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What's new @ Google? Tips and tools for agencies
New Google research: Reaching your audience effectively with YouTube TrueView Ads
Thursday, February 16, 2012
We're excited to share a new study that gives great insights on how to make your ads compelling enough so that people want to watch, not skip them. We’ve recently conducted a survey of more than 1,600 Americans aged 18-45 and learned some interesting insights for
TrueView Video Ads
, the family of YouTube ad formats that give viewers choice and control over which advertisers' messages they want to see and when.
Some of the most surprising results from our study include:
● 8 of 10 viewers preferred TrueView to standard in-stream ads
● 9 of 10 viewers thought TrueView created a better viewing environment
● 8 of 10 viewers thought the skip button was very clear
● Only 1 viewer in 10 always skips ads
Other results give insight into how advertisers can make their TrueView ads even more effective so that viewers watch, not skip, their ads. Based on the research, here are some of the best ways to make your TrueView ads stickier:
Make great ads that people want to watch and spark their curiosity.
Viewers have the option to skip a TrueView in-stream ad after five seconds, so piquing their interest quickly is important. By far the most popular survey response from people who chose to watch an ad was this one: “I was curious to see what the ad was for.” Attention-grabbing openers and humor also keep people watching.
Include branding in those first seconds.
TrueView advertisers pay only when people actually watch their ads. They’re buying real value, not paying per impression. So, insert your logo or brand name in the first five seconds—which cost you nothing if the viewer doesn’t keep watching. Enjoy those free impressions!
Include new, different information in your TrueView ad if it’s been airing on TV.
In our study, we found that seeing ads on TV affected whether viewers later skipped those same ads on YouTube. To keep them engaged across multiple screens, be sure to provide new product information in the ad messaging and make it personally relevant to the viewer with TrueView.
To read the full details about the study and learn more tips about creating better TrueView ads, visit
Think Insights
.
Posted by Christina Park, Product Marketing Manager, Think with Google
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