How clicking on a TrueView video discovery ad thumbnail can lead to different results for the viewer? Depending on what the advertiser has chosen to target, viewers could be taken to a landing page with more information about the product or service being advertised, or they could be taken directly to the video itself.
One of the things about TrueView ads is that they take people directly to the video, but advertisers have a few different ways to control where viewers end up. In this article, we’ll go over what these options are and how they can be used.
Here’s how YouTube describes their Trueview ad product: “With TrueView video ads, viewers only pay when they choose to watch your video ad. And with mobile in-stream and desktop in-search ads, you get paid whenever someone chooses to engage with your ad.”
The most basic of these options is the click-to-play option. With this option, YouTube will take you directly to the video once you click on the thumbnail. If you don’t do anything after clicking, though, and just watch the ad as it plays through to completion, you’ll still be taken to the video once the ad ends.
If you click-to-play but then skip past the first 5 seconds of the ad (by default), YouTube will take you to a landing page with more information about the product or service being advertised. YouTube claims that people browsing for recommendations on what to watch often skip past ads, so by requiring viewers to see at least some of your video (even if it’s just 5 seconds) before taking them to another page, they’re not showing favoritism toward advertisers with shorter videos.
The Trueview dynamic stream is another option that YouTube offers. With this option, “the ad plays to the end regardless of whether the viewer watches it”. That basically means that if someone skips past 5 seconds into an ad, they can still be taken to a landing page after the video ends. This is determined by the advertiser themselves when setting up their targeting options for their ads, so you could set up your ads so that anyone who skips after 5 seconds lands on your landing page while everyone else automatically gets taken to the video itself. The downside to using the dynamic stream is that advertisers don’t get paid until people fully watch through their video – so only use this option if you’re confident in how engaging your videos are likely to be.
Finally, YouTube’s Auto-Play option allows you to have your TrueView ads play automatically on partner sites – essentially using their player on third-party sites so that people don’t have to click on the video thumbnail before it starts playing for them. This can help with views and engagement, but it has a couple of downsides: first of all, advertisers are only charged when someone watches 30 seconds or more of their ad (if they watch five seconds or less then they’re not considered as having engaged with the ad at all). Secondly, it means that there’s no “skip” button until 30 seconds into the video. So if you’re advertising something where one of your selling points is being able to skip around within the video, you might not want to use this option.
TrueView ads take people directly to the video when they click on the thumbnail. If someone doesn’t watch your ad all the way through or skips the first 5 seconds of your ad, then it takes them to a landing page instead where they can get more information about what you’re advertising. And if you’ve set up Auto-play for your videos after setting up targeting options, then viewers will start playing your ads automatically while browsing other sites – but remember that there’s no “skip” button until 30 seconds into the video, and advertisers only get paid once viewers have watched 30 seconds or more of their ad.