Google introduces TrueView for Action ads on YouTube

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Google introduced a new format for YouTube TrueView video ads on Wednesday: TrueView for action.

With TrueView for action, advertisers can display a call-to-action banner at the base of the video during and at the end of the video. The branded banner can be tailored to a specific action goal such as “Book now,” “Get a quote” or “Learn more,” like the Mazda example from Google below. 

Sridhar Ramaswamy, SVP of ads and commerce at Google, made the announcement at the DMEXCO conference in Germany on Wednesday.

The new ad format follows other goal-driven TrueView formats — TrueView for app promotion and TrueView for shopping — designed to move video advertising on YouTube beyond general branding.

Ramaswamy said Google will test TrueView for action ads throughout the year. A Google spokesperson says the reporting and user experience are being fine-tuned, and the aim is to make the new format available globally.

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Ginny Marvin

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.