YouTube advertising is a cost effective video distribution platform that allows the advertiser to play video prior to a user's selected content. The advertiser can target based on age, gender, interests, topics, keywords and more. The videos can be skippable or forced.
YouTube advertising is any form of video or display banner ad that appears on Youtube.com. The kind of YouTube advertising that you'll be most familiar with are the video ads that are in the video player itself. Most commonly the ad will appear before the user can view their selected content. Sometimes the ads are skippable and sometime they aren't. Ads can take the form of:
In the instance above, this is an ad for vistaprint that is skippable after 5 seconds that plays before the selected video. Advertisers that choose this option are utilizing the TrueView option that doesn't charge advertisers if the ad is skipped prior to completion or skipped before 30 seconds elapses. In instances where the ad cannot be skipped it means that the advertiser chose to force the view. A full description of ad formats and specifications can be found on this google support page.
If a picture is worth a thousand words, how much is a video worth?
Advertising can communicate at a higher level with video than with mere voice, text and picture. Less than a decade ago if you wanted to advertise with video you had to go through broadcast and pay quite a bit. YouTube advertising has made video advertising accessible to small and medium size businesses. Not only are YouTube ads affordable and allow you to run as little or as much budget as you see fit (no minimums and no set budgets), YouTube advertising is far more customizable in terms of the format, but most importantly, who is targeted.
In fact, it is the opinion of many of our consultants that YouTube ads are the most under-priced form of media you can buy right now and they are highly versatile. As mentioned above, you can run a variety of different kinds of ads, and you can run a commercial or video for your company at almost any length (of course not every YouTube product allows this). You can run ads on YouTube specifically to only those that have been to your website before. It is that customizable. Here at Consultus Digital we try to include video production and a YouTube TrueView strategy with every client.
The next step is to choose the video ad format. In this case we chose 'In-Stream' because we want our video to appear in the video player with it being skippable.
There's a lot going on in the next screenshot. Firstly, we then wanted to make sure we paid based on a cost per completed view basis. This way, Consultus will pay up to a maximum amount for a completed view from the audience I have defined. The daily budget limits my spend to $5 per day, and we defined the run times, which can be adjusted any time. Lastly, we chose to only be on YouTube opposed to the search bar for or partners pages.
Strategy should constantly change based on the data. The initial setting and assumptions made are just that, initial. The experts here at Consultus Digital will work with you to put together a winning approach.