This aligns with the new dynamic pricing model, offering more flexibility in ad purchasing.
For implementation, advertisers should note that YouTube videos used in First Position ads must be set to “Public” or “Unlisted” visibility. Private videos cannot be used in these campaigns.
Reporting & Measurement
To assess the performance of First Position ads, advertisers can utilize Basic report templates and YouTube-specific reports available in Display & Video 360.
These tools allow for detailed analysis of ad performance across various metrics.
Case Studies Provided
Google cited two examples in its announcement:
Booking.com reportedly saw a 21% relative lift in ad recall during a holiday campaign.
IHG Hotels & Resorts claimed to achieve twice the YouTube benchmark for ad recall and brand awareness when combining First Position ads with Content Takeovers.
Context
The move may affect how brands allocate their video advertising budgets and could impact competition for prime ad placements on YouTube.
Here are the potential implications of these changes for advertisers:
Flexible Budgeting: Dynamic pricing allows for more adaptable spending strategies.
Expanded Reach: First Position ads are now available across all YouTube content, not just Select inventory.
Increased Competition: Wider availability may drive up costs for premium placements.
Strategic Planning: Advertisers may need to be more selective about using First Position ads.
Advertisers interested in leveraging First Position ads should consult Google’s Help Center for information on Instant Reserve in Display & Video 360 and Reservations in Google Ads to understand the implementation process and best practices.
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