Introducing YouTube for Action

Last week we were delighted to attend a session all about YouTube at Google HQ in London, and as a Premier Partner, we got to take a couple of our lovely clients!

The conference was focused all around the new ad format ‘YouTube for action’, also known as ‘TrueView for action’ and the new audience targeting options which have already been producing some great results for our clients!

We’re going to give a brief overview of YouTube for action in this blog and highlight some of the audiences you can now target.

An introduction on YouTube Advertising

YouTube is the second largest search engine in the world, it’s therefore a great place to advertise your product and these stats speak for themselves:

  • People are 2 x more likely to pay attention fo ads on YouTube vs social media
  • People are 3 x more likely to pay attention to online video ads vs TV
  • 95% of ads on YouTube are viewable, and 95% are watched with the sound on
  • There’s been a +150% YoY growth in conversions generated by YouTube ads in the past 12 months

What is YouTube for action?

YouTube for action campaigns help drive leads and conversions by adding prominent CTAs (calls to action) and headline text overlays to your video ads. These new call to action buttons and location extensions help drive conversions directly from your video ad!

New Audiences

It’s all very well having an easy way to convert, but how do you attract the right audience? 55% of people searching for a product on Google then learn more by going to YouTube before they buy. YouTube realised they needed to harness these people and have now given advertisers better targeting options. You can now target potential customers based on intents and interests as highlighted below:

Affinity and in-market segments – Improved
In-Market Audience is composed of people who are actively searching and comparing your product/service. Affinity targeting analyses someone’s overall interests and lifestyle to get a sense of their overall identity.

Life Events – New
Reach people during major life milestones like getting married, moving, or graduating college.

Consumer Patterns – New
Reach frequent grocery, big box, department, convenience store shoppers, frequent restaurant goers, and more.

Custom Intent – New
What if you could reach audiences on YouTube that just searched Google for what you offer? With custom intent audiences, now you can!

Initial results

Initial results from the YouTube for action ads and their new audience options have showed some amazing results. On average, campaigns that use custom intent audiences generate 30% higher conversion rates compared to campaigns that use other targeting. Company Vavavoom leveraged custom-intent audiences and in-market targeting to generate sales revenue, they got a 1409% Return on Ad Spend!

Payment

The way you pay has also improved with TrueView, you don’t pay for random impressions like on a CPM basis. You’re only charged when viewers watch or interact with elements of your video. The benefits of this payment method is that you’e only paying for viewers that are genuinely interested about your content.

Up Next

Our next blog will go over the creative side of YouTube ads and give you advice on how to optimise your video ads to win attention and drive performance even further!