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Video

Google introduces TrueView for Action ads on YouTube

The ads include tailored call to action banners while video ads play.

Ginny Marvin on September 14, 2016 at 7:48 am
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Denys Prykhodov / Shutterstock.com

Denys Prykhodov / Shutterstock.com

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. youtube-trueview-for-action-mazda

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.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

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.

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