Google Ads is constantly evolving, and 2025 has brought another interesting development for YouTube advertisers. Thomas Eccel recently spotted a new ad format that shows video view counts but omits the traditional call-to-action (CTA) and landing page navigation options. While still in testing, this change could signal a shift in how advertisers approach campaign strategy on YouTube.
What’s new?
The experimental ad format highlights video view counts prominently while eliminating CTAs and clickable URLs. Here’s a breakdown of the potential implications:
- Social proof in action: Ads displaying high view counts (e.g., 30,000 views) can leverage social proof to attract more attention compared to those with low view counts. This visible popularity can act as a validation of quality or interest for viewers.
- Boosting engagement through perceived popularity: People are naturally drawn to content that appears popular. By focusing on view counts, this format could encourage more engagement, even in the absence of a direct action like clicking a link.
- Brand reputation and quality score benefits: For advertisers, these ads might improve brand reputation and click-through rates (CTR). The increased engagement could lead to a higher Quality Score, which can positively impact campaign performance and cost efficiency.
What does this mean for advertisers?
This new ad type seems especially suited for upper-funnel campaigns aimed at building awareness rather than driving immediate conversions. Here’s why:
- Awareness focus: Without a CTA, these ads are not designed for direct response or sales but are better suited for driving impressions and engagement.
- Building trust: Displaying view counts helps establish trust, making this format ideal for brand-building campaigns where authenticity and credibility are key.
- Strategic considerations: Advertisers will need to rethink how they measure success, focusing on metrics like engagement, impressions, and Quality Score rather than clicks and conversions.
Eccel noted that it’s unclear whether this format is part of a Demand Gen campaign or a standard YouTube campaign. As testing continues, advertisers will want to monitor how (and if) this new ad type is integrated into broader campaign strategies.
Want more content like this?
Don’t miss out on the latest news and updates from the world of Direct Response advertising! Subscribe to our newsletter today 👇
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session:
Like this post? Let's continue the conversation!
Get in touch with us by shooting us a quick email or tagging us on LinkedIn or Instagram, and sharing your thoughts. Your feedback helps us keep our blog relevant and interesting.
Get Our Newsletter
Need Help?
Get in touch with us for an insightful evaluation of your ads + actionable tips to help amp up your direct response revenue
