TruView / Advertising

TrueView is a video advertising format developed by YouTube and Google Ads that allows viewers to choose whether or not to watch an ad. Advertisers only pay when a user watches the video for a defined duration or takes an action such as clicking on a call-to-action overlay, card or companion banner. TrueView is designed to give users more control over their ad experience while offering brands a more efficient way to reach engaged viewers.

There are two main types of TrueView ads. In-stream ads play before, during or after a YouTube video and give viewers the option to skip after five seconds. Advertisers are charged only when someone watches at least 30 seconds, views the entire video (if shorter than 30 seconds) or engages with the ad. Discovery ads appear in YouTube search results, on the homepage or in related video sections. These ads blend into the viewing environment and encourage users to click and watch voluntarily.

TrueView helps advertisers reach the right audience without wasting impressions on viewers who are not interested. Because payment is based on engagement rather than impressions alone, it tends to deliver higher return on investment and better audience insights. Marketers can also target their TrueView campaigns using detailed filters such as demographics, interests, keywords or remarketing lists. For nonprofits, B2B brands or cause-based campaigns, TrueView offers a cost-effective way to tell stories, raise awareness or drive action through video content that reaches people when they are most open to discovery.