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YouTube launches 'TrueView for reach' format to help brands catch a 'scattered' set of eyeballs

YouTube looks to help brands collect 'scattered' consumers as it launches TrueView for reach / Where's Lugo via Unsplash

YouTube announced the addition of a 'TrueView for reach' format to its 6-second TrueView ad product offerings.

This announcement came after Google’s announcement of a TrueView ad product, which allows brands to target consumers with direct response-style videos that appear on YouTube after searching for something related on Google. TrueView for reach is considered a CPM offering, which gives brands added incentive to come up with creative that drives impressions.

Google explained in the blog post that for brands whose principal objective is growth, reach is the statistic that will matter most: “Playing the game used to be fairly straightforward: find the most popular shows on television, put your brand there and maximize reach among your demographic target.” It continued that consumer attention is now “scattered across an array of devices and places and platforms, and although that makes reaching and engaging your target audience more complex, it’s also a great opportunity for marketers.”

The video platform beta tested 84 campaigns for the new TrueView and found via its internal data that 9 out of 10 ads using the new product drove a significant lift in recall. In the blog post, Google further explained: “TrueView for reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying. Optimized for cost-effective reach, this format can help you to raise awareness among a broad set of customers — and to do so within our 95% viewable and 95% audible environment.”

Brands like Under Armour had already seen success reaching consumers using YouTube’s 6-second bumper format. Jim Mollica, senior vice president of digital marketing and media, said: "We’ve been using bumpers for almost two years to drive frequency among consumers who have engaged with us in the past. We use TrueView to drive engaged reach and rely on bumpers to remind and drive product storytelling. For us, frequency is the core driver of impact, and bumpers consistently enables this with a high degree of efficiency and proven impact."

Samsung had been a launch partner for the new offering, which Google believes enhances the experience for brands using the platform to reach more eyeballs. Jay Altschuler, vice president of media at Samsung added: "We thrive on innovation and pushing boundaries. We were eager to test and learn as the launch partner of YouTube's new TrueView for reach solution since marketing today is no longer about reach 一 it's about engaged reach. User choice and attention are both critical for building a meaningful connection with consumers and for our flagship phone launch last spring, we were able to reach 50%+ more people at half the CPM using TrueView for reach."

Pepsi has also used the platform and found success. Vanessa Tsangaratos, digital marketing manager for Pepsi France said: "TrueView for reach not only enabled us to achieve massive on-target reach but delivered high completion rates on our 10-second video. Moreover, CPMs proved to be more competitive: we saw 30% lower CPMs on average compared to previous campaigns. This ultimately drove lower average costs on incremental reach points: -46% versus TV on specific target audiences."

This new product may be a viable option for brands that have been looking to engage more, as the platform looks to tackle fake news and enhance brand safety. At last month's SXSW, Susan Wojcicki announced that YouTube would pull info from open-source database Wikipedia to give viewers an opportunity to insert 'information cues' on relevant links to conspiracy videos or fake news — all without giving Wikipedia a heads-up first.

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