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TrueView Video Ads Bring AdWords and YouTube Together

In the attempt to get more small and medium AdWords advertisers to try video and to simultaneously expand and improve the targeting options on YouTube and the Google Display Network (GDN), Google video ad formats and targeting options have received a significant update.

The first big change is that most of these video ads will no longer be charged for per click, but per view. A view counts as either a full watch of the video, or, in the case that it is longer than thirty seconds, a view of the first thirty seconds of the video. This will clearly make the video ad formats more lucrative for advertisers, as they will only be charged for potentially interested viewers. Users who skip their ads won’t leave a dent in the advertisers’ marketing budgets. Video ads will now also receive a sort of “quality score” similar to search ads that can, for instance, determine their position on the YouTube search results page along with the bid. This also adds a dimension of ‘engagement’ to the video ad model. Google thinks advertisers will aim for shorter, high quality clips more than ever to assure good scores, which would also be a definite win for the users.

The second big change is that you can manage all this from within AdWords now. You will also get additional metrics (such as view rate, thumb impressions and video impressions) and will be able to search for your YouTube videos from the AdWords interface to easily upload them. First and foremost, however, you will have access to AdWords’ highly sophisticated targeting methods. You can now target users by audiences consisting of interest categories, topics, content keywords or YouTube search keywords, for instance. This should make video advertising much more efficient.

The four ad formats promoted as “TrueView” video ads are as follows:

  • In-search (previously known as promoted videos, showing on the YouTube SERP and targeting YouTube search keywords)
  • In-stream (videos that show within a video – mostly up front, but can also be shown in the middle or at the end – and that can be skipped after five seconds)
  • In-slate (this is a new format where users will be shown a selection of three videos, and can choose the one they want to watch before proceeding to the actual video they came for – this will be more “opt-in” than in-stream ads, as the user is given a choice, however note that with this format the advertiser will already be charged for the click of the video)
  • In-display (these ads can show on YouTube or the GDN – for instance as a promotion on the right hand side of a YouTube video that is currently being watched)

Thinking about getting your advertising YouTube-ready? Remember that rich-media ads are becoming more important and effective than static banners in many cases and that YouTube is in fact the second largest search engine in the world. Two good reasons to give these new formats a try! Visit http://www.youtube.com/advertise/trueview.html for more!

About Matthias Wobrock

Matthias is our Digital Analytics guru. It would be hard to find a more precise and thorough analytical mind than our “Mattalyics” – as he is fondly referred to around the office! Having run large scale global Google and Social Media campaigns, Matt has an in depth understanding of marketing data, optimisation and usability. He uses his acute analytical skills to summarise large volumes of data, identify trends in areas like consumer behaviour and purchasing decisions and offer actionable strategies. He not only speaks 5 languages (German, English, Spanish, French & Portuguese) but boasts degrees in Computational Linguistics and Information Science. Although he assures us it was the allure of working for Traffic Brand that encouraged him to stay in Cape Town, we think we may have been second in line to the enticing windsurfing prospects!

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