To help advertisers reach more of their audience on YouTube with even more flexibility,

YouTube has introduced a new way called “TrueView for reach.”

TrueView ads are bumper ads which, despite being YouTube’s shortest ad type, are also skippable.

TrueView for reach brings the popular in-stream format built on user choice together with the simplicity of CPM buying.

Optimized for efficient reach, this format can help you to raise awareness among a broad set of customers and do so within our 95% viewable and 95% audible environment.

TrueView ads were initially launched with an ad-buying model based on watch time. Advertisers were asked to pay for an ad if it was either viewed for at least 30 seconds, or the user clicked on the ad before 30 seconds passed.

However, the new “TrueView for Reach” model allows advertisers to buy ads based on the total number of people that are reached, apart from how long they watch the ads.

TrueView for Reach is considered more advertiser-friendly as it allows ads to be purchased on a CPM basis. This should ultimately help get the ads in front of more people. On top of that, the ads can still be skipped, which helps keep YouTube users happy.

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