Businesses owners looking to advertise their products, services or brand on the world’s largest video-sharing website now have a new ad format from which to choose.
As reported by TechCrunch, the new format allows AdWords advertisers to buy short video ads that are just six seconds long. Known as TrueView for Reach, it’s designed primarily to assist businesses with growing their brand visibility. And while the minimum length of TrueView for Reach ads is six seconds, viewers can skip them after watching just five seconds.
Advertisers aren’t charged when a viewer skips the TrueView for Reach ad. Rather, they are only charged when a viewer watches the ad to the end or clicks on a card, the latter of which will direct the viewer to the advertiser’s website or show a customized image or call to action (CTA).
TrueView for Reach ads have been beta testing since last year. According to YouTube, 90 percent of campaigns that used the new ad format experienced increased ad recall, meaning viewers remembered the ad after watching it. Samsung was one participant of the beta program. The tech company found that TrueView for Reach ads allowed it to reach 50 percent more users while paying the half the cost of traditional YouTube video ads. Furthermore, YouTube says the new format delivers high viewing rates of up to 95 percent.
While TrueView for Reach ads are sure to attract business owners and digital marketers, YouTube’s existing video ad formats aren’t going away. Advertisers can still purchase non-skippable bumper ads, ranging from six seconds to 20 seconds, as well as other skippable video ads.
Although TrueView for Reach ads are displayed on YouTube, they are purchased through Google’s AdWords advertising platform. Business owners looking to advertise on YouTube must sign up for an AdWords account, from which they can purchase TrueView for Reach or other ad formats for YouTube.
YouTube has become an increasingly popular advertising medium used by digital marketing agencies and business owners. Statistics show that roughly 85 percent of the U.S. adult population watches videos online. And with YouTube’s massive reach of 1.3 billion users, it’s a powerful advertising channel. Now that YouTube offers TruView for Reach ads, it will likely attract even more business owners and marketers.
Dil Bole Oberoi
