For a more cost-effective way to reach viewers, YouTube introduced a skippable option for ads called TrueView for Reach, priced on a cost-per-thousand impressions (CPM) basis. With the company’s standard TrueView ads — which Google recommends to be at least 12-seconds long — advertisers pay only if a viewer watches to the end or clicks on an element in the in-stream content. The new format works ideally with 10- to 15-second spots, and YouTube touts TrueView for Reach as helping advertisers reach a “broad set of customers” and achieve 95 percent viewability rates.
Variety reports that YouTube says TrueView for Reach is “our popular in-stream format built on user choice together with the simplicity of CPM buying,” and is a “new option that fits in between standard TrueView ads and YouTube’s in-stream 6-second non-skippable ‘bumper’ ads.”
Based on a beta test of 84 TrueView for Reach campaigns, reported YouTube, “around 90 percent drove a significant lift in ad recall, with an average boost of almost 20 percent.”
One of those beta testers was Samsung, which used TrueView for Reach for a new smartphone debut and “was able to reach 50 percent more people at half the CPM with the ad unit.”
YouTube also “expanded the availability of TrueView for Action, a direct-response video ad format that allows marketers to insert a customized call-to-action, to clients worldwide,” and will “continue to offer non-skippable bumpers, available in lengths ranging from 6 to 20 seconds.”
Google’s AdWords blog quotes another beta tester, PepsiCo France’s digital marketing manager Vanessa Tsangaratos. “TrueView for reach not only enabled us to achieve massive on-target reach, but delivered high completion rates on our 10 second video,” she said. “We saw 30 percent lower CPMs on average compared to previous campaigns. This ultimately drove lower average costs on incremental reach points: -46 percent versus TV on specific target audiences.”