Maximising Your Brand’s Impact: YouTube’s Latest Advertising Formats for Big Screen Success
You will probably already be familiar with the Youtube library of advertising formats – the non-skippable 15-second ads, the skippable longer formats and the 6-second Bumper ads. Well new to the fold just released at the latest Brandcast event is the 30-second non-skippable.
What’s the big deal? Well, we think it could really propel the AV offering further, positioning it as a major player in the big screen landscape. This format is more aligned to the traditional linear stations where wastage is high and targeting options to the level offered by Youtube are limited.
We see it as an exciting extension for direct response television (DRTV) campaigns – where audience targeting is better and costs without wastage built-in stack up nicely but also brand in segment-based campaigns where incremental BVOD costs on the major stations make incremental reach an expensive option. As it’s so early YouTube has not revealed what the minimum spend or CPMs will be, but we would expect them to be way lower than the current market competition.
In addition to this innovation, YouTube has also developed its own ‘pause screen’ page option first used and inspired by Hulu but more commonly seen in the UK on Channel 4 VOD. Interestingly 70% of YouTube’s current impressions are on TV screens. Again no costs have been shared for this but it will be interesting to see how they compare against the likes of channel 4.
Whether you’re seeking efficient reach with minimal wastage, or to increase your response volume at a low CPA on DRTV, our team has likely already tested this for you! Speak to the team to find out how we can integrate these exciting formats into your campaign.