Earlier this month, the Google-owned video giant , YouTube, rolled out TrueView for Reach, a new way for advertisers to maximise reach from their shorter ads. Priced on a cost per thousand views (CPM), TrueView for Reach can help marketers “raise awareness among a broad set of customers”, says YouTube. Remember when YouTube introduced the six-second bumper 2 years ago? Since then, advertisers have learned how to best use this format to raise brand awareness in a short, compelling way.
The new change means that advertisers can now take advantage of bumper-like, or slightly longer ads (10-15 second range) to increase their reach, while allowing the ads to be skipped after 5 seconds -, just like a standard TrueView ad. Bumper ads were, until now, unskippable.
With the existing TrueView in-stream ads, which air before or during a video, advertisers only pay when the viewer watches at least 30 seconds or to the end of the video (as some videos are less than 30 seconds), or engage with the video.
TrueView for Reach is meant to combine the best of two worlds – short-form bumper ads, and the user choice offered through the TrueView in-stream format.
“TrueView for Reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying,” says YouTube. “Optimised for efficient reach, this format can help you to raise awareness among a broad set of customers — and do so within our 95% viewable and 95% audible environment.”
Last year, YouTube beta-tested TrueView for Reach across 84 campaigns and found that around 90% drove a significant lift in ad recall, with an average lift of almost 20%, according to YouTube’s internal data.
- Samsung Electronics America used the format for a new smartphone launch last year and says it was able to reach 50% more people at half the CPM with TrueView for Reach.
- Pepsi France, another beta partner for TrueView for Reach, said that format helped deliver high reach and high completion rates for its 10-second video. “Moreover, CPMs proved to be more competitive: we saw 30% lower CPMs on average compared to previous campaigns. This ultimately drove lower average costs on incremental reach points: -46% versus TV on specific target audiences,” explained Vanessa Tsangaratos, Digital Marketing Manager at Pepsi France.
While more and more people subscribe to ad-free video on demand services, like Netflix, expanding ad format options for YouTube is becoming increasingly more critical to brands and advertisers. “Now advertisers are trying to find a place to gain attention for their brand in a far more complex landscape”, YouTube notes. The challenge and ultimate goal is to find a place where advertisers can actually capture viewers’ attention.
Is YouTube the knight in shining armour? So it claims, of course! And why not, when a recent Ipsos study revealed that people are 3 times more likely to pay attention to online video ads compared with TV ads.
TrueView for Reach is not the only TrueView option for YouTube advertisers. TrueView for Action allows advertisers to customise a call-to-action (CTA) that’s important to their business, like leads or referrals.