Discovery ads youtube, or TrueView ads as they are also known, are a way for businesses to capture their audiences at key moments of discovery. They appear pinned at the top of relevant search results pages on YouTube desktop and mobile, above other videos on the YouTube watch page, or in the Google Display Network. The ad invites people to click to watch and advertisers are charged only when someone watches the video.

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They work well for a range of objectives, from building brand awareness to driving consideration and action. The key to success is in making sure that your message resonates at the right moment for the person viewing it, and that the creative assets are eye-catching enough to prompt a click.

For example, the Hammonds ad below is well-positioned for those in the market for new windows and doors, as the product is clearly highlighted in the high-quality landscape image, and there’s a clear call to action in the headline. The ad copy also includes a TrustPilot review and an offer to receive a free survey, helping to further increase the chances of conversion.

As the online marketplace continues to evolve, consumers are shifting towards more impulsive purchases, where they’re often conducting early-stage product searches on Google properties such as Gmail home feeds and the YouTube homepage and in-video. YouTube Discovery ads are a great way to get your message in front of these users and deliver highly effective results at scale.