YouTube has expanded its "First Position" ad format, making it available across all content types on the platform via Display & Video 360. Previously limited to YouTube Select inventory and booked at a fixed CPM rate, advertisers can now dynamically target the "First Position" ad placement to ensure their brand is the first in-stream ad seen by audiences.
What Is the "First Position" Ad Format?
The "First Position" ad format is designed to help brands maximize visibility and impact by ensuring they are the first ad viewers see when they start watching YouTube videos. This placement can be crucial during high-impact moments, such as product launches, trailer releases, or major cultural events.
Expanded Availability of "First Position"
YouTube's decision to expand "First Position" availability across all content allows advertisers to target audiences more effectively, regardless of the content type. The dynamic rate through Display & Video 360 provides more flexibility and control over ad campaigns, ensuring brands reach viewers when they are most engaged.
Brands have already seen significant benefits from the "First Position" format. For example, Booking.com utilized "First Position" during the holiday travel surge, leading to a 21% relative lift in ad recall—more than 6% above their benchmark.
Similarly, IHG Hotels & Resorts used "First Position" combined with YouTube Sponsorships during NFL and F1 content to boost ad recall and brand awareness, achieving twice the YouTube benchmark for both metrics.
Why Use "First Position" for Your Brand?
"First Position" is an excellent option for brands looking to make an immediate impact with their target audience. By appearing as the first ad, brands can enhance awareness, drive engagement, and ensure they are top-of-mind during critical moments.
For advertisers looking to break through the noise and reach their target audience effectively, "First Position" is now available across all YouTube content. This expanded capability is available in any market where "First Position" is supported, offering new opportunities for brands to connect with viewers in impactful ways.
