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TrueView ads – a marketer’s dream come true

Written by Marliese Andexer 30 / 10 / 2012

Online videos present a captivating and interactive way to engage web users, build brand awareness and drive traffic to your website. As businesses who advertise online, we have a wealth of choices of different advertising platforms and formats and it is often difficult to know where and how to achieve the highest return on investment (ROI). In this article, I am examining the advantages of deploying YouTube’s TrueView ads to maximise the reach of your online videos.

According to a recent study by Yume & IPG media lab 63% of all TV ads are not watched (US data), compared to 47% of video ads which are being abandoned (Doubleclick 2012, UK data).

“Half the money I spend on advertising is wasted: the trouble is –
I don’t know which half.” John Wanamaker (Marketing pioneer)

Before marketers had the option to choose the TrueView format for their online video campaigns, we had no choice but pay for each and every ad we run.

a graphic showing the correlation between watches and paid ads

The real beauty of TrueView ads

YouTube’s TrueView Video Ads is a family of advertising formats which give viewers choice and control over which advertisers’ messages they want to see and when. As advertiser, you’re charged only when a viewer has chosen to watch your ad – not by the ad impression. More precisely, the advertiser is charged when either the full advert or 30 seconds of it is viewed (whichever is shorter).

screen grabs showing online video advertising formats on youtube

Bruce Daisley, sales director at YouTube and Google revealed last year that “on average only 30 per cent of viewers chose to skip ads when given the choice.”

Furthermore, research suggests that viewers who choose to watch advertisements are generally more engaged than an average user on the site. Daisley cited a case study from Walkers where those choosing to view the ad were 273 per cent more engaged than those who were obligated to view the ad as a standard pre-roll. The study showed that 81 per cent of users who viewed a full ad could recognise the same ad on a subsequent occasion (Ipsos MediaCT, 2012).

With the TrueView ad formats everyone’s a winner: viewers choose ads that they want to watch and you reach people who are interested in your message. As your number of views goes up, you know you’re reaching truly engaged viewers.

We will have a deeper look at the different types of TrueView ad formats and best practise tips of running a successful online video campaign on YouTube in our next posts.

Impact Marketing offers a range of Video Production and TrueView Advertising services. Don’t hesitate to contact Marliese for a free consultation today!
Email: marliese@impactideas.co.uk
Phone: 0207 729 5978

 

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