offer demand generation (discovery) at the same scale as Facebook. Additionally, 1.5 billion of this audience is also across YouTube, the second biggest search engine in the world.
Brands should certainly be considering testing Discovery ads using their existing social investment.
Given the similarities in targeting, formats, and the general feedback that Facebook is becoming harder to efficiently scale, Discovery ads makes sense to add to your existing testing roadmap.