Google are responding to the meteoric rise in Facebook’s video ad offerings.
In the last 12 months, we’ve witnessed the contest for paid social supremacy between Facebook’s native video ads, and the TrueView YouTube ads from Google.
Reports suggest that, as recently as June, Facebook has enjoyed 1.4 billion monthly active users, to Google’s 1.3 billion.
TrueView ads are the videos that appear before, during and after YouTube videos, as well as in the right-hand column as promoted content.
Facebook’s native video service has exploded. In 2015, there have been two trillion Facebook video views, compared to three trillion for Google.
Facebook has even begun to offer suggest videos in users feeds to increase views.
So How Are Google Fighting Back?
TrueView, Google’s video ad product, has always been considered more difficult to manage than other AdWords campaigns.
Until now, YouTube TrueView campaigns have been hidden away in a section of their own, “All Video Campaigns”.
However, Google have just announced that they will be integrating video campaigns into the main AdWords Interface.
Now, advertisers can find their video campaigns right next to their search and display campaigns.
For audiences, there won’t be any change to how the ads they’re served appear. For marketers, though, this means that their efforts will be more efficient.
The train of thought is that making TrueView easier to use will increase adoption rates, which will (in theory) lead to more TrueView ads in general.
The Pros and Cons of TrueView
While Facebook’s larger audience and incredibly detailed audience data means targeting specific content to relevant audiences has never been easier, there is a lot to be said for TrueView video campaigns.
Namely, the difference in what is defined as a “view”. If you’re paying on a cost-per-view basis, it’s interesting to know that Facebook defines a view as a mere three seconds.
Google, on the other hand, will only charge for a view if the user watches for 30 seconds or to the end of the video (whichever is shorter).
In other words, advertising with TrueView campaigns means you’re only charged for the times someone really watches your ad, not just when it makes impressions on a news feed.
Another reason YouTube might be a more effective platform to serve video ads is its purpose – people go to YouTube to watch video, so will potentially be more receptive to video ad content. They’re also likelier to retain information.
Over To You
What do you think? How will TrueViews easier management affect your video ad strategies?