Dive Brief:
- In a blog post, Google introduced TrueView for action, a new YouTube ad format that gives marketers a way to add tailored calls-to-action during and after a video ad.
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The new capabilities were designed with mobile in mind, reflecting the growth in video consumption on smartphones and marketers' desire to drive engagement with mobile video users.
- The new feature is "especially advantageous for brands that offer products or services with high consideration, like financial services, automotive, or travel," Google said. "TrueView for action can help you move your customers along the path to purchase by encouraging actions like scheduling an appointment or requesting more information."
Dive Insight:
Google's introduction of TrueView for action points to how branding and performance marketing continue to merge on mobile. The smartphone can deliver both quality video and interactivity, taking a consumer from consideration to purchase seamlessly. A new study from Google on mobile users found that 92% of people who researched a product on mobile made a purchase within a day and 76% searching for something visited a related business within a day.
Google previously added product listing and app install ads to TrueView, which have been adopted by a number of brands. With TrueView for action, marketers across several large sectors can now drive direct action from their TrueView ads. In the blog post, Google said its research found 47% of 18-to-54 year-olds in the U.S. get help with a purchase on YouTube every month.
