Video advertising has become an intrinsic part of the marketing strategy of brands. Video is projected to claim more than 80% of all Internet traffic within the next two years. Brands look forward to building a notable online presence through video ads because videos ensure the highest level of user engagement. Top Fortune 500 companies invest millions in video ads to engage with their customers, promote new products and remarket existing products. So, publishers need to understand all the video ad formats well to distinguish between the respective formats so that the ads can be implemented seamlessly.P
Instream video ads– the ones within an existing video- are in vogue. Instream video ads are common and you must have come across them within an existing video on YouTube, Facebook or any other digital platform. Instream video ads are of three types- pre-roll, mid-roll and post-roll. Instream has been in use ever since the inception of video ads and is the tried and tested way of implementing videos in ad campaigns.
Now, what is TrueView?
TrueView is an in-stream video ad format in which the viewer gets the option to skip the advertisement after it has run for 5 seconds. Sponsors pay only for the ads that are either viewed till the end or till at least 30 seconds of their runtime. TrueView is most suitable for in-stream video content of considerably longer duration.
Studies show that the abandonment rate for skippable pre-roll ads is 18 percent lower than the rate for ads that don’t offer that option. The site also reported that almost 50 percent of viewers watch pre-roll ads to the end, even if they have the option to skip the commercial. Those who don’t skip make a conscious decision to watch a portion, if not all, of the video ad and are 75% more engaged than those who are forced to watch.
TrueView in-stream ads run on videos served on YouTube and a number of sites and apps in the Google Display Network ( GDN). The ads also run YouTube apps supported by Android and iOS, on embedded YouTube videos running in other sites and apps and on connected TVs.
Companion Banner Ads (optional)
The optional companion banner provides a static ad or gif that allows for clicks after the video has ended. If a companion ad isn’t provided, no other advertiser’s ad will appear next to your pre-roll ad. Users watching videos on YouTube Leanback are not able to see companion banners on TrueView in-stream ads, whether on GoogleTV or in their browser.
Call-to-Action (CTA) Overlays
The CTA overlay appears right when the video starts playing and after 15 seconds of the runtime of the video, the overlay gives way to just the thumbnail image. CTA overlays are provided for TrueView in-stream ads and in-stream ads bought on reserve in Google AdWords.
We hope you find this article to be helpful and assists you in your understanding of TrueView Instream ads.