YouTube ouvre les enchères pour les publicités non désactivables de 30 secondes

Previously reserved for premium reservation-based campagnes, de 30 secondes non désactivables publicité videos are now entering YouTube Ads’ standard auctions. This test, currently in closed beta, marks a significativement strategic shift in YouTube’s publicité offering, which appears to be moving towards greater alignment between its programmatic solutions and its premium inventory.

un nouveau long-form, high-impact format now available without reservation

YouTube has historically offered several in-stream publicité formats:

• Bumper publicités (6 seconds, cannot be disabled),
• 15-second publicité that cannot be disabled,
• publicité can be disabled after 5 seconds.

The de 30 secondes non désactivables format, previously only available through YouTube Reserve (direct purchase of premium inventory), is now being tested on programmatic campagnes via Google Ads. This development lowers the barriers to entry for annonceurs while permettant them to benefit from maximum visibility without prior commitment.

Broadcast on connected TVs and advanced targeting via Google Ads

The de 30 secondes videos are embedded:

• en plus to other short formats,
• On premium placements, particularly content with high viewership or broadcast on connected TVs — an increasingly strategic screen for reaching attentive audiences in an immersive context.

annonceurs also retain access to the full power of Google Ads targeting:

• mots-clés,
• Custom audiences,
• Demographics,
• Purchase intentions, etc.

The combination of a long, non désactivables format with these targeting capabilities opens up opportunities for more ambitious and better controlled publicité storytelling.

 quelles sont les benefits for annonceurs?

The arrival of this format in programmatic publicité opens up new opportunities for brands:

• Full control over the message: the video is viewed in its entirety, with no option to skip it.
• Simplified access to premium inventory, with no prior commitment.
• Performance optimisation through Google auctions and machine learning.

« The 15-second non désactivables publicités have always been my favourite because they make an impact without being too intrusive. I think users will watch a de 30 secondes publicités. »
— Anthony Higman, CEO of ADSQUIRE

Points clés:

• Google is teste de 30 secondes non désactivables publicité in open auctions on YouTube.
• This format was previously reserved for YouTube Reserve campagnes.
• It is particularly aimed at brands looking for a long-form, immersive and impactful format, broadcast in a high-quality setting.
• If the test proves successful, a global rollout could follow in the coming months.

Would you like assistance in improving your YouTube Shorts campagnes? Please do not hesitate to contact our Display & Programmatic agency.