A new Instant Review tool is being tested by YouTube in Google Ads that allows advertisers to reserve ad space on a 120 day-rolling window via an automated process with no minimum spend. The tool is being tested across a multitude of industries, which includes media and entertainment, consumer goods, politics, and food and beverage. It is also being tested globally.
Advertisers will be able to use the reserve tool to book campaigns in advance with a fixed budget and forecasted reach.
Advertisers have the ability to reserve ad space in advance with all of the available targeting capabilities without having to book campaigns through a sales representative. Advertisers will find the Instant Reserve tool useful if they want to plan ahead and run campaigns tied to major events. The Wall Street Journal reports political advertisers, and “hundreds” of other advertisers, were given access to it on September 3.
Advertisers that use the tool can reserve ad space, but do not have to pay for the ads until they actually run on the platform, according to the Wall Street Journal.
An ad buyer for a political campaign told the Wall Street Journal that Google plans to let buyers reserve ad slots via the tool “for the entirety of 2020” starting November 15.