Yesterday, on the Google Mobile Ads blog,
Phil Farhi, group product manager at YouTube, announced that TrueView
in-stream video ads have expanded their reach to mobile devices.
TrueView in-stream videos can appear on YouTube Videos (Watch pages on
YouTube), on video publisher pages in the Google Display Network
(includes YouTube), and on video publisher pages
outside the network.
TrueView
advertisers are only charged when the video ad is seen through to
completion or hits the 30-second mark if it's a longer ad. The ads are
skippable after five seconds. Google says this option allows for better
engaged viewers who only watch the ads they want to and interaction
rates are higher.
Since brand awareness was found to rise 24%
and engagement rose 17% when ad campaigns span multiple screens: TV,
phone, PC and tablet, getting a campaign to those screens should be
vital to your campaign's success.
With
TrueView and AdWords for Video you can now reach three of those
screens. Four if you consider the rise of connected TV options which
allows viewers to watch YouTube videos on their TVs.
TrueView is
quite successful for Google, according to their internal tracking. As of
late last year it he percentage of viewers who choose to watch an
advertiser’s message was holding steady at 15-45 percent. They also say
that, on average, TrueView in-stream ads reduce audience drop-off by 40 percent when compared to regular pre-roll ads.
It's
now easier than ever before to get your campaign out across multiple
screens as an advertiser. As a content producer on YouTube, it also
means you could see an uptick in your revenue from the mobile platform
as these ads start to get implemented. YouTube did say that they were
still testing the ads on mobile but it looks good so far. I have been
doing some minor testing of my own this morning and have yet to see the
TrueView skippable ads on any YouTube videos I was checking out with my
iPad. In fact I couldn't even get any on my Android phone either. It
seems they must still be doing the roll out. I did see ads, but they
weren't skippable, so I abandoned the videos. If they had been
skippable, I wouldn't have abandoned them. So that means no one got a
view and no ads were seen nor paid for. Hence why the skippability of
the TrueView ads is so cool. At least the video content would have been
seen in my testing.
For all the information on getting started with TrueView and Adwords for Video, head over to the
