Effective January 2017, Google made changes to AdWords to permit advertisers to reach more YouTube viewers, particularly across mobile devices which is where 50% of YouTube views occur.
“Content marketing is a commitment, not a campaign.” – Jon Buscall
Additionally, Google announced that advertisers would be able to target viewers based on their Google search history, in addition to their viewing behaviors YouTube was already targeting.
In light of these changes, ads can now be targeted at people who recently searched for a certain product or service to target the video ads they will be served on the platform. Therefore, if the content of a video ad is closely related to a user’s search, they will be more likely to watch the entire ad or click through the ad to the website.