In April, we introduced TrueView for reach in beta to help you reach more of your audience on YouTube with even more efficiency and flexibility. Today, we’re excited to announce that all brands globally can use TrueView for reach in Google Ads and Display & Video 360. TrueView for reach brings our popular skippable in-stream format together with the simplicity of CPM buying. The ability to buy TrueView in-stream on a cost-per-impression (CPM) basis will help you reach your desired audience more efficiently. And thanks to YouTube’s 95% viewable and 95% audible environment, you can be sure this audience is seeing and hearing your ads.1 TrueView for reach ads can run on YouTube and Google video partners and are best suited for campaigns with reach and awareness goals. In early testing, we found that 9 out of 10 TrueView for reach campaigns delivered significant lift in ad recall2. Global brands are seeing strong success using TrueView for reach. To drive awareness for a new product in France, Philips ran a geo-based test that entailed shifting 25% of their TV budget to TrueView for reach and Bumper ads on YouTube. This shift led to a 24% increase in unit sales for the product. To reach a younger audience in Mexico and do so at scale, Fanta turned to TrueView for reach. Their campaign reached over 10 million 18-24 year olds in a single month and drove best in class Brand Lift results, including a 223% lift in organic search interest. To get started with a TrueView for reach campaign in Google Ads, choose the Brand awareness and reach objective and follow the instructions for skippable in-stream ads here. Posted by Khushbu Rathi, Product Manager, Video Ads     1. Google and DoubleClick advertising platforms data, Global, May 2017 & Google Internal Data, Global, August 2016 2. Source: YouTube Internal Data, Global, July 2017