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YouTube Monday announced that brands can now buy its TrueView ads and optimize them for reach.
Product managers for video ads Ali Miller and Khushbu Rathi revealed in a blog post that 87 percent of YouTube’s six-second Bumper ads drove “significant lifts” in ad recall, averaging 20 percent across all campaigns.
They added that the new TrueView for reach ads combine its existing in-stream format with “the simplicity of CPM [cost per thousand impressions] buying,” all falling under the 95 percent viewable and 95 percent audible parameters.
This means brands can create ads as short as six seconds (and up to 30 seconds), which users can skip after five seconds, and which will run before or during videos.