YouTube has introduced a new way to purchase its skippable TrueView ads. The format, dubbed TrueView For Reach, enables marketers to purchase skippable ads on a CPM basis — or cost per thousand impressions. Previously, TrueView ads were purchased on a cost per view basis, notes AdExchanger, which added that the new format serves to prize reach over viewability.
With TrueView, which is YouTube’s most popular ad format, marketers run spots that can appear before or during videos that viewers can choose to skip after five seconds. Marketers only pay if their spots are viewed for at least 30 seconds, to completion, or if a viewer clicks on the ad. In addition to TrueView For Reach, YouTube last month rolled out another format within the TrueView family called TrueView For Action, which enables marketers to insert customized calls to action within their skippable clips.
Two years ago, YouTube introduced six-second unskippable Bumper ads, and TrueView For Reach — which lends itself to shorter creative — aims to build on the way that the briefer Bumper format maximizes impressions. YouTube will continue to offer non-skippable Bumpers, which can range from six to 20 seconds in length.
You can read more about the TrueView For Reach format on Google‘s Adwords blog.