On its Mobile Ads blog, Google announced that YouTube’s mobile app and website users will now see pre-roll ad content before videos. According to the company, users can skip the ads if they choose, but the move expands the potential audience for video marketing campaigns.
Using the TrueView ad platform it rolled out last year, YouTube will show users ad content similar to paid search ads on SERPs. Moreover, the release explained that marketers will only pay for placement when a user watches an entire ad. Since all content can be skipped on mobile devices, audience targeting becomes even more critical to ensure the video engages viewers quickly.
Phil Farhi, group product manager for YouTube, said that it’s likely that companies choosing to use the TrueView mobile product will see frequent adjustments and innovation to optimize for both marketers and consumers.
While ensuring content marketing material is relevant to target audiences is critical for any kind of content, marketers stand an even greater risk of losing prospects because of poorly tailored video content. Brafton recently highlighted a report from Vibrant Media that found 70 percent of consumers ignore videos that don’t quickly engage them. Furthermore, companies that haven’t made video a part of their web presence miss a major potential audience, as comScore recently pegged American video ad consumption at more than 11 billion in June.