September 2024 Google Ad Update – First Position Now available across YouTube in Display & Video 360

Granular analysis and first look

First Position is a powerful YouTube ad feature for PPC campaigns, ensuring a brand’s message is the first in-stream ad audiences see. With its expansion across all YouTube content, advertisers can now better time and target ads dynamically through Display & Video 360. This feature helps boost brand visibility and engagement at key moments, making it highly beneficial for brands during important launches or events.

In-depth Summary

• What it does:
  First Position ensures that a brand’s ad is the first seen by viewers on YouTube, optimizing visibility.
• Initial availability:
  Previously exclusive to YouTube Select inventory at a fixed CPM, now accessible across all YouTube content at dynamic rates through Display & Video 360.
• Why it matters:
  • Brands can ensure their ads appear in prime spots during critical moments such as launches or events.
  • Booking.com used First Position to increase ad recall by 21% during holiday travel promotions.
  • IHG Hotels & Resorts achieved twice the YouTube benchmark in brand awareness and ad recall by targeting luxury travelers during NFL & F1 content.
• How to get started:
  Advertisers interested in First Position can refer to the Help Center articles on Instant Reserve in Display & Video 360 and Reservations in Google Ads.