• Frank Aol

YouTube Advertising

With previous post having covered topics like search engine and social media advertising, this post examines YouTube Ads. In the same way as with Google Ads, YouTube will bring advertisements in front of specific audiences based on their search history data and their viewing habits. As with other online advertising tools, an advertising campaign on YouTube should always be designed in a way that it allows to collect data which allows it to adjust and improve the marketing campaign constantly according to the target audience’s needs.

Right after Google, YouTube is the second most visited website on the internet worldwide and keeps growing. On YouTube there are several advertising options as YouTube advertising, sidebar slots, pre-rolls (pre-video) content and others. Once again, the right choice depends on the marketing strategy.

Being owned by Google, it does not surprise that YouTube ads share many features with Google Ads while also have considerable differences. Google ads are text-based and displayed on articles, videos, or websites that internet users browse. They are automatically eligible to run on mobile devices while there is at the same time a functionality to avoid ads being displayed on selected mobile devices.

Contrary to this, YouTube ads are eligible only on desktop devices. Naturally they are only displayed in the form of videos and appear to the right of a video player or in the corner of the screen. YouTube ads can be played at different stages the starting, in between the video, and at the end of the video. Finally, some YouTube ads can be skipped by viewers after the ad is played for few seconds, while others are non-skippable. Like their counterpart Google Ads, YouTube ads can be PPC (pay per click) ads depending on their length and placement.

There are 4 different types of YouTube ads which must be examined: Discovery Ads, Skippable In-stream Ads, non-skippable In-stream Ads and Bumper Ads which will find application under different circumstances respectively marketing strategies.

Discovery Ads are PPC-based which means advertisers only pay for real video views or CTA-based interactions of viewers, particularly clicking business website links. PPC-arrangements can also be based on time, meaning advertisers only pay when the user watches a video for a set time or until the end of the video. Discovery Ads is an ad format which promotes videos alongside semi-organic YouTube search results page alongside related videos and on the YouTube mobile homepage. The ad consists of a thumbnail image from the video along with a headline and description, it is labelled as an ad. As such, Discovery Ads appear as native ads on the Google Display Network (GDN) which includes websites like Google Finance, Gmail, Blogger, including the mobile sites and Apps of these websites.

The second type of available ads are skippable in-Stream ads which are displayed before or during a user watches a self-chosen video on You Tube. Viewers have the option to skip the ads after few seconds the ad is played. In-stream ads can be customized with different CTAs and overlay text while the video should last at least 12 seconds long as YouTube analytics does not track videos less than 10 seconds. As another thumb of rule, the videos should not last longer than 3 minutes. According to the PPC-based model of in-stream ads, the advertiser only gets charged if the viewer watches a video for at least 30 seconds, which can also be the entire time of the whole video.

Non-Skippable In-Stream video ads are the third are like their skippable counterpart with the only difference that they cannot be skipped. They are a great tool for demanding the viewer's attention, as they can appear as pre-, mid-, or post-roll while watching videos. However, about 76% of people skip ads that get served in YouTube videos. This means non-skippable videos are typically a tool to increase brand and product awareness at the beginning of a marketing campaign. Charges for this type of ad are incurred per impression, more specifically, per 1000 views or cost per mile (CPM).

Finally, bumper ads are videos which last six seconds and are non-skippable, playing ads right

before an actual video. Thus, they are perfect for campaigns where a simple message needs to be delivered without a minutes-long video. According to Google’s research, of 122 bumper ad campaigns in 2017, it was found that 70% drove a significant lift in brand awareness, with an average lift of 9%. Additionally, 9 out of 10 drove ad recall globally, with an average lift of over 30%.

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