YouTube's pay for engagement ad model, TrueView, is now available to target mobile devices via AdWords. Currently TrueView ads only work on Android devices but Google has plans to roll this feature out to all mobile devices in the coming weeks. As with the desktop version of TrueView, users can now choose to skip the pre-roll video ad and advertisers only pay if users watch the entire ad or the first 30 seconds (whichever is the shortest).
"Bringing TrueView video ads to mobile devices will make it easier to create and manage multi-screen campaigns and will give you additional reach," noted the Google Mobile Ads Blog.
"You can customize your ad campaigns so they reach a broad audience, or focus on a niche group, depending on your marketing goals," wrote Phil Farhi, group product manager of YouTube, in an email sent to ClickZ. "Launching a new movie trailer, for example, would have broad appeal, and you can run your video ad across multiple content categories with a very broad reach," he noted.
"If you're a beauty brand, on the other hand, you can focus your ads on style and fashion video content on YouTube, and not waste spend reaching people who are not interested in your message."
Last year Google and Nielsen partnered to study the impact of multi-screen advertising and found that audiences exposed to ads across TV, Phone, PC and tablet demonstrated higher brand recall and engagement than those who just saw the on TV.
Regarding the results of the study Google reported in a blog post:
"The results clearly demonstrated the impact that multi-screen advertising has on branding. In the group that was exposed to TV ads alone, 50% of people correctly attributed the ad to Volvo. For groups that saw the ad across all screens -- TV, PC, smartphone and tablet -- the brand recall jumps dramatically to 74%. Similarly, only 22% of the group that was exposed to just the TV ad correctly recalled that the ad was for a 4-door sedan versus 39% of the group that saw the ad across all screens."