Designed to optimize cost-effectiveness, YouTube is presenting a new way in which advertisers can buy spots that will still allow users to skip five seconds into the ad. TrueView, which is YouTube’s standard in-stream ads, only pay advertisers when those watching either view to the end of the ad or click on any element within the ad itself.
However, now they are going to introduce a different version, called TrueView for Reach. The video giant, which is owned by Google, is pricing this ad on a cost per thousand views (CPM) basis. This will help marketers to boost recognition of their product among a broader set of consumers in addition to offering ninety-five percent visibility rates.
As with YouTube’s standard ads, the new ads, TrueView for Reach, allow the viewer to skip it after watching five seconds. This type of ad is more practical for those in the ten to fifteen second range, which is quite different than the recommendation of the original TrueView ads, which Google had set at a minimum of twelve seconds.
YouTube explains the TrueView for Reach will combine their popular in-stream ad formatting, which is built on user choice, with the ingeniousness of CPM purchasing. This new ad idea was devised in order to provide an option which has its place between the standard version ad, TrueView, and the video giant’s in-stream six second bumper ad which can’t be skipped. The latter option was introduced a couple of years ago.
According to YouTube’s internal data, True-View for Reach, after being beta-tested, found that about ninety percent provided a significant boost in ad recognition as well as boosting the ads on average almost twenty percent. Using the new ad platform, Samsung Electronics America, who is one of YouTube’s beta partners, tried it out for launching a new smartphone last year and claim they were able to reach at least fifty percent more people at half the CPM with the ad unit.
The video behemoth will continue offering bumpers, which won’t allow being skipped, ranging in lengths available from six to twenty seconds. Sixty percent of bumper campaigns, according to recent global data, drove an impressive boost in brand awareness and recognition, with ten percent being the average amount of increase. This information was relayed by the video platform.
In the meantime, YouTube will continue developing the TrueView portfolio as well, such as their expansion last month to include the availability of TrueView for Action. This video ad format allows direct response, which will allow marketers to include a call-to-action, customized how they wish, to clients all over the world.
For us video watchers, we don’t always like the fact that there are ads loaded before we can that video we just have see, but at the same time, we definitely appreciate being able to utilize YouTube’s free search in order to watch the latest videos, film clips, viral footage, movies, and other types of video formats. In order to keep it free to watch, they have to charge for advertisement. Better them than us, right? Anyway, you never know when you’re going to see an ad for something you just can’t live without!
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