Google launches YouTube Trueview for action video ads image

Google launches YouTube Trueview for action video ads

With an eye toward making video ads more actionable, Google unveiled a new mobile-first ad format for YouTube dubbed Trueview for action.

The format displays a tailored call-to-action during and after videos. According to Google, the call-to-action can be adapted to your specific needs, for example, “Get a quote,” “Book now” or “Sign up.”

“Since this is an easy add-on to your video, you can drive performance on top of all the benefits of showing your video to an engaged audience,” wrote Sridhar Ramaswamy, senior VP of ads and commerce at Google, in a blog post. “This is especially advantageous for brands that offer products or services with high consideration, like financial services, automotive or travel.” 

Google said the new ad unit is designed to help marketers move their customers along the path to purchase, citing research that found 47% of U.S. adults aged 18 to 54 use YouTube at least once a month when making a decision about buying something.

“These intent-rich moments are opportunities for brands to connect with consumers when it matters, so we took on the challenge of making it easier for consumers to move from consideration to purchase,” Ramaswamy wrote.

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