YouTube launches new TrueView ad feature that could mean increased revenue for artists

YouTube is rolling out a new type of advertising form called TrueView for Reach and it could be a game changer for artists and bands.

Standard TrueView ads must be viewed for their entire duration (up to 30 seconds) to be counted as an official view, which is problematic for video posters if the user selects the skip option available after 5 seconds.

As HypeBot points out however, TrueView for Reach actually counts an ad as being viewed after that first five seconds passes.

The move comes after months of rallying by the music industry for YouTube to increase its payouts to artists using the service.

In a beta-test of YouTube for Reach over the past year, 90% of campaigns showed increased ad recall, and an average boost of around 20%.

YouTube has also changed the way the advertiser is charged with YouTube for Reach ads, with costs charged on a CPM (cost per thousand) basis, which means that the cost of a Reach ad is generally lower.

But with every view now guaranteed, artists could ultimately end up with more money in their pockets at the end of the day.