Google to simplify interactivity features across video ad formats on YouTube has just announced that it will be sunsetting the YouTube “call-to-action overlay” starting in January 2019, and will introduce a new call-to-action (CTA) extension in its place.
“Making videos interactive with features like end screens and a call-to-action helps viewers learn about your brand or service and take relevant actions.”
Advertisers and marketers can make use of this extension when their primary objective is to drive awareness or consideration.
However, for driving conversions or clicks to a website, advertisers are advised by Google to use TrueView for action ad format.
The new CTA (call-to-action) can be applied to TrueView in-stream ads now.
And then to Bumper ads and TrueView video discovery ads, “later.”
TrueView for action ad format offers built-in features such as call-to-action displayed while an ad runs and after it ends.
Here is an example image of the new CTA extension applied to a TrueView in-stream ad:
Google advises making use of end screens and a variety of cards to promote interaction with organic videos.
Interested, head over this help page to learn how to set up a call-to-action extension for TrueView in-stream campaigns.