TrueView and how it's changing YouTube
If you've gone on YouTube lately, you may have noticed more video ads showing up before your video plays. You also might have noticed that you can choose to skip these pre-roll ads after the first 5 seconds if you so choose. If you skip the ad, the advertiser doesn't pay for the ad, and the ad delivery is considered a failure. If you keep watching, the advertiser will pay for your impression according to the agreed-upon price between Google and the advertiser.
This brings the eCPM concept to video advertising in a way that has never been done on a wide scale before. Many might wonder how this approach will make any money for Google--or the content creators who share ad revenue in exchange for posting their content on YouTube. From Google's perspective, TrueView is a win for advertisers, content producers and consumers. Consumers can choose which ads they see, content producers can gain revenue from another layer of advertising beyond banner campaigns and advertisers will only pay if audiences actually pay for their ad.
TrueView is not new. In December 2010, Google announced the product and the concept, and slowly began to roll out the spots to just a few videos. In recent months, however, the frequency of pre-roll TrueView ads has increased substantially as Google looks to monetize more and more of its YouTube content library. In late August, Google announced plans to roll out TrueView ads on mobile, demonstrating that the firm is continuing forward with attempts to monetize all platforms of its video service.
Doubts linger about the efficacy of TrueView ads and, most crucially, whether consumers will sit patiently through an ad to get to YouTube content. At ad:tech, advertisers will discuss what strategies they are employing to maximize the efficacy of products like TrueView. In "Online Video: How to Create and Syndicate a Stellar Campaign," Alix Hart of Best Buy, Kenneth Lagana of CBS Interactive and Rich Routman of SEASON will discuss what strategies advertisers can use to maximize ROI of pre-roll content across YouTube and other digital platforms. Additionally, speakers will discuss what tools exist on the marketplace to gauge and improve this performance, as well as what creative and analytic methods have been most effective in previous online video ad campaigns.
This article is part of Allvoices’ series on ad:tech, the largest digital marketing and technology conferences and expositions. Check out allvoices.com/adtech for more of Allvoices’ ad:tech New York event coverage. This series is supported by ad:tech.