YouTube expands First Position ad targeting to all content in DV360

Google this week announced the expansion of First Position ad targeting on YouTube to all content types through Display & Video 360. This move broadens the availability of First Position ads beyond YouTube Select inventory, enabling advertisers to reach their target audiences when they are most engaged, regardless of the content they are watching.

First Position ensures that a brand's advertisement is the first in-stream ad seen by viewers during their YouTube session. Previously, this feature was only available for YouTube Select inventory and could be booked through Google Ads and Display & Video 360 at a fixed rate cost-per-mille (CPM). With this expansion, advertisers can now target First Position across all YouTube content at a dynamic rate through Display & Video 360.

According to Lori Buchanan, Global Product Lead for YouTube Select & Sponsorships, "Breaking through to your target audience is never easy. That's why First Position ensures your brand is the first in-stream ad seen by audiences when they are watching YouTube, at the times most relevant and impactful for the business."

The expanded availability of First Position targeting offers several benefits for advertisers:

1. Increased visibility: Brands can secure prime placement for their ads at the beginning of viewers' YouTube sessions.
2. Broader reach: Advertisers can now target First Position across all YouTube content, not just premium inventory.
3. Enhanced engagement: By reaching viewers when they are most attentive, brands can potentially increase ad recall and effectiveness.
4. Flexible pricing: The shift to dynamic pricing through Display & Video 360 allows for more adaptable campaign budgeting.

Case Studies

1. Booking.com

During the holiday travel season, Booking.com utilized First Position to amplify its highly-ranked Adblitz advertisement. This strategy aimed to deepen brand association and maintain top-of-mind awareness among consumers planning their vacations. The results were impressive:

• 21% relative lift in ad recall
• Performance exceeded their benchmark by more than 6%

1. IHG Hotels & Resorts

To maximize awareness among luxury travelers, IHG Hotels & Resorts combined two YouTube Sponsorships:

• Content Takeovers
• First Position

This approach guaranteed that IHG's brand was the first in-stream ad watched by their target audience viewing NFL and Formula 1 content. The campaign delivered:

• Unique reach beyond linear TV
• Lifts in ad recall and brand awareness at 2x the YouTube benchmark

Implementation

Advertisers interested in leveraging First Position targeting for their campaigns can now do so through Display & Video 360's Instant Reserve feature. The process involves several steps:

1. Navigate to Inventory > Marketplace in Display & Video 360.
2. Select YouTube from the list of publisher profiles.
3. Click "Get an instant quote" at the top or center of the page.
4. Add basic details about the deal, including advertiser, campaign, and ad format.
5. Select policy restrictions that apply to the advertiser.
6. Set targeting parameters, including YouTube Select lineups if desired.
7. Configure deal settings such as flight dates, budget, and device targeting.
8. Choose between in-stream or Shorts ad formats.
9. Select First Position targeting at the ad group level.
10. Review and accept the final quote to reserve the inventory.

Technical Specifications

• Ad Duration: First Position targeting is available for 15-second non-skippable in-stream ads and Shorts ads.
• Inventory Types: Applies to all YouTube content, including YouTube Select lineups.
• Pricing Model: Dynamic CPM through Display & Video 360's Instant Reserve feature.
• Minimum Campaign Duration: 24 hours
• Maximum Campaign Duration: 120 days (for deals without agreed or market rates)

Considerations

1. Creative Approval: Advertisers should allow at least 2 business days for creative approval to ensure timely campaign launches.
2. Audience Limitations: Custom intent, Customer Match, similar audiences, and remarketing lists are not available for First Position targeting.
3. Video Privacy: Targeted YouTube videos must be set to "Public" or "Unlisted" (not "Private").
4. Measurement: Third-party measurement support may be limited for Shorts ads.
5. YouTube TV: First Position is not guaranteed on YouTube TV inventory.

Industry Impact

The expansion of First Position targeting across all YouTube content represents a significant development in digital advertising. It provides brands with enhanced opportunities to capture viewer attention in an increasingly crowded media landscape. This move by Google also highlights the growing importance of video advertising and the need for innovative ad placement strategies.

As competition for consumer attention intensifies, features like First Position targeting may become increasingly valuable for advertisers seeking to maximize their impact on platforms like YouTube. However, the effectiveness of such strategies will likely depend on factors such as creative quality, audience targeting precision, and overall campaign integration.

Future Outlook

While this expansion offers new opportunities for advertisers, it may also lead to increased competition for prime ad placements on YouTube. This could potentially drive up costs for First Position targeting over time. Advertisers will need to carefully balance the benefits of increased visibility against the potentially higher costs associated with securing these premium placements.

As the digital advertising landscape continues to evolve, it will be interesting to observe how features like First Position targeting impact overall ad effectiveness and viewer experience on YouTube. Advertisers and marketers should closely monitor performance metrics and user feedback to optimize their strategies and ensure they are delivering value to both their brands and their target audiences.

Key Facts

• Announcement Date: September 12, 2024
• Feature: First Position ad targeting
• Platform: YouTube
• Availability: All YouTube content (previously limited to YouTube Select inventory)
• Booking Method: Display & Video 360 Instant Reserve
• Pricing: Dynamic CPM (previously fixed rate CPM)
• Ad Formats: 15-second non-skippable in-stream ads and Shorts ads
• Minimum Campaign Duration: 24 hours
• Maximum Campaign Duration: 120 days (for deals without agreed or market rates)