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»trueview

YouTube Introduces Reach-Based Pricing For TrueView Ads

YouTube on Monday released a CPM-based pricing model for its skippable video format called TrueView for reach. Read the blog post. This pricing model optimizes not for viewability but for on-target reach – similar to YouTube’s six-second bumper ad format. Previously, TrueView ads were transacted on cost per view, with YouTube charging advertisers once consumers... Continue reading »

by Kelly Liyakasa // April 2nd, 2018 //
»
Can Engine Oil Be Sexy? BP Castrol Blends Long-Form Video With An Influencer To Find Out

It’s hard to drive deep engagement with motor oil. “Oil is just something people aren’t naturally interested in,” admits Ame Cameron, head of US brands and communications at BP Castrol. “I think people have a lot of questions about it, but it’s probably one of the least sexiest categories in the world.” With that reality... Continue reading »

by Kelly Liyakasa // September 2nd, 2016 //
»
Columbia Sportswear Takes A Data-Driven Shot At 360-Degree Video

Like many companies, outdoor lifestyle brand Columbia Sportswear was no stranger to using 15- and 30-second YouTube videos as a complement to TV. Because consumers weren’t necessarily going to YouTube for “conversion-based” content like product reviews, Columbia experimented with 360-degree video to make its content more immersive. Columbia sent its production crew out with US... Continue reading »

by Kelly Liyakasa // July 21st, 2016 //
»
Google’s Programmatic Video Biz Is Growing Like A Weed

Google's programmatic video revenues are growing fast, thanks in part to its decision to turn on exchange-based monetization of YouTube's TrueView ad formats. Just how fast they’re growing can be seen in figures obtained by AdExchanger as well as in data released by Google directly. Google claims programmatic buying on YouTube via its demand-side platform,... Continue reading »

by Kelly Liyakasa // July 14th, 2016 //
»
Google Tweaks Shopping And Travel Ads To Spur Price Alerts, Product Relevancy

Google debuted a number of shopping and travel ad products on Tuesday, including dynamic price alerts for flights based on Google search queries. But first, YouTube. When Google rolled out TrueView for shopping last spring on YouTube, it claimed the units generated three times the revenue of standard TrueView video ads – and the volume... Continue reading »

by Kelly Liyakasa // July 12th, 2016 //
»
Pixability Wants To Help Brands Beat The Walled Garden Woes In Video

While big video platforms such as YouTube and Facebook provide unparalleled reach and targetability, marketers aren’t completely sold on the insularity of these environments – or their ability to augment data beyond the platforms’ own four walls. Pixability, which originated as a tool for agencies and marketers to assess high-value YouTube channels and audiences, wants... Continue reading »

by Kelly Liyakasa // February 23rd, 2016 //
»
Google To Yank YouTube Inventory Out Of AdX By Year's End

The writing was on the wall. Google revealed late Thursday it will no longer sell YouTube inventory through the DoubleClick Ad Exchange (AdX). Neal Mohan, VP of video and display advertising at Google, said in a blog post that the tech giant is yanking YouTube inventory from AdX to focus its development efforts on "the formats... Continue reading »

by Kelly Liyakasa // August 6th, 2015 //
»
Visa Commits 50% Of Media Spend To Digital, Test Drives Shoppable Video

Visa wants merchants and consumers to know it’s everywhere they want to be. And, increasingly, everywhere means mobile. The brand is committing more than 50% of its US media budget to digital, including social and mobile, said the company’s SVP and head of North America marketing, Lara Balazs. Last year, it invested 30-40% or more... Continue reading »

by Kelly Liyakasa // June 9th, 2015 //
»
Google Claims YouTube Ads More Viewable Than Standard Video Ads

Just over half (54%) of all video ads across the web are viewable compared to YouTube’s 91% average viewability rate, according to a Google report released Friday. It’s not surprising Google is releasing video viewability figures, given its investment in TrueView formats for brand advertisers, which are sold on a cost-per-view basis. Google claims it... Continue reading »

by Kelly Liyakasa // May 8th, 2015 //
»
Google Switches On Programmatic For TrueView Video Ads

The rumors were true. Google’s skippable and click-to-play YouTube ad format TrueView will be available programmatically, the company announced Thursday at the Programmatic I/O conference in San Francisco. The 5-year-old format, priced on a cost-per-view basis, represents more than 85% of in-stream ads on YouTube, according to Rany Ng, product management director for Google. TrueView... Continue reading »

by Kelly Liyakasa // April 16th, 2015 //
»
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