YouTube is testing a new ad buying tool which will let brands book campaigns 120 days in advance

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 11, 2019, 1:41 AM UTC

The tool will particularly be helpful for large-scale campaigns.

YouTube is testing a new tool, Instant Review, in Google Ads through which advertisers can reserve ad space on a 120-day rolling window. This is an automated process requiring no minimum spend.

The tool will allow advertisers across multiple industries to book campaigns beforehand with a set budget and a forecasted reach. It takes pages from upfront TV ad buys and programmatic guaranteed. Therefore, advertisers will be equipped with available targeting capabilities, eliminating the need of a sales representative, in advance.

Youtube’s Instant Review tool will be helpful for planning and running major campaigns, such as the upcoming US presidential election. The Wall Street Journal reports that advertisers won’t be required to pay for the ads until they actually run on the platform.

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