It’s no secret that online advertising has flocked to YouTube. The opportunity for advertisers to tap into an already engaged audience of viewers is too good to pass up. But with so many advertisers vying for a spot in front of the crowd, does the ad clutter ruin the experience? You’d be surprised.
Online advertisers now have to be more careful with their strategy. If your ad creates a barrier between the viewer and their content, they won’t be happy and neither will the content owner if they leave. The solution? TrueView Video Ads. This flexible ad format allows YouTube channel owners to monetize their videos without blocking their viewers’ experience. TrueView ads are skippable after 5 seconds and provide a refreshing alternative to brand barriers for everybody.
The decision to monetize YouTube content can be a difficult one if you have a specific brand presence that you’d like to maintain. Brands don’t want ads to alter their image or drive away viewers. But with over 3 billion video views per week globally, ads are becoming an expected part of the experience. Just because everybody else is doing it, does that mean you should too? Not necessarily. But it is comforting to know that the stigma associated with advertising on your content is fading and becoming more normalized.
TrueView ads give channel owners the best opportunity to monetize content without deterring viewers. Because the ad can be skipped after 5 seconds, viewers are more likely to stay and watch. In fact 15-45% of viewers stick around to watch the whole ad. This helps keep your viewers happy and your brand image intact. If you’re going to monetize, why not give your audience some options?
It’s up to advertisers to compete for your attention. Campaigns have to be carefully catered to what you want simply because the power is now in your hands. Advertisers need you to watch their whole ad before they get paid. If their TrueView ad sucks and you skip it, they loose out. This introduces an interesting new level of competition to the mix. Advertisers are trying harder than ever to make creative, engaging commercials that you might actually want to watch. This improves the quality of everything you’re “forced” to watch and could occasionally produce a pretty cool commercial. Also, YouTube knows when they showed you a TrueView pre-roll last so you won’t have to sit through it on repeated views.
TrueView ads might be one of the most insightful campaign options available to advertisers. The simple fact that you can tell if a viewer skipped or watch the entirety of the ad can give you valuable information about your strategy. If you get viewers to actually choose to stay and watch your commercial, you’re doing something right. Some advertisers have even used TrueView to test the effectiveness of ad campaigns before pushing to a wider television campaign. You only pay for views on the whole ad which makes ROI an easier stat to track. YouTube has also seen click-through rates of up to 4% (3-4 times higher than other video ad formats).
The fact that there is more adversing happening on YouTube doesn’t necessarily have to be a negative thing. Competition is now a much more important part of the equation. High demand for space among advertisers and the ability for viewers to outright skip them means they have to produce knock out content every time. Nobody’s thinking “man, I’m really glad that Swiffer commercial came on before this Phantogram video,” but at least the potential is there.