What is YouTube Advertising?
YouTube advertising, done through Google Ads, is a way of advertising your video content on YouTube or in search results so you can maximize your user reach. This could be your video playing before a user views another’s a video or showing up in YouTube search results for people to watch in full.
Types of YouTube Ads
True View ads
True View video ads come in two forms, In-Stream ads and Discovery ads also called In-Display.
YouTube In-Stream ads play before the posted YouTube video. In-Display video ads appear as a sponsored suggested video in the top right sidebar above playlists and YouTube suggested videos.
Both In-Stream and In-Display video ads can be any length since the viewer can decide if he or she wishes to keep watching. In addition, In-Stream ads are skippable with “Skip Ad” buttons appearing after 5 seconds.
Both options are pay per view though views are defined differently for each ad type.
For In-Stream ads views are defined as a viewer watching at least 30 seconds or engaging with the video. When videos are shorter than 30 seconds a view occurs if a viewer watches the whole video.
For In-Display ads, a view is registered as soon as a viewer clicks to watch the video.
Though your True View video can link to external sites, Dash Two finds that they work best for branding and video views. For example, music videos are an excellent fit for this format.
In addition, the ad platform itself automatically optimizes True View video ads for views, not for clicks. So campaigns using True View that is focused on clicks tend to be more expensive per click than other ad types.
Youtube Pre-Roll video ads are non-skippable and pay per click.
Though some video publishers have allowed 30-second Pre-Roll videos, that format is reportedly being discontinued. In actual practice, Dash Two is finding that desired publishers are only offering 15 or 20-second videos.
Dash Two recommends 15-second videos since Pre-Roll inventory is limited and 15-second videos are more likely to run.
In addition, given the pay per click pricing, 15-second videos are typically less expensive per click than True View in-stream ads leading to more cost-effective campaigns. It is important to optimize for clicks when looking to sell a product such as song downloads or merchandise because it is the first step to getting users to your purchase page.
While True View video ads are best for branding and video views, Pre-Roll ads are ideal for sales campaigns from album sales to ticketing to new apparel.
The ad platform optimizes for clicks while Dash Two rigorously tracks ROI to continue optimization from click to sale.
Bumper ads are short videos up to six seconds which play before, after, or in the course of another video. Users cannot skip the ad. They give advertisers an opportunity to reach a significant online audience through a quick video clip.
Since the videos are only a few seconds, it is advisable to create a short but memorable statement. The message should convey the essential details about your product.
Despite the short length of bumper ads, they can create a lasting impact. According to Google, 9 out of 10 bumper ads drive a considerable improvement in ad recall. They can achieve the efficacy of TrueView ads if maximized.
Sponsored Cards Ads
YouTube sponsored cards to appear within videos as small call-to-action (CTA) popups.
Sponsored cards are a very unobtrusive form of YouTube advertising. A small ‘i’ symbol pops up in the upper right-hand corner of a video and when a viewer clicks on it, the card expands.
In the image below, you can see the text that appears when I have over my mouse over the icon.
For advertisers without a budget for video, YouTube offers non-video ads. Display ads: appear on the right-hand sidebar, and include an image and text, alongside a CTA with a link to your website.
In-video overlay ads: appear floating on top of video content from monetized YouTube channels.
In an ideal world, both of these ad types appear in conjunction with related content. Of course, that’s not always the case. the chances of a viewer being interested in all three are slim. This is a great argument for being picky about your audience targeting—which we’ll cover in the next section.
Display ads are another simple YouTube advertising format. These ads have been around for a while and appear in the right-hand sidebar above the suggested videos list.