17 Jan YouTube changes for 2019
The YouTube changes for 2019 are here. Google has announced some changes that will affect YouTube marketers and advertisers.
YouTube is the platform for sharing videos with a wide audience. Google, YouTube’s owner, has announced some changes. A new call-to-action extension is now available for video ads.
Google has announced they are phasing out the old call-to-actions on end cards and replacing them with something new. If you use a long-format video to promote a business or brand, chances are you’ll have an end screen or tag that shows where someone can go online to learn more. These tags can also have links and buttons. Any brand that already has these set up for videos on their YouTube channel will need to go back and update them.
In a support post, Google announced:
Making videos interactive with features like end screens and a call-to-action helps viewers learn about your brand or service and take relevant actions. In an effort to simplify our interactivity features across video ad formats, we will sunset the YouTube call-to-action overlay in January 2019 and introduce a new call-to-action extension.
When your primary objective is driving conversions or clicks to your website, we recommend using TrueView for Action, our ad format that comes with built-in features such as a call-to-action that is displayed while your ad runs and after it ends. It’s a great example of how interactive elements can enhance viewer engagement and help you better achieve your marketing goals.
When you want to offer a call-to-action, but your primary objective is something other than clicks or conversions (such as awareness or consideration), we will offer a new call-to-action extension that can be applied to TrueView in-stream ads, and later, to bumper ads and TrueView video discovery ads.Source: Google
Brands that have YouTube channels may also have noticed a large decline in their number of followers over the past week. YouTube recently announced that they would be deleting a large number of spam accounts from the platform. This was no small pruning. YouTube warned channel owners a few days in advance to prevent alarm.
This purge shouldn’t affect metrics since spam subscribers don’t usually watch or engage with content on the platform other than to subscribe or like a video.
Learn more about interactive video ads