YouTube has confirmed the global launch of video view campaigns (VVC).
This new campaign type leverages AI to help advertisers target relevant audiences more efficiently and effectively by serving ads in the right place at the right time to drive interest and intent.
Why we care. Serving your ads to a more relevant audience optimizes campaign impact and efficiency, increasing engagement, leading to a better ROI. This approach ensures resources are used effectively and contributes to building stronger brand-consumer connections.
What is VVC? This campaign type leverages AI to strategically deliver the best-performing creatives to audiences more inclined to engage with the brand, helping to maximize views. VVCs combine a variety of formats to get the most out of a budget, including:
- Skippable in-stream ads.
- In-feed ads.
- Shorts ads.
VVCs help advertisers achieve 40% more views and 30% lower cost per view than in-stream skippable CPV campaigns on average, according to a Google study.
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What has Google said? Julia Karr, Global Product Expert, Video, YouTube, said in a statement:
- “Videos are one of the most impactful ways to tell a story, and VVC showcases your brand’s story across skippable in-stream, in-feed and Shorts ad formats.
- “Warner Brothers Korea used VVC to drive user engagement, maximise views and drive ticket sales for the release of their new film ‘Bones and All’. They found VVC to be an effective way to increase views and drive user engagement, with 33% more views and 36% lower cost when compared to TrueView in-stream alone.”
Deep dive. Read Google’s video views guide for more information.
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About the author
Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.
