The Ultimate Guide to YouTube Advertising

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Did you know that the consumers’ attention span has recently been compared to that of a goldfish? Recent studies say that consumers’ attention span is slowly decreasing. Experts claim that people only have about eight seconds to focus on one thing. After that, they move on to another distraction. And this is why video marketing is of the essence nowadays. 

Videos are more compelling compared to long-form content. And videos are an excellent way to explain complex topics or products. Plus, you can be creative with videos that keep viewers riveted to their seats. 

When it comes to creating video content, YouTube emerges as the top platform for advertisers and individuals alike. If you’re not leveraging YouTube for your video ad campaign, you’re missing out. Learn why YouTube is an omnipotent channel to increase video views.

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Why You Must Invest in YouTube Advertising
youtube advertising

YouTube advertising is a good complementary marketing tactic. Aside from the fact that online video platforms potentially increase conversion rates by 34 percent, YouTube also offers a myriad of benefits and features for advertisers. These are a couple of reasons why you mustn’t skip YouTube marketing:

  • Connect with your target audience. Not only can you provide fun and helpful videos to your audience, but you can also leverage ads that run on videos your audience searches for. You can use videos to share tips, create a tutorial YouTube channel, or show how your product or service works. 
  • Provide fast results. YouTube has over two billion monthly active users who watch around 250 million hours of TV screens. That makes the platform an excellent channel to get your videos in front of your audiences. You can choose ads that run on desktops, tablets, and mobile devices to cater to all sorts of audiences. 
  • Offer a highly targeted reach. On top of affordability, YouTube provides incredible targeting features. This enables advertisers to show their ads to the right people, not wasting time and money. You can target people via demographics, topics, customer match, similar audiences, video remarketing, affinity audience, in-market audience, or life events. 
  • Easy to set up campaigns. One upper hand of advertising on YouTube is that the ad manager platform is easy to use. Simply go to your Google AdWords account, set your campaign, select a campaign name, choose the video ad format, set a budget, and choose from many advanced settings.
  • Quickly measure and monitor results. It’s pretty easy to measure and monitor your YouTube ad campaigns. Go to your Google AdWords account and click on Analytics. There you can track video views per day, costs, budget details, and more. 
YouTube Marketing: Types of Ad Formats

As advertisers, it’s recommended to diversify your YouTube ads. Depending on your goal, you can choose from various videos or formats to engage with different customers. Here are the top six YouTube ad formats you can choose from:

1. Skippable in-stream ads

youtub advertising

Image grabbed from Digital Marketer

Skippable in-stream ads, or previously known as “TrueView” ads, are the classic ads you see before, during, or at the end of a YouTube video. Also known as pre-roll or mid-roll ads, users can have the option to skip these ads after five seconds. 

These ads are appropriate for desktops, mobile devices, TV, and game consoles. Advertisers will only have to pay a certain amount when users continue watching the ad after five seconds or engage with the ad by clicking it. Since you only have five seconds to make users take action, the video must be compelling. 

The recommended length of skippable in-stream ads is 12 seconds long or under three minutes. 

You might see the term “TrueView” on these YouTube video ads. This is YouTube’s ad format or payment type that lets users view or skip the ads after five seconds. 

2. Non-skippable in-stream ads

youtube advertising

Image grabbed from Oberlo

Non-skippable in-stream ads, as the name suggests, can’t be skipped. Instead, users must watch these ads in their entirety. And advertisers pay via a CPM (Cost-Per-Impression) system. This means advertisers only pay per impression. For example, when the impression reaches a thousand, advertisers pay a particular amount.

Like skippable in-stream ads, this type of format is also played before, in the middle, or at the end of the video. The recommended length for non-skippable in-stream ads is 15 seconds or shorter. The length is also dependent on the location and according to regional standards

Some advertisers prefer non-skippable ads because studies show that 76 percent of users skip ads right away because it has become a “habit.” And since you only have 15 seconds to hook users with your value proposition, you must make these ads captivating and persuasive. 

Estimated cost: For non-skippable and skippable in-stream ads: Between $0.10 and $0.30

3. Bumper ads

Bumper ads are excellent if you want to get your message across to massive audiences. Bumper ads are a facet of non-skippable in-stream ads and are displayed when both skippable, and non-skippable ads are turned on. 

The advantage of investing in YouTube advertising is you can have the option to create either longer or shorter videos. And this type falls on the shorter category — six seconds long, to be exact. Furthermore, these videos are played pre-, mid-, or post-roll, without the option to skip. 

That means users would have to be patient to watch the entire ad before the video starts. That said, an advertiser must ensure that they create a clear and memorable message that will increase brand awareness. Additionally, advertisers pay every time bumper ads appear. 

Check out these fantastic bumper ads on YouTube. 

Estimated cost: Between $1 and $4 cost per 1,000 views

4. Video discovery ads