What are TrueView Ads? Advantages/disadvantages and setting method explained

YouTube advertising announced that advertising revenue reached $ 15.1 billion in 2019. It is now recognized as a platform that various companies use for business. Many companies are considering using YouTube advertising from now on.

If you’re looking into how YouTube advertising works and how much it costs, you’ll probably come across the term “TrueView.” There may be a lot of people who feel that they don’t understand it somehow.

This time, we will explain the overview, advantages and disadvantages of YouTube’s “TrueView Ads”, and the points of utilization.

Table of Contents

TrueView ads are one of the ads available on YouTube and Google AdWords. There are three types of publishing formats available on YouTube:

(1) In-stream advertising

Ads that appear before, during, or after a YouTube video. Viewers will be able to skip the ad 5 seconds after it starts playing. It is a low-risk and easy-to-use menu because advertising costs are incurred only when the viewer watches the video for 30 seconds or more or takes a specific action.

If the video is less than 15 seconds, you can also set it to not be skippable. If it is set to non-skippable, CPM will be charged, and advertising costs will be generated for every 1,000 plays.

A shopping function is also implemented, and it is possible to display up to 6 shopping carts within the video ad.

②Discovery advertisement

Ads that appear in YouTube search results and related videos. Since the video ad can be viewed by clicking the thumbnail image, you can get more interested users to watch the video. You will be charged when you click on the thumbnail image and watch the ad.

(3) Bumper advertisement

Ads that play before, during, or after a video and cannot be skipped by the user. The length of the video is supposed to be within 6 seconds, and it is important that the user remembers it in the limited time of 6 seconds. You will be charged for every 1,000 plays.

What are the advantages and disadvantages of using TrueView ads on YouTube?

Let’s look at the benefits first. The main three are:

1. Efficient use of advertising costs
   TrueView ads are basically billed at the stage of playback or click, so you can use advertising costs efficiently.
2. Since the CTA can be set up in the video that can lead directly to the company’s site
   , it is designed to facilitate access to the company’s site from the advertisement.
3. A wide range of people can be reached and detailed targeting is possible
   Above all, the reach will be a big attraction. YouTube has 62 million monthly active users in Japan, and is viewed by a wide range of people regardless of age or gender. As I introduced earlier, the targeting accuracy is very good, so you can approach the target users with pinpoint accuracy.

Now let’s look at the disadvantages.

1. Requires technology to create videos that attract users’ interest A
   certain level of technology is required to create short videos of a few seconds or tens of seconds that attract users’ attention. You don’t necessarily need to produce high-quality videos, but you do need the technology to analyze what kind of advertisements will attract the target audience and incorporate them into actual creatives.
2. In the case of forced playback menus,
   ads are inserted before, during or after videos that users want to watch, which may give a negative image, so basically there is a risk of degrading the user experience. Let’s keep Especially in the case of non-skippable in-stream ads and bumper ads, there is a high probability that the video will be watched properly, but on the other hand, it will force viewing, so consider carefully how to use it.
3. Need know-how to improve effects If you
   select a skippable menu, you may not be able to watch it if you can’t arouse interest. As with general programmatic advertising, know-how is required to measure effectiveness and improve video creative and distribution settings.

As much as you can expect a high effect, suitable know-how is required. If you outsource the video production and operation, you can considerably reduce it, but in order to maximize the results, you will need to understand it to some extent in-house.

Next, I will explain how to submit. The publication process can be divided into four steps.

1. Prepare video for advertising
2. upload video to youtube
3. Ad settings from your Google Ads account
4. Advertisement delivery will start once the review is passed.

Among them, I think that 3. is the most difficult part, so let’s check the procedure.

3-1. Log in to your Google Ads account.

3-2. After logging into your Google Ads account, click the Campaigns tab.

3-3. Select “Video” from “+ Campaign”.

3-4. Set “Campaign name”, “Budget”, “Posting period”, “Posting network”, “Region”, etc.

3-5. When creating an ad group, set the “ad group name”, “maximum ad viewing cost”, “narrowing down the target users to reach”, and “narrowing down where the ad will be displayed”.

3-6.In the video settings, enter the URL of the uploaded video, select the format of the video, enter the URL of the website displayed in the ad, enter the URL of the website where the ad is clicked on, and confirm the preview. settings.

TrueView ads are highly appealing and have a billing structure that makes it difficult to waste advertising expenses. On the other hand, it also has the aspect of hindering the user’s content experience, so it also has the risk of giving a negative impression. Have you ever been annoyed by sudden advertisements while watching videos on YouTube?

In order to be naturally interested without being offensive, it is important to clarify who the target is. Let’s think about what kind of timing will make it easier to reach people, what kind of creative will make them want to see it, all from the target user’s point of view.