Google says that new attribution will better replicate the role of videotape in the customer journey, but it also changes the way advertisers are charged for views.
YouTube announced it is altering the attribution criteria for Trueview for action ads are designed for performance advertisers and feature call-to-action banners at the base of the video ads.
What is true view ad?
TrueView is a YouTube video ad format that gives the viewer choices, the most common of which is the capability to skip the advertisement after five seconds.
Major key attribution that is changing:
- YouTube will now calculate an ‘Engagement’ at any time a user clicks or watch 10 seconds or more of a True View for action ad when using maximize conversions or target CPA bidding. That’s a change from 30 seconds.
- A ‘Conversion’ will be counted, by default, when a user takes action on an ad within 3 days of an ‘Engagement.’ If you want this altered, you will have to ask your Google rep to customize this time structure. That’s a change from 30 days.
- Users who click the ad, YouTube will still attribute conversions according to the conversion window you have set (the default is 30 days).
Why the change?
Youtube says that it is modifying the default attribution window from 30 sec and 30 days to 10 sec and 3 days to better reflect “the relationship between video ad publicity and conversions.”
Nicky Rettke, YouTube group product manager, wrote: “We conducted large-scale experiments to analyze the incremental conversion volume driven by TrueView for action ads across a broad range of advertiser industries and conversion types.”
What does it mean for advertisers?
The shorter engagement-to-conversion window will mean faster ramp-up times for target CPA campaigns and more current reporting, says Google.
However, advertisers are charged on an engagement basis for TrueView ads. significantly, this change also means advertisers will be charged after a visitor watches 10 seconds rather than 30 seconds of your ad. Advertisers will need to monitor their TrueView for action campaigns closely to understand the impact of this change on their budget and performance.