YouTube trumpets brand capabilities with TrueView for reach

YouTube is putting the focus on its ability to reach engaged consumers with the launch of a new way of buying TrueView advertising on its platform, called TrueView for reach.

The method aims to bring together YouTubes popular in-stream formats built on user choice with the simplicity of CPM buying. Optimised for efficient reach, the format is aimed at helping brands raise awareness among a broad set of customers within a 95 per cent viewable and audible environment.

YouTube has already seen positive results from the new buying method in beta testing. Across 84 TrueView for reach campaigns, 90 per cent saw significant lift in ad recall, with an average lift of nearly 20 per cent.

“TrueView for reach not only enabled us to achieve massive on-target reach, but delivered high completion rates on our 10 second video,” said Vanessa Tsangaratos, digital marketing manager at Pepsi France. “Moreover, CPMs proved to be more competitive: we saw 30 per cent lower CPMs on average compared to previous campaigns. This ultimately drove lower average costs on incremental reach points: -46 per cent versus TV on specific target audiences.”

The new buying method comes less than a month after the global rollout of TrueView for action, Googles direct response video ad format which enable brands to include a customised call-to-action. With ad budgets increasingly shifting to digital from TV, YouTube is clearly trying to capture both the direct response and brand markets simultaneously.