Why Video Reach Campaigns Matter
Just in time to kick off AdWeek in New York City, YouTube has launched Video Reach campaigns; an ad management system designed to improve the advertiser experience on the video-sharing platform.
The new Video Reach campaigns will allow advertisers to upload three sets of ads under one campaign, as opposed to in the past when advertisers were forced to create separate campaigns for each type of ad. The ads, or asset types, are six-second bumper ads, skippable in-stream ads, and non-skippable in-stream ads. Once the advertiser uploads their assets and begins the campaign, Google will analyze which ads perform better and will optimize the campaign for maximum viewership.
This built-in analysis and access to consolidated asset-types will allow advertisers to run more comprehensive campaigns for a reduced price.
Early users are already seeing strong results, according to Google’s announcement. Says Google “[Ford] lowered their campaign cost over 20 percent compared to their previous YouTube benchmarks.”
The Video Reach campaigns promise to save time and money for advertisers as much of the learning from trial and error of advertising is replaced by Google’s machine learning. The built-in analysis paired with automatic efficiency optimization will ease the role of finding the best combination of assets away from advertisers.
The full benefits and drawbacks of YouTube’s new feature is yet to be fully known but has the potential to improve video advertising experiences for companies everywhere.
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