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Martech Mashup: AdWords intros TrueView for reach

A new mode of optimisation is now available to video advertisers, as Google AdWords launches ‘TrueView for reach’.

New way to buy old ads

‘TrueView for reach’ is a new campaign optimisation option designed to get better results in relation to reach and awareness.

Rather a standalone product, TrueView for reach is more of a new function that makes an existing product—TrueView ads—more versatile.

TrueView?

Google’s TrueView is based on the idea that viewers care more about videos they choose to see.

TrueView ads include in-stream YouTube ads that auto-play for a few seconds before giving viewers the option to watch or skip.

As ‘opt-in’ video ads, they are not subjected to platform limitations on duration. For Google’s part, they only charge the advertiser once a certain objective has been achieved

As originally envisaged, TrueView ads became payable after a certain pre-determined length of the video had been watched.

For reach, in practice

According to Google ‘In beta testing 84 TrueView for reach campaigns, 9 out of 10 drove a significant lift in Ad Recall, with an average lift of nearly 20%.’

If those figures hold true in the general market, this new option could be a real winner.

Is TrueView for reach an innovation, a late-delivered expectation, or something inherently forgettable?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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