Updated December 19, 2016

For updated information on AdWords for Video, please see our blog post AdWords for Video and YouTube: Is It Right for Retailers?

YouTube has launched a new ad format out of beta: TrueView Video Ads. The basic concept is that the user has a choice whether or not to continue watching the ad. The advertisers only pays when the user watches at least 30 seconds of the ad (or to completion, whichever comes first).

This new format is referred to as a TrueView in-stream ad. Long-form YouTube videos are eligible for the TrueView in-slate ad format. With in-slate, the user is given a choice to either watch a longer commercial video ad before the primary video begins, or see regular commercial breaks during the video.

According to Google’s onesheet on TrueView (pdf), in-stream ad viewers choose to watch an ad 15-45% of the time. Some advertisers have seen 3-4x higher CTR’s with TrueView than with other video ad formats.

YouTube Promoted Video Ads are being renamed “TrueView in-search” and “TrueView in-display” depending on where they show.

Such a shift in video ad delivery is sure to start affecting how video ads are composed. Advertisers need to front-end-load the “interesting” parts to entice the viewer to watch. Also, given that you only pay when someone chooses to watch the video, the proportion viewers from your ideal target audience will be higher.