YouTube has introduced a new skippable short-form ad format. Called TrueView for Reach, it is based on the success of the 6-second bumper ads.

TrueView for Reach takes the popular in-stream format and adds the simplicity of CPM buying.

According to YouTube video ad Product Managers Ali Miller and Khushbu Rathis:

“Optimized for efficient reach, this format can help you to raise awareness among a broad set of customers — and do so within our 95% viewable and 95% audible environment. In beta testing 84 TrueView for reach campaigns, 9 out of 10 drove a significant lift in Ad Recall, with an average lift of nearly 20%. “

It will be interesting to see what brand lift you get from this format. Let me know if you are adding this to your arsenal.