YouTube advertisers do we have some good news for you… Google is now offering its True View in-stream video ad format to mobile devices.
A recent study by Google and Nielsen found that audiences exposed to ads across TV, Phone, PC and tablet demonstrated higher brand recall and engagement than those who just saw the on TV. So Google is now allowing you to corner one of these markets with YouTube advertising on mobile devices.
The advantage of the True View ad format is that users can choose to skip ad (whi ch runs as a preview to the video) and advertisers only pay if users watch the entire ad or the first 30 seconds (whichever is the shortest). So if the ad isn’t seen, you don’t have to pay!
Here’s the rundown from YouTube Group Product Manager, Phil Farhi:
With TrueView, we’ve developed a model where user engagement matters — people can skip ads they aren’t interested in after five seconds. Giving viewer’s choice over ads they watch has led to a better, more engaged viewing experience, benefiting the entire YouTube community of users, advertisers, and content creators. Advertisers only pay when someone chooses to watch the ad, so their budgets go toward the people most interested in what they have to say.
Hundreds of our advertisers are experiencing “buy one, get one free” — for every view they pay for, they’re earning another one through sharing. This is because after a user watches a video ad, they can stick around to watch more content from that brand, visit their website, or share the video with friends.
Farhi also says that while testing of this new feature for mobiles has only been quite limited, the early indications are that people engage with these ads in the same way as they do on desktop.
The program will be run through the AdWords for Video dashboard and advertisers have the flexibility to customize their ad campaigns to reach a broad audience or niche group – the choice is theirs. Currently TrueView ads only work on Android devices (surprise, surprise!) but Google has plans to roll this feature out to all mobile devices in the coming weeks.