Google unveiled two features designed to improve direct response ad performance on YouTube:
1. Extension of custom intent audiences allows advertisers to reach people on YouTube who have recently searched particular keywords on Google.
2. TrueView for Action Ads work best with custom intent audiences, designed to meet direct response objectives. Advertisers can customize the call-to-action that appears along their video ads on YouTube. Like all TrueView in-stream ads, TrueView for Action ads can be skipped after 5 seconds and automatically set with target CPA bidding.
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Source: Marketing Land