YouTube’s new TrueView for reach format makes bumper ads skippable

The format is sold on a CPM basis, and just as with TrueView in-stream ads, users can skip them after five seconds. The short ads are then “optimized for efficient reach,” said YouTube video ad Product Managers Ali Miller and Khushbu Rathi in the announcement. “TrueView for reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying.” YouTube paved the way for shorter branding ads with the launch of its unskippable six-second bumper ads, which have proved popular with advertisers. Google says a 2017 global study showed bumper ads drove an average Ad Recall of more than 20 percent. Now, advertisers with those six-second assets can opt to run them as bumper ads or as TrueView for reach ads. The online video ads were measured across platforms such as YouTube, Hulu, Facebook, Snapchat and full-episode players like NBC.com. Last month, YouTube added custom intent audiences which leverage users’ search history and TrueView for action ads for performance advertisers that feature more prominent calls to action and remain persistent alongside the host video while it plays. Join the martech community April 23-25 in San Jose and tackle digital transformation at the intersection of marketing and technology. MarTech delivers vendor-agnostic insights and marketing, technology and management topics designed to help you succeed. Save the date now!