YouTube is currently testing video ads that allow brands to increase their interactions with viewers by boosting call-to-action messages.
The move would enable marketers to expand on current functionalities for TrueView in-stream adverts. These skippable ads allow viewers to also download promoted apps or content, or click through to another video by a brand.
For example, if a user searches for a review on a movie, s/he may now see a banner for showtimes for said movie in local theatres.
Among the first to test the latest addition are 20th Century Fox, Maybelline and Vodafone. The latter noted a 2.3x increase in ad recall and 3.5% higher click-through rate, marking a whopping 785% jump from benchmarks.
YouTube confirmed that the extensions would soon roll out to all advertisers.
Additionally, the Google-owned video sharing platform has announced a partnership with IRI, the market research company, to provide improved measurement options for consumer-packaged goods (CPG) marketers.
Although Oracle Data Cloud and Nielsen Catalina Solutions currently provide measurement options for YouTube videos, the addition of IRI ensures that CPG advertisers are receiving improved options.