YouTube is the second-largest search engine, with 28.5 million unique users a month. Marketers are narrowing in on YouTube because of the volume of users it has, as well as the potential for very specific targeting. With YouTube’s advertising platform, you can make a big impact even with a small budget. The key is knowing which ads to use.
The True View
With AdWords for video, users have the choice to opt in to view the ad. This a great asset for marketers because the people watching the ad are engaged. Any opted-in views also add to the video’s view count. There are options for a forced pre-roll, which is a nice opportunity if you want your ads to be seen by a large audience. That said, inviting your audience to view the ad–rather than making them–creates more positive feelings toward your brand.
Below are the two types of ads for YouTube.
In-Stream Ads
A pre-roll ad runs before a user sees their content, and they can choose to opt out after five seconds. You are then charged if the viewer watches the ad for 30 seconds or until the ad is complete. Even if a user skips your ad after a few seconds, they still see the ad and get familiar with your brand.
In-Display Ads
In-display ads appear in YouTube search or in display. You are charged when a user clicks on the ad. A user may choose to skip over the ad entirely, but just like with PPC ads, they still see your brand name and an image, which helps in raising brand awareness.
Choosing the Right Fit for Your Audience
Both ads have their advantages, and you probably have an idea of what these ads are like from using the channel yourself. It’s nice when you have the option to view the ad if you’d like, rather than having to sit there for 10, 20 or 30 seconds as you watch an advertisement that you have no interest in. Still, you want some people to watch your ad, so how can you get people to opt in?
The best approach is to create content that evokes emotion – it can be funny, emotional, shocking, or heartfelt. If users feel connected to the ad, they will be more willing to watch your story. The ad should be engaging in the first five seconds because this is the time it takes to grab your viewers – and this is the time that is given before viewers have the choice to opt in or out.
As you do get viewers, review the AdWords for Video interface and learn about how many users subscribe, click, and watch more of your content. This will help you better understand your audience and their behavior after watching the ad. You can then re-target your audience based on their behavior by showing them more ads and excluding those who have had negative interactions.
Some testing and measuring is involved when using AdWords for video, and with the right approach, you can deliver relevant messages to a highly engaged audience.
If you’d like to learn more about YouTube advertising, contact one of our team members!
