Every month, more than 1 billion people watch more than 6 billion hours of YouTube video and more than half of YouTube video views are on a mobile device (Google Partners). Advertising on YouTube allows you to reach potential customers, share your expertise, and explain how your product or service will benefit your audience. Video ads let you connect with the “right” audience as well by targeting customers on YouTube by topic, keyword, or demographics. You can measure the success of your video ads in your Adwords account and learn more about your viewers in Google Analytics.
Video advertisements can show up on the YouTube search page, in the suggested videos sidebar, and on the homepage. TrueView video ads gives viewers control over which ads they see and when, so you want to create engaging video ads that your target audience will want to watch when they are browsing YouTube. There are two types of TrueView ads your company can use and each serves a unique purpose.
TrueView In-Stream plays your video ad before, during, or after videos across YouTube and on video publisher site, games, and apps on the Google Display Network. This type of advertising is a form of interruption messaging, so you have to make sure your message is relevant, concise, and catches viewers’ interest. Your company will be charged when a viewer watches at least 30 seconds of your video or engages with your video by clicking on the call-to-action overlay, information cards, or companion banner. If your video is less than 30 seconds long, you will be charged only when viewers watch the duration of your ad.
TrueView Discovery promotes your video ad in places of discovery on YouTube including next to related videos, as a part of search results, or alongside other content across the Display Network. Your ad appears as a thumbnail image with some text and serves to invite viewers to click to watch the advertisement. As a result, your ad needs to have an eye-catching image and interesting text that is relevant to your ad’s content. Your company will be charged when a viewer clicks on your ad and starts watching your video.
YouTube also offers bumper ads, which promote brand awareness. Bumper ads are six seconds or less and play before, during, or after a video on YouTube or videos on partner sites and apps in the Google Display Network. Unlike In-Stream ads, bumper ads are unskippable, so making your ad attention-grabbing and memorable is crucial. You’ll pay using CPM-bidding, which means that you only pay each time your ad is shown 1,000 times. As an advertiser, you’ll want to use bumper ads for campaigns with no goals as well as for brand awareness and reach.
Your video ad gets a “view” on YouTube when the viewer watches at least 30 seconds. Unless your ad is less than 30 seconds long, in which case a “view” is only counted when the viewer watches the entire ad. Most viewers stop watching an ad after the first 15 seconds; don’t be one of those drops! Hippo Marketing has the tools and resources to create a video ad that’s engaging and meaningful for your audience. Contact us today to start telling your story!