Emotional Approach with Discovery Ads: Useful or Not?

By using Discovery Ads, advertisers have the opportunity to address the user in an emotional way. But the same applies to display and video advertising, as they also present visual content. In this blog post, we explain why Discovery Ads can still be a good complement to existing image-based ad formats, why they should not be missing in the campaign portfolio and why they are well suited for emotion-based advertising.

How the ads look and where they are displayed

The advertisements presented with the Discovery campaigns are image-based and the content is conveyed visually. In Google Ads, multiple headlines, descriptive texts, a call-to-action text and various images and logos can be used for this.

The stored images should be of high quality so that the campaigns can perform successfully and the marketing goals can be met.

The Discovery Ads are displayed on three Google platforms: GmailGoogle Discover and YouTube. Below we show examples of the Discovery Ads on the various channels.

What the ads are and what they can do

Discovery Ads are displayed when you scroll through your Discover Feed, check your inbox in Gmail or open the YouTube homepage.

As the name suggests, these are advertisements for brands and products that the user should “discover” .

How important it is for consumers to track down something new and unexpected while shopping is shown by Google based on a study carried out with Ipsos : a full 76% of consumers said that they like to make unexpected discoveries while shopping.

These discoveries can then be presented precisely by aligning them to user-defined and ready-to-buy target groups, keywords or using remarketing. The advertising message reaches your audience in a very targeted manner. Thanks to this type of campaign, relevant target groups are effectively addressed.

This video explains how to set up discovery campaigns.

Why emotion-based advertising and discovery ads can work well

A lot of traffic can be generated through Google Discover alone. More than 800 million people use this feed each month to read articles and find out about topics that are tailored to them. This displayed content is based on your activities on the network and your apps.

The advertisements on Google Discover can therefore also be seen by the user as an area that is actually discovered and suits them. The advertising can thus be seen alongside relevant articles and tailored to the target group.

This impression can be further promoted by an emotional address. This should be tailored directly to the target group. In addition, a certain emotion should be conveyed through text and images. When the emotional side is addressed, brand loyalty can be further promoted. The image, the text and the target group should therefore form a unit with the transported emotion.

What points of criticism are there anyway

It should be noted that it is not known which platform the Discovery ads are being displayed on. If you evaluate the placements in the display ads, you know exactly where the advertising was seen, for example. But here, there are also larger wastage. With the Discovery Ads, you don’t know which of the three platforms was used, but you can at least say that it is limited to these three.

Another point of criticism: Discovery Ads are more suitable for mobile devices. Google Discover is currently only available as a mobile version in various Android apps. With Gmail there is therefore only one of three Google platforms with which the ads are also displayed on the desktop.

More topics on advertising:

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Video and Display Advertising with Google Ads: Few Direct Conversions, but a Good Introduction to the Customer Journey?


Discovery ads seem less intrusive to users. Advertising is perceived more as a discovery. By displaying ads on Gmail, YouTube and Google Discover, reach can be increased and attention increased. The right users are reached on the basis of target group-specific alignment options.

With this feature, as with video and display advertising, users are informed about the advertised products with visual content. However, since the whole thing happens on other channels and in a slightly different form, it is more geared towards marketing goals (e.g. conversions).

Above all, the perception of the advertisements is helpful, which can be positively reinforced by addressing them emotionally. Overall, the ads can be less disruptive because they fit the overall picture. With this feature, users are shown not only content, but also ads that are relevant to them.

So if you already have high-quality image material, want to increase your reach and ultimately increase the number of conversions, it is definitely advisable to test discovery ads. They can be a good addition to the existing campaign portfolio.

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