Google has announced the expansion of its First Position ad offering on YouTube, making it available across all content types through Display & Video 360.
This marks a change from the previous limitation of First Position ads to YouTube Select inventory.
What Are First Position Ads?
First Position ads are in-stream advertisements that appear at the beginning of YouTube videos, ensuring they are the first ad viewers see.
This placement is designed to capture audience attention when engagement is at its highest.
Key Changes to First Position:
Availability: Now accessible for all YouTube content, not just YouTube Select inventory
Pricing: Shifted from a fixed-rate CPM to a dynamic pricing model through Display & Video 360
Targeting: Allows advertisers to reach target audiences across a broader range of content
This feature is now available in all markets where First Position ads were previously offered.
Ad Formats & Placement
First Position targeting is available for both in-stream and Shorts ad formats, expanding the potential reach of these ads.
However, it’s worth noting that 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 may affect strategies for connected TV advertising.
Instant Reserve & Implementation
Advertisers can use Instant Reserve, a Display & Video 360 feature, to get a quote and reserve YouTube inventory immediately without negotiations.