ADVERTISING ON YOUTUBE
If you are a national brand, then YouTube Advertisement might be for you. It has all the benefits of traditional Television advertisement and none of the drawbacks. In fact, HACK strongly advocates that most traditional mediums of advertising are modern day scams with generic targeting and nonspecific results.
The YouTube Ad platform (Part of Google Ads) is the opposite of traditional advertisement; it’s highly targetable, highly cost effective, and when done well, generates success.
Google has recently implemented further controls for advertisers for the kind of content you want your ads to appear in conjunction with; this combined with the industry leading control over demographics and audiences makes YouTube advertising an invaluable tool for larger businesses and essential for any successful e-commerce store.
Whilst the ad placements on YouTube are cheap, the production of the ad can be expensive; it’s important to understand that in many cases, no ad is better than some ad; because most advertisements are interrupting the user experience on YouTube, it’s essential that your advertisements are highly effective at entertaining, not just informing the audience.
The different kind of ads that YouTube offers are
TrueView (Discovery/In-Display or In-Stream)
In-Display Advertisements are placed in natural positions on the YouTube platform including at the top of playlists and in suggested videos to users. These are usually non-intrusive. In Stream ads are played before the featured video. Both types of ads can be any length, however after 5 seconds users will have the option to ‘skip ad’.
Both ads are pay per view, however the view is defined differently. For In Stream, views are counted if the video is viewed for more than 30 seconds or if the video leads to an engagement. For videos shorter than 30 seconds the whole video must be watched for the view to count. In-Display ads are counted when the user clicks to view it, regardless of interactions or view time.
Both have their purpose but it’s important to conduct enough research and modelling to avoid wasting budget on TrueView ads; YouTube optimises these for views, not interaction.
Pre-Roll ads are non-skippable shorts that in HACK’s experience should be no more than 15 seconds. Whilst you can run ads of this type up to 30 seconds, it looks like the format will be discontinued in 2019. Pre-Roll Ads are pay per click and are often cheaper than In-Display and In-Stream ad placements. This format is optimised for clicks so it’s important you have a strategy to convert potential customers in conjunction with these ads.
Bumper ads are the best of both worlds and are relatively underutilised by advertisers. They are non-skippable like pre-roll ads but can also have a click through option.
Interestingly enough, a study by Google suggests that Bumper Ads lead to a significant increase in Recall; still, Bumpers are optimised for views, not click through.
There are no hard and fast rules for which types of Ad your brand should use, and HACK has seen them all used with success (and failure). Generally speaking In-Display ads work best for branding and Pre-Roll ads work best for specific sales campaigns and goals.
This has been a discussion on the ads that the YouTube platform itself offers; some of the best value opportunities on YouTube are through the creators themselves. HACK Marketing specialises in Influencer Marketing, find out more here.