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- Paid Media News & Opinion #131
Paid Media News & Opinion #131
🔎 30-second non-skippable YouTube ads for more advertisers 🔎 Microsoft Ads rolls out reporting, auction, and import updates 🔎 Google adds QR code overlays on CTV for YouTube Ads
This week’s highlights:
🔎 30-second non-skippable YouTube ads for more advertisers
🔎 Microsoft Ads rolls out reporting, auction, and import updates
🔎 Google adds QR code overlays on CTV for YouTube Ads
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30-second non-skippable YouTube ads for more advertisers
> What’s happening
Google is testing opening up 30s non-skippable ads for CTV as an option for standard video campaigns. The placement is already available via premium YouTube Reservation buys but now they may be coming to everyone on video campaigns.
Under ad format options in campaign setup for the non-skippable video campaign sub-type, advertisers will be able to select ‘30 seconds (CTV)’, offering the chance for any brand to slot their ad into these high-quality placements. The usual targeting options will be available.
The feature is in beta and no dates or official documentation have shared when or if this will become widely available.
> Why we care
This format is very similar to what audiences already experience on a wide variety of OTT streaming platforms, such as Netflix (with ads) and Disney+, offering a high-quality placement for virtually any brand. However, viewers will no doubt reel at this news so it’s important that advertisers consider ad fatigue and frequency capping if using this feature.
Recent data puts YouTube as the largest streaming platform and many viewers now enjoy content on the big screen; advertisers have a fantastic opportunity to promote brands in a high-viewability and high-audibility environment through impactful video.
We recommend trying a CTV-only campaign for YouTube due to their strong view rates and highly competitive CPM, typically 5-6x lower than programmatic CTV inventory.
Microsoft Ads rolls out reporting, auction, and import updates
> What’s happening
Microsoft has announced several updates designed to give advertisers more control, flexibility, and efficiency across campaign management and reporting in it’s advertising platform.
New reporting experience: The redesigned reporting homepage now provides quicker access to key reports and recommended templates, helping advertisers stay on top of performance with less effort. The new Custom Report Builder lets users choose from a wide range of metrics, apply filters, break down data (e.g., by device or audience), and easily save or schedule reports.
Auction dynamics update: As of May, when both Performance Max and Standard Shopping campaigns exist in the same account targeting the same products, auction prioritization is no longer automatic. Instead, campaigns will compete based on Ad Rank, just like other campaign types, providing more flexibility and simplifying testing.
Performance Max enhancements: New capabilities include support for scripts, automated rules, asset group copy-pasting, and a pilot of new customer acquisition goals launching in June.
Improved import and quick fix tools: Advertisers using Google Import or Meta Import can now bring in the first image of carousel ads as native Audience ads on Microsoft. From June, import issues will come with recommendations for quick fixes, making it easier to resolve problems.
> Why we care
The refreshed reporting tools help advertisers analyse performance data faster and with more precision, enabling quicker, better-informed decisions. Custom reports reduce reliance on manual data pulls and repetitive setup work.
The auction dynamics change allows advertisers to manage overlapping campaigns more effectively without unnecessary complexity. Instead of being locked into Performance Max taking priority, the highest Ad Rank wins, creating opportunities to test strategies and allocate budgets with greater precision. Something which has been in place in Google’s ecosystem for some time.
New features in Performance Max, such as automated rules and conversion diagnostics, make it easier to manage campaigns efficiently while improving conversion rates and ROI.
The enhanced import tools save time and ensure greater consistency across Google, Meta, and Microsoft campaigns, helping brands maintain quality and performance while reducing manual setup.
These updates show Microsoft’s ongoing commitment to providing advertisers with greater tools and more control, but highlights the rate of change and development within Google being much quicker with some features having already been active there for some time.
Google adds QR code overlays on CTV for YouTube Ads
> What’s happening
Google has introduced a QR code overlay option for YouTube ads on Connected TVs, allowing advertisers to drive direct engagement from viewers by linking to mobile devices. The feature can be enabled with a single checkbox in Google Ads and supports use cases like lead generation, e-commerce, and app installs.
> Why we care
YouTube and Connected TV has seen significant growth and investment in paid media over the last couple of years. It’s an extremely cost effective way to reach you audience in a placement that now accounts for over 1bn hours watched daily across the globe.
An ever increasing number of users now choose to watch YouTube on TV - the latest reports suggest it’s close to 50% of all YouTube watch time. It’s smart therefore to include an option that makes it even easier for the viewer to take an action off the back of an ad, and QR codes are the perfect partner for this.