This means that you can now target viewers who
recently searched for a specific product or service, and you can then create
different ads for different types of viewers.
If a viewer sees a video-based ad that’s closely
related to something they were just searching for, they’re more likely to watch
the entire clip or even click through to your website for more information.
Targeted ads allow you to maximize your marketing
dollars and reach deep into your niche, connecting with your audience in a
matter of minutes.
However, YouTube ads are a little different from other types of ads (like Facebook or Google). With some of the other platforms, you’re
required to pay upfront for your ads.
With YouTube, however, you only pay for a view if
the user watches more than 30 seconds of your ad, or takes action (such as
clicking through to your website).
With Google or Facebook ads, you’d pay no matter how
much of your ad was seen. With YouTube, you pay only when your ad has triggered
a positive response!
Currently, there are seven different
types of YouTube ads:
TrueView
Instream Ads: These are the most common of all YouTube ads, the
main advertising format.
8 out of 10 viewers prefer this sort of ad over the
other types. This is mostly because this format gives you the most control over
which advertisements they see.
You may see this as a negative, as viewers can
choose to skip your ads, but think of it this way: you’re paying only for those viewers who are interested
in what you’re offering them.
These ads can be as short as 12 seconds and as long
as 6 minutes. A six-minute ad is a fairly long one, so you should probably aim
for somewhere in the middle.
There are two basic types of TrueView Ads: skippable
and non-skippable.
Let’s look at those in more detail.
Non-skippable
Instream Ads: These are a type of TrueView ad that does exactly
what the title says. The viewer cannot skip over these ads, but must watch all
the way through to get to the content they’re searching for.
Non-skippable ads can play at the beginning or end
of the chosen video or can be placed somewhere in the middle. Ads that pop up
in the middle of a video can be annoying, but you’re more likely to keep the
viewer’s attention because they’re waiting for the rest of the chosen content
to display.
The important thing to remember is that the ad must
be watched all the way through, which means you pay every time the ad plays.
This would be a good choice for a business with a large marketing budget
because you’re not going to be targeting your viewers quite as narrowly as you
would with a skippable ad. With a non-skippable ad, you’ll pay every time it
pops up.
Note: YouTube recently announced that
they had to be under 20 seconds long (rather than the 30 seconds they
previously allowed).
There’s also a special subset of Non-skippable Ads: the Bumper ads. This is a Non-skippable ad that
plays at the beginning of a video and must be under 6 seconds long. You are
charged for these in the same way you are charged for other Non-skippable ads.
Skippable
Instream Ads: Again, this is just what it sounds like. After
viewing five seconds of your TrueView ad, the user can opt to skip it and get
straight back to their chosen content.
You aren’t charged unless they watch at least 30
seconds of your ad (or if they take action such as clicking on a link in your
ad).
Skippable ads can be played at the beginning of a
video, during the video, or afterward. We recommend placing your ads at the
beginning or middle of the video because it’s way too easy to just skip an ad
at the end by clicking on the next video in the series.
Sponsored
Card Ads: These ads display content relevant to the YouTube video
being watched, such as products used in the video itself. Viewers will see a
teaser for the card for a few seconds, or they can click an icon at the top
right corner of their screen to browse through the cards associated with their
video.
These ads are available on both desktop and mobile
versions of YouTube. Sponsored cards are a very unobtrusive YouTube ad.
Overlay
Ads: These
are available for desktop or laptop computers. An overlay ad is a transparent
ad that appears in the lower 20% of the video. That’s 480 x 70 pixels and
viewers can exit the ad at any time they wish.
Overlay ads are not as popular because are prone to false clicks, and because some viewers find them annoying.
Display
Ads: These
appear to the right of the video just above the video suggestion list. They can
be 300 x 250 or 300 x 60 pixels in size and can run across all areas of YouTube
except for the homepage.
If a viewer is interested in what you’re advertising
and sees one of your display ads, you should get a click.
Midroll
Ads: These
ads play full screen and appear in videos that are more than 15 minutes long.
They play just like television commercials, interrupting the video periodically
to show an advertisement.
Viewers must watch the ad before the video continues
playing so you’ll be paying whenever the ad runs and not when the viewer
watches a certain amount of the ad.
These ads can appear on desktop, laptop, and mobile
devices. Advertisers can insert ad breaks at natural pauses in a longer video
for a more streamlined viewing experience.
Most people are used to seeing commercials when
watching a video, so this type of ad isn’t as annoying as some of the other
types. Since these are non-skippable, you are charged on a CPM basis – that’s
Cost-Per-Mille, where “mille” stands for a thousand views.
Rather than charging you
per click, YouTube will charge you a fee for every thousand views.
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