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YouTube Rolls Out New Ad Formats for Mobile-First Audiences

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David Gilmore
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YouTube has unveiled two new ad formats which it claims will help advertisers better engage with the video-sharing network’s audience that currently nears 2 billion registered viewers per month.

The new vertical video ad formats–available as both Universal App and TrueView campaigns on YouTube, or “home feed ads”—let advertisers target users based on their profile and behavioral activity with the creative then rendering based on the dimension of the device’s screen.

Speaking with Adweek on the sidelines of the Dmexco trade show in Cologne, Germany, YouTube’s chief product officer Neal Mohan explained that 70 percent of its “watch-time” is now generated by mobile users.

He further described how the “dramatic shifts” in user behavior has prompted the launch of the new advertising offering, adding that the home feed is where users are in “prime discovery mode.”

“It used to be that people would open up the app very quickly, get off the home feed and started watching a video.

But now the watch time that’s generated by recommendations on the home feed has grown 10X over the last three years,” added Mohan.

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