Ensuring that your ads are able to be seen is an important baseline for driving brand impact. That’s why we’ve been so focused on improving viewability measurement. We’ve spent the last several years investing in our Active View technology, which measures whether or not an ad was able to be seen. Active View makes viewability measurement effortless and free. Over the next few weeks, Active View will become available for all YouTube in-stream inventory, including TrueView, whether bought through Google AdWords or DoubleClick Bid Manager.
Viewability on YouTube
As the place people choose to watch video, YouTube has an industry-leading average viewability of 93% globally1. To help you measure the viewability of your ads, Active View now provides viewability measurement on a per-campaign-basis, so you can understand how your campaigns are performing.
Catching the WAVE to greater brand impact
Viewability is crucial, which is why we’re excited to extend Active View to our full range of in-stream formats on YouTube. But it’s important to keep in mind that with video, viewability is an indicator of whether or not your ad was on screen – not the impact of your ad. In addition to viewability, there are several factors that drive results for brand campaigns, such as: Are your ads heard as well as seen? Is the viewer interested in seeing video and paying attention to your ad? And most importantly, for how long do they watch and listen? We take each of these factors – not viewability alone – into account when we deliver your ads. It’s Watchtime, Audibility, Viewability and Engagement together that drive the greatest impact for your brand, and YouTube alone delivers the whole package:
Watch Time: Looking at hundreds of Brand Lift studies, we saw that the longer a user watches your ad, the higher the lift in awareness and consideration2
Audibility: We tested 280 campaigns and found that among users exposed to ads that were both viewable and audible, ad recall had a lift of 43%. Among users exposed to ads that were viewable alone, ad recall was significantly lower at 31%3
Viewability: YouTube has industry-leading 93% viewability
Engagement: Looking at 89 US brands that ran Brand Lift studies, we found viewers exposed to TrueView ads are 10x more likely to engage with the brand on YouTube, such as visiting or subscribing to the brand channel, watching more from that brand, or sharing the brand video4
WAVE is what makes video ads on YouTube different. And we tune our video ad system to optimize for all of these factors, to ensure advertisers get the full benefit of video.
The more we can help you understand what drives impact and reach those viewers who want to hear from you, the more you can drive towards your ultimate goal of greater impact per dollar spent.
1. Source: Google and DoubleClick advertising platforms data, April 2016
2. Source: Google August 2015 Meta Analysis: Understanding How Viewability Relates to Brand Metrics for Video Ads
3. Source: Google Brand Lift Data, 280 US campaigns, May 2015
4. Source: Google August 2015 Meta Analysis: Measuring TrueView Impact on Brand Channel Engagement