Advertising on Youtube is unlike any other platform and has grown to be the world’s second-largest search engine following Google. The platform sees roughly 2 billion logged-in visitors per month. While Youtube started out as a video distribution platform and it has now grown to be so much more than that, offering tools like channel optimization; opportunities for monetization; youtube analytics; a creator studio for production and editing; music streaming; and a long list of others that continue to grow. YouTube Ads that we’re focusing on today is a great opportunity to build awareness, traffic, and drive customers into your e-com funnel.

Youtube ads were first introduced in 2007 with in-video overlay ads. In 2008, they expanded with the click-to-buy e-commerce platform, promoted videos, and pre-roll ads. Following that expansion, they grew to include multiple ad formats as opposed to just 1. Since then, Youtube ads have continued to grow and evolve; making things easier for users to advertise using Youtube. 

Non-Skippable Video Ads: 76% of users reported that they automatically skip advertisements on Youtube. Non-Skippable Video ads include pre-roll or mid-roll ads that do not allow users to skip through their advertisement. They are inserted before, during, or after the video. These types of ads stream on desktop, mobile devices, TV, and game consoles. Depending on the regional standards, non-skippable video ads are typically between 15 and 20 seconds. Bumper ads are a type of non-skippable ads, but they are shorter and only run for 6 seconds. Advertisers only pay for this type of ad when a viewer watches the ad longer than the first 5 seconds. Users must either watch the entire ad, watch for at least 30 seconds, or interact with the ad in order for the advertiser to have to pay for it. This process is referred to as a Trueview payment type ad. Alternatively, there are skippable video ads available as well. Skippable video ads appear to the right of your video and above the video suggestions list. It will show the video for at least 5 seconds before allowing a viewer to skip. 

Video Discovery Ads (also known as in-display ads): In-Display Ads run on desktop and laptop computers. They appear on Youtube search result pages and video watch pages located to the right of the video you are viewing right above the list of video suggestions. They can appear differently depending on where they run. If you are on a video watch page, you will see a thumbnail with a few lines of wording just below. When on the search result page, it will be run along the organic search results and appear as a video, but it will be noted that it is an advertisement. On the mobile app, these types of ads can appear on your homepage. If you click on this type of ad it will lead you to a youtube video ad rather than taking you directly to the advertiser’s site. From there, you can interact with the ad. The reporting metrics used for this type of ad include impressions, clicks, and views.

NonVideo Ads

  • Overlay ads: These types of ads are only shown on desktop computers. They appear as an overlay image or text on the lower 20% portion of a video. The overlay image or text is semi-transparent. The overlay ads are only available for reservation sponsorship campaigns which means they will only show on desktop or laptop computers, not mobile devices. Typically, they involve a call to action to draw in viewers. The metrics used for these ads are clicks and click through rates as well as impressions.
  • Masthead ads: Masthead ads are only available through reservation after speaking with a Google sales representative. They are highly desirable as they appear on the Youtube home feed across all devices. This type of ad is ideal for brands that want to drive massive awareness and gain a large reach. It allows brands to show off in a prominent space. Available assets supported by masthead ads include a youtube video URL; headline; call to action button text; click through URL; supporting description text; primary video layout; autoplay timing; companion videos; channel art and channel icon. Because of the extensive list of assets available, masthead ads must be submitted for creative approval to a Google sales representative 48 hours prior to your campaign advance time. Unlike other youtube ads, masthead ads offer a wider variety of metrics to support the reporting of analytics for this type of ad. Those metrics include clicks to videos; impressions; clicks to advertiser’s website; video views; clicks to your youtube channel; and clicks on companion videos. 

To break it down, Youtube is an undeniably valuable platform that companies should not overlook. The platform is highly targeted which means you are able to reach an ultra-specific target audience no matter how niche your brand is. It is a platform that is relevant to a multitude of different audiences because of the wide range of topics and video types it has. Youtube allows you to target your audience using keywords, placements, audiences, and more. Not only is it highly targeted, but it is also cost-effective meaning you don’t need a leg & an arm to advertise on Youtube. It is fairly user-friendly as the metrics are easy to measure and the analytics tab is easy to manage as well. The analytics tab allows you to track views, costs, and budget details. Connect with your audience through Youtube Ads today.

Published On: August 13th, 2021 / Categories: Performance Marketing / Tags: , , , /

About the Author: Tony Adam

Tony Adam is a serial technology entrepreneur, investor, and Fractional CMO. He is currently the Founder & CEO of Visible Factors a Digital Marketing Agency providing Direct-To-Consumer (DTC) brands, startups and large organizations services around growth and online marketing principles like SEO, Google Ads, Meta Ads, and Email/Lifecycle Marketing. Prior to Visible Factors, Tony founded Eventup, an Event Venue Marketplace and grew to 12 cities and over $1MM top line revenue in under one year. Throughout his career, he has worked with early stage startups, SMBs, Fortune 500 companies and high-profile brands including Yahoo!, PayPal and Myspace.
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