YouTube is hoping to increase viewer interaction on its skippable video ads with the introduction of cards to TrueView in-stream ads.
The cards an extension of what YouTube introduced for videos last month, will give brands the option of including additional calls to action and display as an overlay on the right side of the ads on desktop (shown above) and eventually connected TVs. On mobile, the cards appear below the ads as shown here.
Advertisers can use the cards to promote other videos and playlists and will soon be able to link straight to their websites. The company says specialized cards for specific use cases — in the vein of TrueView ads for app promotions — will roll out throughout the year.
TrueView advertisers have only been charged when viewers choose not to skip an ad, now they will pay when users click on a card “or other elements of your in-stream creative”. However, advertisers won’t be double-charged if a viewer both clicks a card and views an ad. This change goes into effect in May.
YouTube is also changing the way clicks are counted. Currently, when users click anywhere on the player, a click is registered. Now just clicks on cards or calls-to-action, the video header, companion banner or a link at the bottom of the player will count as a click.
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