“TrueView action ads” are one of the YouTube ads announced by Google, and are ads that specialize in increasing the number of conversions. By adding eye-catching phrases and headlines that encourage viewers to take action, the purpose is to increase the number of potential customers for the product or service you want to appeal to, and ultimately lead to conversion.
In this article, we will explain the overview and mechanism of “TrueView action ads”, which are effective in increasing conversions on YouTube, and the differences from in-stream ads.
What is “TrueView action advertising” that increases conversions on YouTube?
“TrueView action ads” are one of the YouTube ads that Google officially announced in 2018. Since its release, TrueView action ads have been used in a variety of sizes and industries, achieving results such as increased product sales and service registrations.
Traditional YouTube advertising focuses on increasing awareness of products and services and increasing the number of views of advertising videos, but TrueView action advertising is focused on acquiring conversions. Apart from the video itself, there are other ways to encourage viewers to take the next action after watching the video, such as using phrases and headlines that are effective for calling to action, and providing access to linked pages. Masu. By using TrueView action ads, you can expect to acquire leads and increase the number of conversions.
In addition, when Google analyzed TrueView action ads in 2019 using the “ABCD Framework” (*), which is a compilation of its own video ad analysis, the following videos were cited as ads that comprehensively capture the elements of ABCD. Masu.
NTT Docomo “Gigaho/Gigalight Price Simulation Appeal Edition”
It is clearly designed to encourage viewers to take action, and builds engagement with direct offers that have a central character speaking to them. The overall vivid color scheme has a strong impact, and is one of the elements that makes the advertisement a strong impression on viewers.
(*) Google’s proprietary framework, which is an acronym for “Attract,” “Brand,” “Connect,” and “Direct.”
How TrueView action ads work
TrueView action ads use a skippable in-stream ad format. Get creative with calls to action, headlines, and end screens. You can also add sitelinks and lead forms as optional features.
- TrueView action ads features and specifications
1. Headline of call-to-action phrase: Up to 15 half-width characters (7 full-width characters) 2. Button for call-to-action phrase: Up to 10 half-width characters (5 full-width characters) 3. Companion banner: You can automatically generate it or upload an image. (Displayable only on PC) 4. Automatic end screen: Displayed for 5 seconds on mobile and 7 seconds on PC 5. Sitelinks (optional): Up to 4 can be displayed (Displayable only on mobile) 6. Lead Form (optional): Reach users who are likely to be highly interested (can only be viewed on mobile)
Differences from TrueView in-stream ads
Both TrueView action ads and in-stream ads display the same way. However, while action ads are focused on acquiring conversions, in-stream ads are aimed solely at increasing brand awareness and reach.
So, why can TrueView action ads be expected to increase the number of conversions despite having the same specifications? This is likely because the following features attached to action ads encourage viewers to take action.
1. Broadcast call-to-action phrases and headlines
TrueView action ads display overlays (*) of phrases and headlines that encourage viewers to take action, which has the effect of attracting viewers’ attention and prompting them to take action.
(*) Advertisements that are fixedly displayed on videos.
2. Automatically adjusted based on data that led to conversions
TrueView action ads perform advanced machine learning based on data that actually led to conversions, and are automatically adjusted to optimize the number of conversions. Ads are distributed preferentially to users who are more likely to convert, allowing for more effective ad distribution.
summary
◆TrueView action advertising is a type of YouTube advertising announced by Google that specializes in increasing the number of conversions.
◆TrueView action ads are designed to encourage viewers to take the next action after watching the video, such as using phrases and headlines that are effective for calling to action, and providing access to linked pages. There is.
◆TrueView action ads and in-stream ads have the same specifications, but while action ads are focused on acquiring conversions, in-stream ads are aimed solely at increasing brand recognition and reach.