According to reports, YouTube is testing a new Instant Reserve tool that allows advertisers in different industries to reserve their ad space ahead of time.
Last month, Google launched a beta of its Instant Reserve tool, allowing advertisers in politics, FMCG, media and entertainment, and food and beverage industries to reserve their ad space on YouTube 120 days in advance with no minimum spend.
The tool is currently being tested globally, allowing advertisers to book their campaigns in advance using forecasted reach and a fixed budget.
YouTube’s Instant Reserve made available to “hundreds” of advertisers in early September is similar to upfront TV ad buying and allows advertisers to reserve their ad space in advance, with all targeting capabilities available, but without booking through a sales representative.
Advertisers like politicians – especially those in the upcoming 2020 US presidential election will find this tool very useful, as they don’t have to actually pay for their ads until they run.
According to a Wall Street Journal report, Google also plans to let buyers reserve ad slots with the tool “for the entirety of 2020.” According to the report, this will start on November 15.
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