10 Ways TrueView Has Changed Advertising: Part 2

June 29, 2015

6. Target interested customers

Remarketing is a targeting method for your digital ads. Originally, remarketing ads were designed to appear for people who had already visited your website; you could target those specific people to continue to see your ads. Now, with YouTube TrueView Ads, you can create remarketing lists that are targeted at people who have interacted with your videos.

This opens up some incredible creative opportunities. For example, L’oreal created an episodic series of videos in which subsequent episodes would only be shown to people who had watched the previous episode.

If someone has either i) interacted or viewed your YouTube videos ii) subscribed to, or unsubscribed from your channel iii) viewed your TrueView ads or iv) visited your channel, you can target them for future ads.

7. Measure lift in brand awareness

Beyond measuring impressions, clicks, and engagement to really see how effective your TrueView ads are in raising brand awareness, Google has developed a product called Brand Lift. Brand Lift uses survey and search results as a way of measuring the impact of your TrueView ad on consumer search behaviour.

Brand Lift conducts consumer surveys to both people exposed to your ad and those that have not been. If there is an increase in interest to your brand after people have seen your ad, Google will measure that as a lift in brand awareness. This data is all available to you in real-time so you can optimize your ads as you go. This allows for a flexibility in your TrueView ad campaign.

Anyone that spends money on marketing and advertising will recognize that this a huge breakthrough in measuring marketing effectiveness. This allows for measurable results in brand awareness, giving exact data for calculating ROI.

8. Generate user interaction

One of the biggest differences between television ads and TrueView ads is the fact that they are being accessed through a digital device. This allows for user interactivity including clickable call-to-actions and annotations. Imagine the possibility of allowing people to physically interact with your television ads. This is finally possible through YouTube’s awesome set of interactive tools.

Some brands have taken advantage of this feature by creating clickable annotations that lead to subscribing to their channel, other videos, or linking to the website. Annotations allow you to prompt users to engage with your content in a deeper way, building stronger brand loyalty and awareness.

9. Engage people everywhere they go

Mobile media consumption is growing like never before. If you don’t believe me, let these statistics enlighten you:

  • YouTube has over 1 billion active users watching their videos every day.
  • Of those billions of views, about half of them are being watched through a mobile device or tablet.
  • Last year that ratio was around one quarter.

This means that the way your advertisements are being watched isn’t going to be the same for every viewer. However, YouTube TrueView ads allow your ads to be targeted for different devices so that every person watching online content is getting access to your ads. This poses both an opportunity and a challenge. The opportunity is that you have the ability to reach people almost everywhere they go. The challenge being that you are now forced to design your ads effectively for the medium.

10. Purchase ads easier than ever before

Traditionally, ad buying is a laborious and costly step in distributing your ad. TrueView ads allows you to buy ad space easily and cost-effectively. Rather than hiring a team of media buyers to find placements for an ad and paying lots of money to purchase that space, you can set up and place ads on YouTube quickly and easily. This has allowed small businesses and organizations to have the same potential reach as any other organization.

Using YouTube and Google AdWords, you can create a video campaign in only a few minutes. Of course, if you’re unfamiliar with video advertising, studying for and taking the Video Advertising Certification will be hugely helpful for you, but if you want to get started right away, check out this quick tutorial by Google.

Conclusion

TrueView is just one advance in the digital advertising world. As advertisers, we are now challenged with a leveled playing field to create stronger and more meaningful content as these tools are now accessible by everyone.

The power is now in the hands of consumers to choose who they want to watch. How will you use this tool to connect with your audience better and in a more meaningful way?

By Daniel Roe