Advertising on YouTube is one of the most popular marketing strategies to reach a large audience and promote its products. Advertisers have various options at their disposal that can be targeted to specific audiences or interests. However, the Google Ads platform is complex, and understanding how it works is key to optimizing your advertising budget.
This article will explore the different types of ads available on YouTube, along with their pros and cons. It will also discuss the rates applied and their variations according to the campaigns and target audiences. Finally, we’ll go over some best practices for getting the best possible results.
What is advertising on YouTube?
Summary
- What is advertising on YouTube?
- Types of ads on YouTube
- Video Ads
- Skippable video ads
- Non-skippable video ads
- Bumper Ads
- Discovery Video Ads
- Display Ads
- YouTube Premium Ads
- Choose the right ad format
- Video Ads
- YouTube Advertising Cost
- How to optimize your YouTube advertising campaigns?
- Ad premier: Google Ads agency specializing in YouTube advertising
YouTube is the largest video platform and the second largest search engine behind Google. The platform has over 2 billion monthly active users and offers a full suite of ad formats for marketers. Advertisers are free to choose between the different types of ad spots available, including banners, skippable or non-skippable videos, native videos, and more.
Advertisers can also target specific audiences based on their interests, geographic locations, gender, and age. This allows brands to build an effective advertising strategy, which will allow them to achieve their marketing objectives, whether it is awareness or the sale of their products and services.
Types of ads on YouTube
There are many types of advertisements available on YouTube. There are generally 3 categories of formats: video ads, display ads and premium. Video ads can run before, during, or after YouTube videos. Display ads include text ads and banners displayed alongside video content. And Premium ads are a mix of both, with HTML5 banner elements and a video.
Video Ads
Skippable video ads
Skippable video ads are the most common ads on YouTube and can be placed before, during, or at the end of a video. With this type of ads, a user can skip the ad after 5 seconds if they are not interested.
Non-skippable video ads
With this ad format, people don’t have the option to skip your ad. The maximum duration of these videos is between 15 and 20 seconds depending on the country (20 seconds in France).
The main benefit of non-skippable video ads: viewers watch the video in its entirety.
The main disadvantage: you pay for each viewing! Even for viewers who find it boring and don’t pay attention to your ad.
Bumper Ads
Bumper ads are similar to the ones mentioned earlier (they can also be placed before, during or after a video). However, their duration is limited to 6 seconds or less. In this case, users do not have the option to skip the ad.
This type of ad is generally intended for advertisers wishing to reach a large audience with a short message in order to promote a brand or product. In some cases, they can be usefully used within a video ad sequence to reinforce the main message.
Discovery Video Ads
Discovery ads are a YouTube ad format that can display in three places:
– Above YouTube search results;
– On a video’s watch page (next to related YouTube videos);
– On the YouTube mobile homepage.
These ads look like standard videos suggested by YouTube because they consist of a header, description and thumbnail, like a normal video. The only difference is that they usually come with a “Sponsored” icon.
Display Ads
If your budget doesn’t allow you to produce videos, you can opt for one of the non-video ad types to run on the YouTube platform.
Note, however, that Google now provides all advertisers with tools such as the Video Builder directly integrated into Google Ads and allowing them to create video ads in a simplified way.
Display ads are basically banner ads that appear in the right sidebar on YouTube and include an image and text, as well as a CTA with a link to your website. They are easy to set up and require no video production.
They also include so-called “overlay” ads which are semi-transparent ads that appear on the bottom of the video. Overlay ads basically give advertisers the ability to place traditional banner ads within a streaming video.
YouTube Premium Ads
Finally, YouTube Premium Ads, commonly known as YouTube Mastheads, are booked directly by contacting a Google Sales Advisor.
These ads are placed on YouTube’s homepage for 24 hours, reaching around 60 million people. They are ideal for advertisers who want to boost their audience or their notoriety quickly.
Choose the right ad format
So, what is the right YouTube ad format for your brand?
• If you’re new to YouTube ads, Skippable Video Ads can be a good place to
start. This way, you increase your brand awareness with a small budget.
• If you have a clear conversion goal, such as signups or product purchases, use videos
for action. • If you want to promote your YouTube channel, Discovery
ads are the best option. • If you want to get your message out to a large audience and you have a big budget, YouTube mastheads are the best kind of ads.
Of course, you can also combine several ad formats in one campaign. Therefore,
enjoy the benefits of multiple ad formats.
YouTube Advertising Cost
The cost of advertising on YouTube depends on the type of campaign, ad and target audience. Advertisers pay for each full view, impression or action, depending on the situation. Rates can vary significantly depending on the level of targeting selected and the industry to which the advertiser belongs.
Typically, the bidding cost for most campaigns is between €0.03 and €0.10 per full view, impression, or action.
Most ads on YouTube are priced on a cost-per-thousand (CPM) basis, which is the number of people you reach, whether or not they engage with your brand.
In addition, skippable ads offer an interesting advantage: you only pay if the user does not deactivate the ad and watches it for at least 30 seconds (or in full for shorter ads).
Conclusion, the price paid by the advertiser depends on the Internet user’s commitment, which makes the views counted more qualitative than on traditional media.
How to optimize your YouTube advertising campaigns?
To get the best results from your campaign, here are some tips to follow:
• Choose the right ad format: Make sure your ad fits the chosen format SEO for B2B and is long enough to tell your story.
• Target intelligently: Do thorough research before creating your campaign to better understand your target audience.
• Use relevant data: Use the data provided by Google Ads to better understand your performance and optimize your campaigns.
• Be creative: try to be innovative and grab attention with attractive images and text.
Ad premier: Google Ads agency specializing in YouTube advertising
ADPREMIER, is a Google Partner agency first and top 3% of the best Google Ads agencies in France. Our agency helps advertisers plan and implement advertising campaigns on the YouTube platform. If you want to get started on this platform but you don’t know how to approach it, do not hesitate to contact us.
