Google has recently announced a significant expansion of its First Position ad offering on YouTube, now making it available across all content types through Display & Video 360. This move marks a departure from the previous limitation of First Position ads to YouTube Select inventory, allowing advertisers to reach a broader audience and engage with viewers in new ways.
First Position ads are a type of in-stream advertisement that appears at the beginning of YouTube videos, ensuring that they are the first ad viewers see. This prime placement is strategically designed to capture audience attention when engagement is at its highest, maximizing the impact of the ad.
Key Changes to First Position Ads:
1. Availability: With this expansion, First Position ads are now accessible for all YouTube content, not just limited to YouTube Select inventory. This opens up new opportunities for advertisers to target specific audiences across a wider range of content.
2. Pricing: Google has shifted from a fixed-rate CPM (cost per thousand impressions) to a dynamic pricing model through Display & Video 360. This dynamic pricing approach provides more flexibility for advertisers in managing their ad spend.
3. Targeting: The expanded availability of First Position ads allows advertisers to reach target audiences across a broader range of content, increasing the potential reach and impact of their campaigns.
Ad Formats & Placement:
First Position targeting is now available for both in-stream and Shorts ad formats, offering advertisers more options to reach their desired audience. It’s important to note that while in-stream line items targeting the first position are not guaranteed to serve in the first position of a user’s session on YouTube TV, this expansion still opens up new possibilities for connected TV advertising strategies.
Instant Reserve & Implementation:
Advertisers can take advantage of Instant Reserve, a feature within Display & Video 360, to quickly get a quote and reserve YouTube inventory without the need for lengthy negotiations. This aligns with the new dynamic pricing model, providing advertisers with more flexibility and efficiency in their ad purchasing process. Advertisers should ensure that YouTube videos used in First Position ads are set to “Public” or “Unlisted” visibility, as private videos cannot be used in these campaigns.
Reporting & Measurement:
To evaluate the performance of First Position ads, advertisers can utilize Basic report templates and YouTube-specific reports available in Display & Video 360. These tools offer detailed insights into ad performance across various metrics, helping advertisers optimize their campaigns for maximum impact.
Case Studies Provided:
Google has shared two case studies to showcase the effectiveness of First Position ads:
– Booking.com saw a 21% relative lift in ad recall during a holiday campaign.
– IHG Hotels & Resorts achieved twice the YouTube benchmark for ad recall and brand awareness by combining First Position ads with Content Takeovers.
Implications for Advertisers:
The expansion of First Position ads on YouTube may have several implications for advertisers, including:
– Flexible Budgeting: Dynamic pricing allows for more adaptable spending strategies, catering to the specific needs of advertisers.
– Expanded Reach: With First Position ads now available across all YouTube content, advertisers have the opportunity to engage with a wider audience and maximize their reach.
– Increased Competition: The wider availability of First Position ads may drive up costs for premium placements, requiring advertisers to strategize accordingly.
– Strategic Planning: Advertisers may need to be more selective in utilizing First Position ads to ensure they are maximizing their impact and ROI.
In conclusion, the expansion of First Position ads on YouTube through Display & Video 360 offers advertisers new opportunities to engage with their target audience and drive results. By leveraging the new features and capabilities, advertisers can enhance their campaigns and make the most of their advertising budget on the platform.