In days of yore, access to communication was fairly limited. If you wanted to get the news of the day, you likely read it in a paper. These printed publications would come around, at most, once or twice a day, and were often not “up to the minute”. Radio and eventually, television changed all of that. Suddenly, news, and more importantly for us, advertisements could reach people directly. These mediums also provided more interaction and stimulation to consumers. If an advertiser wanted to give their ad the most reach, it was a simple matter of buying air time during a popular program. But as the times have changed, so too has technology continued its bold march toward tomorrow. According to a recent study by Ipsos, consumers are three times more likely to pay close attention to an online ad than a television ad. One possible solution? YouTube TrueView for Reach.
Here is a chart of the underlying data from Ipsos:
There is now an astounding amount of content at viewers’ fingertips, but how can you be sure that your viewers are paying attention? YouTube and its TrueView ads just might be the solution.
Let’s have a look.
TrueView ads on YouTube come in multiple shapes and sizes. Generally speaking, most are now “skippable” ads. Users can skip past the ad after watching a certain amount of it. This feature is a win-win for users and advertisers because it allows users to get to their content quicker. Advertisers on the other hand, do not have to pay for an ad that is skipped. Pretty sweet deal!
Some ads, called “bumpers” are unskippable, however. A user must watch all of it before getting to their video. The bright side for them is that bumper ads are limited to six seconds. That may not seem like a long enough block of time for an ad, but prudent advertisers specialize in grabbing attention quickly.
In a new global study produced by Google, 87% of brands that used bumper ads in video campaigns saw a lift in their Ad recall. Across the board, bumper ads lifted ad recall by nearly 20%. If you can distill your message down to a vibrant, six second chunk, bumper ads could prove a Godsend for your campaigns.
New – TrueView for Reach
Recently, Google has announced a new way to buy TrueView ads called “YouTube TrueView for Reach”. This new feature should prove interesting, as it combines the popular in-stream ad format with efficient CPM buying. This format is optimized for efficient reach, and can help advertisers to raise awareness among a broad set of customers. Since bumper ads have 95% viewability, this is potentially very powerful.
According to Beta tests of the new format performed by Google based on 84 campaigns, 90% drove a significant lift in ad recall. The average lift across the test campaigns was 20%! Because reach isn’t the only goal of TrueView campaigns, AdWords also offers TrueView for action. The latter of these formats is designed to drive specific marketing outcomes, and could also help your business. The most important part of this process, it seems, is staying ahead of the curve.
Thanks to the internet and streaming services like YouTube, advertisers have more potential reach than ever before. TrueView ads, especially ones optimized for reach, can be an effective means of getting and holding audience attention. This is especially important. You don’t want to spend advertising dollars to get an ad out there only for it to go mostly ignored. New formats of ad distribution can help your business advertise more effectively online. Staying informed about these and other new technologies is essential in this digital age.
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