In an effort to help advertisers tap into differentiated reach YouTube is introducing a new way to buy TrueView ads with a model optimized for reach.
TrueView are six-second-skippable bumper ads which are designed to draw more reach among the audiences. Brands adopting these 6 seconds adverts are reporting it’s paying off. “87% of Bumpers campaigns drove a significant lift in Ad Recall with an average lift across all campaigns measured of over 20%,” reveal a recent global study.
The initial launch of TrueView ads were based on “watch time” ad buying model. Where advertisers need to pay “only” when the ad is either viewed for at least 30 seconds, or a user has clicked on the ad before 30 seconds passed.
Now, company’s new ad-buying model called “TrueView for Reach” let advertisers purchase ads based on the total number of people that reached regardless of how long they watch these ads.
“TrueView for Reach,” said to be more advertiser-friendly brings along in-stream format built on user choice together with the CPM buying basis.
Optimized for efficient reach, this format can be a minimum of 6 seconds or longer as you pfrefer. Though, advertisers are encouraged to hook the viewer in shortest amount of time, because the ads can still be skipped after 5 seconds.
With today’s launch, YouTube advertisers can now buy TrueView ads in following three ways:
- TrueView In-Stream Ads: Optimized for view time
- TrueView for Action: Optimized for referrals
- TrueView for Reach: Optimized for total views
During beta testing, YouTube says, the new campaigns drove a significant lift in Ad Recall with an average lift of nearly 20%.