In January 2017, Google announced it would make changes to AdWords to allow advertisers to reach more viewers on YouTube -- especially across mobile devices, where 50% of YouTube views take place.
Among the changes, it rolled out, possibly the biggest announcement was that advertisers will soon be able to target viewers based on their Google search history, in addition to their viewing behaviors YouTube was already targeting.
Marketers can now target ads at people who recently searched for a certain product or service to target the video ads they’ll be served on the platform.
If the content of a video ad is closely related to a search the viewer has been researching, they might be more likely to watch the entire ad or click through the ad to the website.
3 Types of YouTube Video Ads
TrueView ads are the standard video ad type on YouTube. Advertisers only pay for TrueView ads when viewers watch or interact with their ad (for example, by clicking on a call-to-action), and videos can be easily customized to share a variety of content.
Some in-stream ads are non-skippable and can play before, mid-roll, or after the main video. These are called Preroll ads, and they can be 15 to 20 seconds in duration.
Bumpers are the third and shortest type of YouTube video ad available to you. At just six seconds per bumper, these ad spots play before a viewer's chosen video.