A new Youtube Advertising tool is taking the video world by storm.
It’s a tool designed to maximize results of your Youtube Advertising videos.
It came about because of one simple problem.
When people are forced to watch an ad, they are 75% less engaged, than when they choose it on their own.
Have you experienced this before, even as a consumer?
Or perhaps you’ve created an advertising video that just didn’t perform as well as you’d hoped?
If you’re considering Youtube advertising, this is a challenge you will need to overcome.
TrueView is the tool to make your Youtube advertising succeed.
In this blog we’ll take an in depth look at how it works, and how you can increase the success of your Youtube advertising.
What Is TrueView?
So what is Trueview and how does it impact your Youtube advertising?
First, in order to get the most out of your Youtube advertising you often need to test it, and see how it performs.
Then you can make effective tweaks to how you promote it.
Trueview is an engineered video ad buying experience, that allows you to continually optimize your video campaign.
There are two ways you can use this tool.
This means that the pre roll ad will appear either before a video you’ve just clicked on, or during. It’s definitely something you’ve encountered before in your viewing experience.
The difference for the marketer here is that they only pay for the ad if the viewer watches it for over 30 seconds or they watch the whole ad (meaning the don’t click “Skip Ad” right away), or they click the advertising link to go to the product being advertised.
This proves a qualified lead, and large brands (A&W, Ikea, Clorox, etc.) have had significant insights and success using this campaign.
We’ve all seen the legendary sidebar that promotes exciting and distracting videos for you to watch after you’re finished your current video (and sometimes before).
TrueView in-display appears here at the top, and entices you to click on the ad before you’re done your Youtube watching session. It’s a lower pressure form of Youtube advertising.
Goals & Metrics
There’s a variety of goals TrueView can help you achieve in your video ad campaign.
Here are a few of them:
- Test different ad lengths to determine ideal performance.
- Include a call to action overlay button (click to end her walk, Clorox)
- Get detailed performance insights by testing different types of videos, or create variations of one video
- Test thumbnails
- Target different geographic locations and languages
- Scale your bids and ad investment to help fuel campaign success with your insights.
The biggest impact you get out of TrueView is that you can start to curate an audience you that know is interested, without having to spend a ton on Youtube advertising.
Often times, large brands spend large amounts (with TV ads for example), and get a small percentage of qualified leads.
Because you have so much control of your ad spend, you can spend a lot more time tweaking and optimizing your ad before and during your campaign.
If TrueView is a new concept for you, you may not be aware of how successful it really is.
Large brands are flocking to Trueview for it’s Youtube advertising capabilities, and having massive success.
Here are a few success stories, to get you excited.
Ikea is always leading the pack in advertising strategy. It’s no surprise they’ve been using Trueview for their Youtube advertising, and having great success with it.
In the first 8 weeks of their Trueview campaign, Ikea converted 50,000 online shoppers to in-store buyers.
They also generated a 673% boost in google searches online.
They did all this using one Trueview campaign.
Clorox and their marketing company decided to combat the “Skip Ad” button by placing a “purchase” button at the opposite side of the screen.
However it wasn’t necessarily just a “purchase” button.
It was a button to end the walk of an Kenyan woman who had to walk 4 hours to get water.
By purchasing a water bottle that supports an initiative to supply clean water to the people of that region, viewers can help end her 4 hour walk to get water.
Pairing creative storytelling with TrueView, this online rental company was able to reach their audience with more effectiveness than ever before.
They created two spoof ads inspired by Lord of the Rings, and Ghostbusters.
Their goal was to get 10,000 views.
2.4 Million views.
They improved actual sales conversions by 4x, and they attribute the success of this campaign to TrueView.
So if you want to maximize your Youtube advertising campaign this year, definitely consider leveraging TrueView.
If you’re unsure about how to go about that, definitely reach out to us to learn more.
Anthony Madani, Director
Anthony is the Creative Director at UpMedia Inc and an expert in Video Marketing, with a rapidly growing business. He’s spent 12 years in media production, from award winning television shows (appearing on Netflix) and movies, to producing marketing content for large corporations such as Toyota, Flight Center, Great West Life, and BC Lottery Corporation. His mission is to help your videos gain more leverage and impact online!
The most important ‘next step’ is to find the right video team for you.