Google has announced a new YouTube TrueView ad format that allows advertisers to include call-to-action buttons during and after their video ads.
Depending on the video, a custom call-to-action button might, for instance, suggest viewers “Book Now”, “Sign Up”, “Get a Quote” or, as in the example above, “Learn More”.
In allowing advertisers to display a tailored call-to-action during and after their videos, Google hopes to make it easier for consumers to move from consideration to purchase.
Why should you care?
In a blog post, Google’s Sridhar Ramaswamy, SVP, Ads and Commerce, described the new ad format as “especially advantageous for brands that offer products or services with high consideration, like financial services, automotive, or travel”.
The new format is still in testing, with gradual rollout globally. If you’re interested, let us know, and we’ll apply to get your AdWords account included in the beta.
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Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he develops search strategies for SureFire clients and helps them make sense of their website data.
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