New YouTube ads will push viewers to download apps, book trips, find movie showtimes
Sarah Perez | October 01, 2018
YouTube is expanding the ways advertisers can connect with their audience, thanks to an expansion to its TrueView in-stream ad format that will now push viewers to take actions when viewing ads beyond just a click. The company was already testing extensions that let advertisers add location elements or forms to their ads to get viewers to sign up for a service or learn more via email. Chili’s tested this to grow its loyalty program sign-ups, for example. Now, YouTube will add more extensions that let advertisers push other actions, like app downloads, travel booking or buying movie tickets. Early testers of these extensions included Vodafone, 20th Century Fox, Headspace and Maybelline. Vodafone reported a 3.5 percent click-through rate, as a result, and a 2.3x incremental lift in ad recall says YouTube. With the new extensions, ads could become more useful to viewers who show interest. Instead of simply getting viewers excited about a new movie, for instance, viewers could be presented with an interface where they can browse nearby theaters and see when the movie is playing and where they buy their ticket.