Ads are a big part of Google and also YouTube's business model. As far as Alphabet goes, nearly 95% of their revenue is made through ads. So it's not a huge surprise to see that YouTube is working on a way to get users to create more actions on ads and such on their website. And that's where TrueView for Action comes in. In a blog post detailing the news, YouTube mentions that about 47% of the adults in the US between the ages of 18 and 54, use YouTube at least once a month to help them make a decision of whether to buy a product or not. That's nearly 70 million people.
This is a way for brands to find and connect with customers. YouTube has evolved TrueView over the years, to change the way that video delivers for marketers. TrueView for app promotion has delivered over 3 billion app installs – that's up from the 2 billion announced at Google I/O in May. TrueView for shopping has also made it easy for brands to get downloads and purchases directly from YouTube. Now the team has been looking at other conversions, like booking a hotel, signing up for a newsletter or even scheduling a test drive. Which is where TrueView for Action comes in.
TrueView for Action will make your video ad even more actionable than before. It will display a tailored call-to-action button during and after the video. This button can be changed for your use-case. Using words like "Sign Up", or "Book Now" to get users attentions. TrueView for Action is shown on top of the video, so you can still have your amazing video advertisement, just add a call-to-action button on top of it and watch the conversions fly in. YouTube mentions that this is great for moving customers along the path to purchase something, or setting up an appointment.
This is all part of YouTube, and on a larger scale, Alphabet, moving to a mobile first world. These days the majority of video views on YouTube is actually done on a mobile device. So adapting ads to that mobile device is important, especially if YouTube wants to continue growing.