TrueView Will be Available for Programmatic Buying Within DoubleClick Bid Manager
Google launched TrueView, the innovative cost-per-view (CPV) ad format, five years ago. At first, pundits criticized Google for following an advertising model which allowed viewers to choose which ads they wanted to watch. As it turns out, many viewers opt to watch video ads.
“Video advertising in general is moving toward user choice – as people can fast forward, skip, close the screen. But with choice comes opportunity, and we’re seeing more creative, engaging, and entertaining ads now than ever before,” noted a blog post on the Google Agency Blog.
In yet another milestone, Google announced on April 16, 2015, that the TrueView ad format would be available for programmatic buying within DoubleClick Bid Manager. “This launch brings together two important trends we’re seeing: the importance of user choice in advertising and the ability to reach the right person at the right time with programmatic buying,” noted Neal Mohan (@nealmohan), Vice President of Display and Video Advertising Products, in the announcement.
As TrueView follows the CPV ad format, viewers only pay when they watch video ads. TrueView has since become a brand mainstay on YouTube, and represents 85% of all in-stream ads on the platform.
On the other hand, programmatic buying has also come of age—evolving from a real-time bidding tool for direct response campaigns into a vital technology and data-driven solution for brand building. With the consumer’s journey increasingly fragmented into micro-moments across an array of screens, programmatic buying can help brands understand and reach out to their audiences across devices and formats.
Many of Google’s partners—notably Netflix (@netflix), Nestlé UK (@NestleUKNews), Cadreon (@Cadreon_IPG), and Vivaki (@VivaKi)—are already reporting success with the new technology, as the TrueView beta in DoubleClick Bid Manager represents a powerful new channel for marketing content across the world.
Check out Think with Google’s new study “Measuring the Impact of Online Video on Brand Metrics” to understand how TrueView campaigns can deliver significant lift in brand interest.
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