YouTube introduced the six-second non-skippable ads format about two years ago for advertisers to use for brand awareness; which despite running only for a few seconds allow them to tell their story. With TrueView in-stream ads airing before or during a video, which advertisers are charged when the viewer watches at least 30 seconds or to the end of the video, or when they take action by clicking on the creative.
The company announced a new ad format, called "TrueView for reach" that would allow viewers to skip even shorter ads, even with ads that's a bit longer, but under a 30-second mark.
While the six-second bumper ads were designed to drive more reach among the viewership, especially those on-the-go audience, as it showcases not only the fun of storytelling in six seconds, but also the benefits of adapting to consumer behavior.
The TrueView for reach serves as a combination of the best of both worlds – comprising the short-form bumper ads, and the options offered through the in-stream ads format.
According to YouTube, they're seeing brands continue to push the boundaries of what’s possible in 6 seconds, and it’s paying off: In a new global study, 87% of Bumpers campaigns drove a significant lift in Ad Recall with an average lift across all campaigns measured of over 20%.
But today advertisers don’t just want commodity reach – they want reach where people are paying more attention to details.
YouTube aims to deliver this engaged reach through building solutions that help advertisers to tap into it’s differentiated audiences for building brand awareness and increasing market penetration at the least possible effort.
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