New campaigns will be added into video partners automatically.
Google is opening up Google video partners inventory to TrueView for action ads.
Why we should care
TrueView for action video ads are specially tailored for performance advertisers with a call-to-action banner that appears during and after the video plays.
If you’ve found success on YouTube with TrueView for action ads, this can help you extend your campaigns’ reach to sites and apps on Google’s video partner network. However, it’s important to note that the environment and units are a bit different than native YouTube inventory and video partners may perform quite differently.
Video partners inventory can appear across all devices as an interstitial in a video player. On mobile apps, they can also appear as rewarded video units. Below is an example of a YouTube for TrueView ad in a mobile in-app interstitial unit.
Grammarly, which is a regular YouTube advertiser, said it saw 20% more installs of its writing assistant app at an 8% lower CPA after opting into Google video partners.
More on the news
- The option to opt into video partners inventory is available under the Networks section on the campaign settings page in the UI.
- New TrueView for action campaigns will be opted-in to video partners by default.
- Your existing TrueView for action campaigns won’t be opted in automatically
- This option is already available for other YouTube video ad formats, including regular TrueView in-stream ads, bumper ads and outstream ads.
About The Author
Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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