YouTube Makes Skippable TrueView Ads More Interactive — And More Lucrative
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For five years, YouTube’s skippable TrueView ads have let people push past an advertiser’s spot to get to the videos they want to watch without brands being charged for the slight. Now the Google-owned video service has come up with a new way for advertisers to keep viewers’ attention — and for YouTube to keep advertisers’ money.
YouTube is adding interactive cards to its TrueView video ads, so that marketers have the option to include more information as overlays atop their in-stream spots. These cards also give YouTube another way to make money from the ads even if people skip the full spot.
“We’re trying to make TrueView an even better creative canvas for brands. Video has always had sight, sound and motion. We’re taking the next step and going deeper into interactivity,” said Phil Farhi, director-product management for YouTube Ads.
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