YouTube is capitalizing on its loyal and significant fan base with new types of ads. The new TrueView Ads for Reach are a tool for advertisers to get in touch with a broader audience #videomagic
Up to this point, advertisers would pay only when viewers spent at least 30 seconds watching their short, five-second ads or interacting with them. Now, brands will be able to buy them and optimize reach to make sure the ads are seen by the people most likely to have an interest in their products or services.
The new ads will run before or during videos, as before, but with the added value of a CPM (cost per thousand impressions). Viewers will still have the chance to skip them as before, don’t worry.
During beta testing of this feature, YouTube says it noticed that 9 out 0f 10 campaigns in a total of 84 drove a big lift in ad recall, about 20% on average. The company was also eager to point out that, according to an Ipsos study, people are 3x more likely to pay attention to online video ads than TV ones, so the new feature comes at a most opportune time.
To sum it up, advertisers will have three ad options on YouTube: TrueView clips for Views – which are the standard ones -, for Action of for Reach, the one to be introduced this week, all skippable of course.