Google’s video platform, YouTube recently launched a new ad format for advertisers to maximise their reach with shorter ads. According to an announcement made, YouTube introduced reached based pricing for skippable ads called as ‘TrueView for reach’.

The new format will allow advertisers to buy spots that users can skip after 5 seconds in a cost-effective reach. With the standard TrueView in-stream ads, the advertiser is charged only when the user watches at least 30 seconds or to the end of the spot, or they take an action on the card or the other elements of the in-stream creative.

The new format introduced is priced on a cost per thousand views (CPM), which gives advertisers the benefit of building bumper like ads, while still allowing the ads to be skipped after 5 seconds like all TrueView Ads, leading to increase in awareness among a broad set of customers.

“TrueView for reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying. 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” says YouTube.

TrueView for reach is a critical ad format, but it isn’t the only option for the advertisers, YouTube also introduced TrueView for Action, as a new solution designed to customise a call to action or other marketing actions.