Youtube Ads News & Updates for February 2025

YouTube tests cost-per-hour masthead for targeted brand promotions

24 days ago

YouTube is testing a Cost-Per-Hour (CPH) Masthead ad option that allows brands to own its top ad space by the hour, giving advertisers 100% share of voice across all devices during key moments. This model enhances visibility for major launches and complements the existing CPM model. Advertisers can purchase specific hours for complete ownership of impressions, reflecting YouTube's recognition of the need for precise timing control in advertising.

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YouTube Unveils New Ad Formats and Tools to Boost Engagement and Creator Partnerships

3 months ago

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YouTube has announced updates to its advertising platform, introducing new formats and measurement tools while strengthening creator partnerships. These updates aim to help brands reach and engage audiences more effectively, including on YouTube Shorts. New ad formats and AI-powered video campaigns are designed to drive meaningful outcomes. YouTube is also enhancing its tools for managing creator partnerships and improving ad performance.

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IAS Expands Brand Safety and Suitability Reporting for Misinformation on YouTube

4 months ago

Display & Video 360 Youtube Ads

Integral Ad Science (IAS) expands its AI-driven Total Media Quality product on YouTube to include brand safety and suitability measurement for misinformation. Advertisers can now access IAS’s misinformation reporting on YouTube, enabling verification of digital media investments. IAS’s product suite provides third-party assurance for brand safety and suitability, complementing YouTube’s policies.

YouTube Starts Showing Ads When You Pause Videos on TV

5 months ago

Youtube Ads

YouTube is introducing a new ad format on TVs that displays ads when a video is paused. Initially announced in May 2024, this feature is now appearing for some users. The paused video shrinks to a smaller block with the ad on the right side, featuring a "dismiss" button and an information button. Currently, Dunkin’ Donuts is the only advertiser observed. YouTube is also developing longer unskippable ads and advertiser-branded QR codes.

YouTube Expands "First Position" Ad Format Across All Content in Display & Video 360

5 months ago

Display & Video 360 Youtube Ads

First Position ensures your brand is the first in-stream ad seen by audiences on YouTube, now available across all YouTube content via Display & Video 360. Previously limited to YouTube Select inventory, it now offers dynamic rate targeting. This feature helps brands appear during critical moments, enhancing ad recall and brand awareness. Examples include Booking.com and IHG Hotels & Resorts, achieving significant lifts in ad recall and brand awareness.

YouTube Studio Adds Website Visits Goal to Video Promotions

5 months ago

Youtube Ads

YouTube will introduce a "website visits" goal for video promotions on September 5, 2024, allowing creators to drive traffic to external websites. The setup requires basic inputs like country and language targeting. Promoted videos can appear as Shorts, in-feed, and skippable in-stream ads. Creators can track promotion performance in YouTube Studio, and videos will be marked as "Sponsored." This update helps creators convert video views to website traffic, boosting off-platform engagement.

Google Ads Launches Unified Masthead Format Requirements Page

5 months ago

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Google is updating its masthead ad documentation with a new help center page launching on October 3, 2024. This page will consolidate requirements for YouTube and Google TV masthead ads, though no policy changes are being made. Advertisers can preview the page before its launch. Ads must meet the outlined requirements to be eligible. The page will support multiple languages, with English as the official version for policy enforcement.

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Google Ads to Transition Video Action Campaigns to Demand Gen Campaigns

5 months ago

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Google announced that Video Action Campaigns (VAC) will transition to Demand Gen campaigns in 2025 to enhance multi-format advertising. Advertisers using Demand Gen saw 20% more conversions at the same cost per action. Features include expanded reach, tailored storytelling, and relevant audiences. Migration tools will be available, and VAC creation will cease in March 2025. DoorDash saw a 15x higher conversion rate using Demand Gen.

Google Launches BrandConnect Partnership Ads for YouTube Creators

5 months ago

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Google introduces Partnership Ads powered by BrandConnect, allowing advertisers to use YouTube creator videos in ad campaigns to achieve marketing goals. These ads offer authenticity, reach new audiences, and provide diverse content. Supported across all Google Ads campaigns, they require linking creator videos to Google Ads accounts. Performance can be measured using standard Google Ads reporting and Lift measurement capabilities.

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