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.
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.