About a month ago, I posted about TrueView ads – what they are and the two types. Well, last week Google changed things up a bit. The TrueView ads update isn’t scary – in fact, there’s one tiny difference, which I’ll get to shortly.
TrueView ads are video advertisements that you only pay for when someone watches your content. Whereas cost-per-thousand (CPM) pricing has you pay per impression, TrueView ads have you pay per interaction. Let me clarify – when I say you pay per interaction, it means a click on your CTA or card, or a view that lasts for 30 seconds or the end of the ad, whichever is shorter.
WhaT was the trueview ads update?
In-Display Ads are now called TrueView video discovery ads.
Yep! No longer will you have to sweat remembering the difference between in-stream and in-display while you’re taking your AdWords certification exams. In fact, I like the new term of video discovery ads more than in-display, as it really captures the purpose and audience of the format.
in-stream versus video discovery
In-stream ads are played before, during or after other videos on YouTube and across the Google Display Network. After five seconds and up until the end of your ad (or 30 seconds, whichever is shorter), the viewer can skip your ad and you pay nothing if they haven’t clicked on any CTAs or cards within your ad
TrueView video discovery ads (formerly in-display ads), are put in, as Google says, “places of discovery.” This means video discovery ads show up next to related YouTube videos, as an overlay on a YouTube watch page, alongside YouTube search results or next to content within Google’s Display Network. You only get charged when someone chooses to watch your ad by clicking on your thumbnail. (This is why custom thumbnails are key to your YouTube video marketing strategy!)
There you have it. The only change with the TrueView ads update is the name from in-display to video discovery, a name that is all the sweeter and less likely to be confused with in-stream ads.