Digital consumers are turning more and more of their attention to online video, with YouTube now exceeding one billion hours viewed per day globally¹. This trend is projected to increase with an estimation that by 2019, video will represent over 85% of all internet traffic in the U.S., according to a Cisco study². For you as an advertiser, this increase in video consumption provides a major opportunity to generate business, and a great way to show consumers what you’re all about is utilizing YouTube TrueView.
What is TrueView?
TrueView is a consumer opt-in video ad, meaning when it plays, the viewer can either choose to watch the ad or decide to skip if they feel it does not apply to them. The best part about this delivery method? You are only charged when someone chooses to watch your video ad. The ads are not limited by time constraints like some other video advertising platforms, so you are able to get more creative with your message, whether it be through a product demo or how-to, sharing of testimonials, and more.
There are two different types of TrueView players that you can choose from for your video ad:
- TrueView In-Stream: These ads play before or during another video. Five seconds of your ad will play, then the consumer will have the option to continue viewing the ad or skip. You will only pay if the viewer watches at least 30 seconds of the video, or all the way to the end (whichever is shorter), or clicks on a card or other element of your creative.
- TrueView Video Discovery: These ads appear alongside other YouTube videos, in search pages, or websites on the Google Display Network matching your target audience. You only pay when someone chooses to watch your video by clicking on your ad.
Benefits of Running Your Video on TrueView
In general, running an advertising campaign with a video component is a smart investment. According to ComScore, 90% of users stated that seeing a video about a product was helpful in their decision process, and 64% were more likely to purchase a product online after watching a video². The increase in online shopping can have some shoppers wary of quality or functionality, so being able to see the product in a video can help them feel more confident in their purchase. Not only that, but a Google study found that in “50 campaigns from Fortune 100 brands, 94% of the campaigns drove an average of 80% lift in brand recall³,” so consumers are more likely to remember your business after seeing it visually in a video ad.
Unlike general video that would simply grab your ad and play regardless of consumer interest, TrueView is beneficial to both the advertiser and the consumer. Because the consumer can decide whether they want to watch the ad or skip, it leads to a better experience with digital video. As an advertiser, since you only pay when someone chooses to watch the ad, it ensures that your message is only being viewed by those who are genuinely interested, so you aren’t wasting money on the wrong audience. Even better, you dictate how much you want to pay for that view, so your ad is getting in front of the right person for the right price. Also, as mentioned previously, due to the ads being opt-in, you are able to be more creative with your ad since there are no time restrictions. It is your message how you want it going to the consumers you want to target.
To get more information on YouTube TrueView and see if it may be a good fit in your advertising plan, contact us today!
Sources:
¹Nicas, J. (2017, Feb. 27). YouTube Tops 1 Billion Hours of Video a Day, on Pace to Eclipse TV. Retrieved from www.wsj.com
²Tredgold, G. (2016, Dec. 30). 20 Statistics That Should Make You More Aggressive About Video Marketing in 2017. Retrieved from www.inc.com
³Video, Content Marketing, Data & Measurement. (2015, April). Measuring the Impact of Online Video on Brand Metrics. Retrieved from www.thinkwithgoogle.com
