YouTube Now Considers ‘Engagement’ For The Platform’s Action Ads At 10 Seconds Not 30
News recently emerged that YouTube will be changing the attribution criteria for TrueView for action videos ads. TrueView for action ads are designed for performance advertisers and feature call-to-action banners at the base of the video ads.
The 2 key attribution points set to change
- An ‘engagement’ will not count whenever a user clicks or watches 10 seconds or more of a TrueView for action ad when using target CPA bidding and maximise conversions, a departure from the 30 seconds that it was prior to now.
- A ‘conversion’ will be counted when a user takes action on an ad within 3 days of an ‘engagement’. Should you wish for this to change you will need to ask you Google rep to customise this time frame – this is a big change from the 30 days it was prior.
Why is YouTube making these changes?
YouTube made a statement about why they were changing the default attribution window from 30 seconds and 30 days to 10 seconds and 3 days, saying it was to better reflect ‘the relationship between video ad exposure and conversions’. But what will this mean for advertisers?
The reduced engagement-to-conversion window will mean more current reporting and faster ramp up times for target CPA campaigns, according to Google themselves. Advertisers will need to keep a close eye on their TrueView for action campaigns to understand the impact of this change on their budgets and performance.
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