YouTube TrueView video ads offer a pricing model that is based on user engagement, only paying for interested viewers. This creates a win-win scenario for both advertiser and YouTube user. Impressions are free, just the same as a Pay Per Click model, advertisers are only charged when a users selects to watch a video ad, or watches the pre roll ad for more than 30 seconds or to the end of the video, whichever comes first. Guarantee that your budget is spent on an interested audience.
Google recently announced that TrueView ads are now available on mobile devices, but why is this significant? Lets take a quick look at some mobile YouTube stats from last year: more than 20% of global YouTube views came from mobile devices, YouTube is available on over 350 million mobile devices and roughly 3 hours of video was uploaded to YouTube per minute from a mobile device. The basic notion is that mobile traffic on YouTube was never monetised before and now allows advertisers to further expand campaigns across multiple screens; increasing reach, recall and conversions. AdWords for Video means that advertising campaigns across Google networks can all be managed in one interface, bringing YouTube and Google AdWords advertising together.
Study: How do people respond to TrueView Ads?
Some of you may know that there are four types of TrueView ads, but if I mention the pre roll ad that plays before your video, you probably know exactly what I am referring to and I’d probably be correct in assuming you hate those ads, yes? Interestingly, a study done by Google in the US with a sample size of 1600+ people shows different:
- Only 10% of people will always skip these ads.
- 8/10 viewers prefer TrueView ads to standard in-stream YouTube ads.
- 8/10 thought the “Skip” button was clear, which means people don’t have to think too hard, they know they can skip.
- 9/10 viewers thought TrueView ads create a better video viewing environment.
- Curiosity is the main reason users choose to watch an ad, therefore sparking interest in the first 5 seconds (before they skip) is key to driving viewership.
- Viewers are likely to skip ads they have seen before, which is good for not wasting ad budget.
Find the above study, here.