The Missing Link Log another demerit for YouTube transparency. Four buyers say their post-campaign reports for YouTube Select are riddled with broken links, Adweek reports. Google introduced YouTube Select in 2020 as a way for buyers to purchase premium YouTube inventory, including top-performing channels and YouTube TV. YouTube sends buyers post-campaign reports with links they […]
Integral Ad Science (IAS) beat its earnings and revenue estimates for the second quarter despite belt-tightening among advertisers and fallout from the recent TrueView scandal.
YouTube on Monday released a CPM-based pricing model for its skippable video format called TrueView for reach. Read the blog post. This pricing model optimizes not for viewability but for on-target reach – similar to YouTube’s six-second bumper ad format. Previously, TrueView ads were transacted on cost per view, with YouTube charging advertisers once consumers […]
Like many companies, outdoor lifestyle brand Columbia Sportswear was no stranger to using 15- and 30-second YouTube videos as a complement to TV. Because consumers weren’t necessarily going to YouTube for “conversion-based” content like product reviews, Columbia experimented with 360-degree video to make its content more immersive. Columbia sent its production crew out with US […]
Google’s programmatic video revenues are growing fast, thanks in part to its decision to turn on exchange-based monetization of YouTube’s TrueView ad formats. Just how fast they’re growing can be seen in figures obtained by AdExchanger as well as in data released by Google directly. Google claims programmatic buying on YouTube via its demand-side platform, […]
Google debuted a number of shopping and travel ad products on Tuesday, including dynamic price alerts for flights based on Google search queries. But first, YouTube. When Google rolled out TrueView for shopping last spring on YouTube, it claimed the units generated three times the revenue of standard TrueView video ads – and the volume […]
While big video platforms such as YouTube and Facebook provide unparalleled reach and targetability, marketers aren’t completely sold on the insularity of these environments – or their ability to augment data beyond the platforms’ own four walls. Pixability, which originated as a tool for agencies and marketers to assess high-value YouTube channels and audiences, wants […]
The writing was on the wall. Google revealed late Thursday it will no longer sell YouTube inventory through the DoubleClick Ad Exchange (AdX). Neal Mohan, VP of video and display advertising at Google, said in a blog post that the tech giant is yanking YouTube inventory from AdX to focus its development efforts on “the formats […]
Visa wants merchants and consumers to know it’s everywhere they want to be. And, increasingly, everywhere means mobile. The brand is committing more than 50% of its US media budget to digital, including social and mobile, said the company’s SVP and head of North America marketing, Lara Balazs. Last year, it invested 30-40% or more […]
Just over half (54%) of all video ads across the web are viewable compared to YouTube’s 91% average viewability rate, according to a Google report released Friday. It’s not surprising Google is releasing video viewability figures, given its investment in TrueView formats for brand advertisers, which are sold on a cost-per-view basis. Google claims it […]
