How YouTube TrueView Advertising Sets the Pace for Creator Content
YouTube continues to add excellent programs that make things easier for everyone. Its recent TrueView advertising format, for example, is another industry-leading innovation that lets advertisers control their budget in relation to their YouTube ads – they are only charged when a viewer watches their ad. With such simple, easy-to-use programs, it sets the pace for incremental progress across many areas of interactive activities.
YouTube realizes, like many progressive internet-based brands, how progress is often a slow but sure accrual of many programs accessing one aspect of online use. In the case of TrueView ads, it gives video advertising a boost towards enhanced audience engagement in the way it encourages new online video advertisers or new ads by established brands to be competitive on creator content.
TrueView is already well-established – it was launched in 2010. It gives budget conscious advertisers the option to cut video advertising to five seconds, if a user will not watch it through. It is YouTube’s best ad format, accounting for 65% of the online video channel’s ads.
A standard is now in place for a modest and respectable monetization of YouTube channels through advertising. To judge from much of the pre-roll ads – many are friendly, skippable ads from big, well-known brands that run in all interactive devices – the quality gap between TV and video ads is no longer noticeable, but online video has more flexible tech ergonomics that does not force audience engagement. It sets very high standards for all content creators to fashion the most memorable images and lines in a very narrow timeline. That is the current challenge for video ad content creation, but TrueView, by virtue of its limitations, sets the pace for its eventual phase-out. It is basically a temporary format that addresses current video ad needs in lieu of more advanced levels of audience engagement, perhaps when Google or Facebook come up with interactive TV channels which will replace traditional TV. Microsoft is in constant research for the creation of a paradigm-shifter in this regard, X-box technology notwithstanding.
Yet, the mass of advertisers and content creators are not worried about limitations. TrueView, at the very least, is a more virtuous way of putting up ads, and challenges traditional TV advertisers to be more conscious of their content. Most of us channel surf through our TVs whenever the programmed (and deadly boring) three- to five-minute ad menus come up. This is the real paradigm which YouTube’s ad format seeks to educate its consumers about – that they should not stand for pap when they can have the most creative and informative commercials online.