Wednesday, August 22, 2012 | 6:37 AM
Over recent years, we’ve seen that mobile advertising is a powerful way for brands to build awareness, engage people who are watching multiple screens, and drive in-store conversions. We’ve focused on creating tailored ad formats that work for the user experience on mobile, whether it’s searching or watching videos.
Today, most of us watch video on our smartphones and tablets, as well as our PCs - we watch videos when we’re out with friends, while waiting in line, or riding the bus home. We’ve rolled out a number of specific mobile ad formats on YouTube over the past year, making it easier for advertisers to reach people with great ads and content creators to monetize mobile views. Now we’re extending this further by launching TrueView in-stream video ads on mobile devices.
Driving greater ROI with TrueView
With TrueView, we’ve developed a model where user engagement matters -- people can skip ads they aren’t interested in after five seconds. Giving viewers choice over ads they watch has led to a better, more engaged viewing experience, benefiting the entire YouTube community of users, advertisers, and content creators. Advertisers only pay when someone chooses to watch the ad, so their budgets go toward the people most interested in what they have to say.
Hundreds of our advertisers are experiencing “buy one, get one free” -- for every view they pay for, they’re earning another one through sharing. This is because after a user watches a video ad, they can stick around to watch more content from that brand, visit their website, or share the video with friends. Many of you are seeing this in action today - TRX, for example, saw the greatest ROI from their TrueView campaign during their busy season promotions.
Additional reach with multi-screen campaigns
We’ve found that brand recall improves when ads run across TV, PC, phone and tablet. Bringing TrueView video ads to mobile devices will make it easier to create and manage multi-screen campaigns and will give you additional reach. All new and existing TrueView in-stream campaigns are now enabled to run on mobile platforms (you can manage your settings within AdWords for video).
We’ve only just begun testing TrueView on mobile, but early indications are that people engage with these ads in the same way as they do on desktop. This is just the start - we’ll continue to innovate to bring the best of video to the best of mobile. Learn how to get started with TrueView video ads today.
Posted by Phil Farhi, group product manager, YouTube