Arpan Banerjee just sent me that Google is expanding first position ads for all YouTube content.
Reaching your target audience can be challenging, but First Position guarantees that your brand will be the first in-stream ad viewers see on YouTube at the moments most relevant and impactful for your business.
Previously, First Position was only available on YouTube Select inventory, bookable through Google Ads and Display & Video 360 at a fixed CPM rate.
Google is now expanding this feature to all YouTube content, available at a dynamic rate through Display & Video 360.
This expansion allows advertisers to connect with their audience during the most engaging moments, no matter what content they’re watching. First Position is available in any market where it is offered.
This option is ideal for brands aiming to appear front and center during critical moments like product launches, trailer releases, or cultural events.
For example, Booking.com capitalized on holiday travel surges by using First Position to enhance brand association, resulting in a 21% relative increase in ad recall—6% above their benchmark.
Similarly, IHG Hotels & Resorts, a leading global hotel brand, wanted to increase awareness among luxury travelers.
They combined YouTube Sponsorships, Content Takeovers, and First Position to ensure their brand was the first ad shown to viewers watching NFL and F1 content.
This strategy delivered unique reach beyond linear TV, significantly boosting ad recall and brand awareness, achieving results that doubled the YouTube benchmark.
