YouTube’s growing prominence in popular culture has shown that it can serve as much more than just a way to share adorable kitten videos – it has become a highly effective venue for accessing massive audiences through online advertising.
YouTube has become the venue by which budding musicians and performers get their first big break. Google is horse-dancing straight to the bank because of Psy’s immense YouTube success, and the perpetuating notion that the hottest headline sensations happen on YouTube.
YouTube’s advertising potential is as big as the record industry itself, hence Psy being invited to meet with Google’s Eric Schmidt (and the resulting obligatory dance lesson). Trying your hand at making a viral video that aims to dominate the social sphere is great fun, but making a less globally ambitious yet more useful YouTube advertising video is likely the way to go for advertisers who want to further their reach into the massive (and still very much untapped) YouTube advertising realm. Standard Banner Ad – These are just like the regular Google Display Ads, available as standard banner ads and rich media ads. In-Video Overlay Ads – In-video overlay ads appear as pop-ups within existing contextually targeted videos that are targeted by selected queries. Creating YouTube video ads is easy and completely free – you can shoot it yourself for a homebrewed feel, or hire some help for a crisp, professional look.
Probably the most popular YouTube video ad format, in-stream ads play your ad before or during another video from a YouTube partner.
A viewer's immediate reaction tends to be full of grimaces, groans, and complaints since you’ve taken the liberty of interrupting their YouTube video viewing adventure. Viewers are obligated to sit through 5 mandatory seconds of the ad, after which they get to decide if they want to keep watching or skip the rest of the video and go on to what they wanted to see in the first place. If you’ve done some good targeting and have an interesting video ad, viewers might opt to continue watching, which can only mean you’re doing it right!
With in-stream video ads, you don’t pay unless the viewers watch your video for 30 seconds, or until the end of the video. Since you pay the same amount whether the viewer watches 30 seconds or the whole extended video, you can get more exposure for the same price. In-stream ads allow for contextual targeting, interest targeting, and demographic targeting. YouTube’s In-Slate video ads appear before YouTube partner videos that are 10 minutes or longer. In-Search video ads work similar to text ads in Google search, with advertisers bidding on keyword terms. In-display video ads appear alongside other YouTube videos, or on other Google Display Network sites that match your targeting options. YouTube has a number of tools, extensions, and targeting options that can easily go unnoticed, but are absolutely worth checking out.
YouTube Analytics Data – YouTube provides a wealth of analytic data, letting advertisers collection information on metrics such as the number of views a video gets, user engagement, and at which points viewers stop watching the video.
Remarketing – You can conduct YouTube advertising remarketing ads to users who have already watched your previous videos on YouTube or on the Google Display Network. Channels – YouTube Channels are free to create, and function as your business’s own station, not unlike a Facebook page. Advanced Targeting Options – YouTube advertising offers some great demographic targeting options including niche interest targeting and age targeting.
Homepage Ads – Advertisers can purchase prime ad space on YouTube’s homepage, ensuring plenty of eyeballs and attention. Additionally, advertisers can opt for something referred to as a "Homepage Roadblock." Yes, it is just about intense as it sounds.
The main point of being on the homepage is branding, so if you do have the dough to make the investment, ensure that you are making good use of the prime real-estate by incorporating dynamic ads and engaging, clickable features. Brand Awareness: YouTube videos let you create unique brand experiences and express your business’s personality.
Product Launch: Videos are a great way to introduce a new product or build excitement about an upcoming release.
Audience Engagement: YouTube can be a great venue for connecting and interacting with customers. Customer Help: YouTube is a great place to offer how-to video solutions for common customer problems.
With so many different ad formats to choose from, YouTube advertising is a playground for marketers looking to experiment with ad formats and gain exposure in a predominantly untapped market. If I am a user and I upload videos then in that case how can i earn through ads, is there a way that ads on my video I get certain share of those ads. I have been researching and experimenting a lot with Youtube advertising and more interestingly how to optimise the videos to rank in the SERP's. This is one of the most specific and clearly written educational advertising articles I've read in months.
This is a keeper and am certainly gonna bookmark this for furthert read, since most of my clients are now requesting for this medium as well.
Identify audiences across YouTube, Facebook, Instagram, and Twitter with Pixability’s proprietary machine learning techniques, which leverage rich historical data to help lower the walls between walled gardens. Discover unique intelligence on the most relevant influencers, competitor strategies, and trending topics to inform content and messaging throughout the consumer lifecycle. Our data-driven hypertargeting connects with the right audiences, when and where they’re most receptive to brand messaging. Youtube + Adwords for VideoAccording to Google, YouTube is as effective as TV in building awareness for your business. YouTube content and visitors are growing at a rate faster than one could possibly comprehend.
With YouTube and Videos managed on Adwords , you can manage the bulk of the above and more. As you can see, flexibility and choice is the key selling point with these formats with not just one type of ad manageable from the Adwords interface.
We’ve all seen them, those pesky pre-roll video adverts that play before the video you want to watch is played.
You only Pay when and if the viewer chooses to see the ad completely (ad is less than 30 seconds) or after 30” (if the ad is longer). If you would like any more information please feel free to get in contact with me and I will be glad to help.
For new business enquiries only, please contactNatalie Richardson, Head of New Business and Marketing. We watch more than 6 billion hours of video on YouTube every month, which represents a major opportunity for businesses to reach their audiences active on this network every day.
Advertisers are able reach the right users with relevant video content in the form of display ads (ads appearing throughout the website and search), overlay in-video ads (ads located at the bottom of the video), in-stream ads (ads that play before, during or after another video is played) and in-display ads (ads appearing on the right hand column next to your video) on YouTube.

To achieve these goals, it’s important to avoid common pitfalls when running a YouTube video ad campaign.
The various YouTube video ad formats suit different types of campaigns, which can help your organization better achieve a variety of goals. If you’re trying to promote existing video content on your YouTube channel, drive traffic to your website or generate awareness of a product line or service offering, display ads can help achieve these goals. Avoid repurposing existing video content; create a video specifically for use on YouTube to generate awareness about your products, services or latest promotion. YouTube is much higher in the sales funnel compared with many other marketing tools or channels, which is why it’s essential that your business have a strong understanding of the intent of those who discover your video ad.
They aren’t likely to convert into customers from seeing your video ad for the first time, but if their intent is matched to the content of your ad, they are more likely to watch it and perform an action in the long-term after seeing more messaging in the future on YouTube and across other channels. In this example above, the user is curious about the benefits of a Smart car and would like to watch a video on the subject. The selection of the thumbnail for your video ads is critical when it comes to generating a strong marketing ROI from your content; the right image can really spike the click-through rates on your ads. You have about five seconds to impress someone to the point that they choose to watch the rest of your video before they skip your ad, close their browser or go elsewhere online. In the first few seconds, focus on clearly defining what value users will take away from watching your video. As a form of content marketing, the point of your YouTube videos is to drive your audience to interact with your business in some capacity, whether that’s to comment on the video or buy your products.
Add contact information like a phone number, website URL, Twitter handle, an email address or other pertinent contact info, when appropriate. What strategies have you found most successful at increasing conversions with your YouTube ads? Digital video dominated the media landscape this year as leading publishers, brands and agencies poured major resources into the format. To better compete with platforms featuring only well-produced, high-quality content, YouTube introduced its “Google Preferred” program in late April.
In order to bolster its bottom line with non-advertising revenue, YouTube is aiming to mimic the success of subscription services such as Netflix and Spotify. YouTube remains a massive, dominant player in the world of digital video, but its competition has steadily gained ground over the course of the year. Facebook is also courting publishers, YouTube stars and other key partners in the looming battle for digital video dominance.
The advance of YouTube’s competitors is reflected the latest data from comScore, which tracks video viewership on U.S. In September, YouTube promised to open up its checkbook to creators on the platform, funding some of their original content efforts on a per-project basis. This time around, with the money going exclusively to “authentic YouTube creators,” YouTube’s motivation is completely different. It’s also about encouraging creators to produce longer programming, said Outrigger Media CEO Mike Henry.
Massive media companies that want a piece of the digital video scene have an easy way in: buy a multichannel network (MCN).
Leading MCNs such as Maker and Fullscreen have grown their audiences to the tens of millions, while keeping their productions costs extremely low compared to TV and film. Justin Bieber first got discovered on YouTube, and more recently YouTube has made Psy’s hit “Gangnam Style” the most viral video of all time. With YouTube being increasingly viewed as the place where pop culture happens, its advertising potential continues to grow exponentially. There are a number of factors that go into making a viral video a success, and more than just a little is luck.
The options are nearly as numerous, with the two major options being display ads and video ads.
Display ads let your ads appear alongside related YouTube videos, or as pop-ups within YouTube videos. You can use topic categories and keywords to specify where you want these banner ads to appear.
But there’s no denying that they are impossible to ignore, even if they are X-ed out immediately. Don’t even think ‘sales pitch.’ Think about quick how-tos, or positive reviews from customers.
Check out our Guide to Creating YouTube Content, packed with video ad concepts and ideas, as well as information on recording your video and optimizing it for SEO. While I can’t testify to any added “truth” value, True View ads are a great deal budgeting wise because you only pay when viewers actually choose to watch your video. In fact, some studies have shown that longer videos (closer to the 60-second ballpark) tend to do better than the shorter ones. Viewers can choose to watch one of three ads or alternatively can choose to see regular commercial breaks during their video. You can customize your channel to express your business’s personality, and make it easy for viewers to subscribe to your future videos. A great example is Old Spice’s video response campaign in which they had Isaiah Mustafa, aka “the man your man could smell like” release a number of videos on YouTube answering questions and comments put forth by fans on Twitter and Facebook. Your videos can serve as a more engaging FAQ, or help customers gain a more advanced understanding of the features your product offers. Answered some questions for me, and I am excited about all the possibilities of YouTube advertising that I did not know of. I think Youtube is a hugely untapped area of online marketing that is only going to get bigger. The section on TrueView ads is exactly the kind of introductory information to that aspect of YouTube marketing I've been looking for. Our solution works across walled gardens to provide advanced audience targeting and insights, simplified media execution and campaign management, and complete cross-platform reporting — empowering media agencies and brand advertisers to deliver extraordinary campaign performance.
Our insights unlock the most advanced targeting capabilities on 3M+ YouTube channels and within each platform, including behavior, interests, location, demographics, remarketing, and contextual targeting. Pixability’s platform makes campaign setup 3x faster, enables complex multivariate testing of 500+ campaigns in just a few clicks, and delivers real-time optimization. Combined with full transparency, verified viewability, and guaranteed brand safety, Pixability ensures campaigns will deliver benchmark-beating outcomes every time. Pixability’s user-friendly, custom dashboard brings together campaign results across YouTube, Facebook, Instagram, and Twitter with normalized metrics, to enable clear campaign performance analysis in a single glance, and simplify cross-platform comparisons. While this may sound a little ambiguous and unclear, the point they are trying to get out is that YouTube is an engagement channel;  people are emotionally engaged while watching videos, and this can now be easily managed via Adwords as easily as normal text PPC Ads.

It was made for TV, isn’t the best advert in TV history and doesn’t look to engage in the first 5 seconds, yet it amassed over 389k impressions with 52,042 views at a CPV of just 5p in a one month test period. These videos should have a strong ROI to support the growth of your business, reach the right users and be cost effective in order to work properly for your organization.
Since these ads are brief, their main purpose is to generate traffic to your web properties. Tell your viewers what action you’d like them to take after watching your video, like viewing another video on YouTube. An ad is populated based on the keywords used in this search; in this case, Cadillac wants to inform the user about one of its latest models. YouTube ads are based on CPV (cost-per-view), which tend to be cheaper than an average CPC (cost-per-click) of AdWords, giving you a little more flexibility in your keyword targeting. To help encourage a YouTube user to click on your ad, choose thumbnails that are relevant to the subject of the video. This is important because your thumbnail should give the impression that your video is from a quality source. It’s important to wow a person by quickly catching their attention with your video ad through an offer, exclusive information or surprising messaging.
In this example above, Longhorn Steakhouse discusses its new pricing on some of the most popular dishes by quickly calling out the price within the first few seconds of the ad in hopes of catching a viewers attention.
At the end of your video, focus attention on a call-to-action, either written or verbal, that tells your audience what specific action you’d like them to take. Remember to include the name of your business, as well as a logo as a part of the call-to-action for an additional reminder of who your are. All other products, services, and company names are trademarks, registered trademarks or service marks of their respective owners. And YouTube once again dominated the world of digital video, though it faced a raft of competition from players new and old. Preferred enables brands to advertise exclusively against the top 5 percent of content on the site, in areas such as food, music and gaming.
In late October, YouTube CEO Susan Wojcicki said she’d like to offer users an alternative to pre-roll ads on the site.
The social media giant even signed a deal with the NFL last week for access to short video clips, such as highlights and news, revealing the massive scope of its video ambitions.
This isn’t the first time it has tossed money at channels, however: Back in 2011, it handed out $100 million to over 100 channels on the platform, many of which were established media firms and figures. It’s a defensive move as competitors such as Facebook, Vessel and Vimeo court YouTube creators with lucrative deals and revenue shares, Grantland publisher David Cho explained to Digiday at the time. That’s exactly what Disney, Otter Media (The Chernin Group and AT&T’s joint venture) and European broadcaster RTL Group did this year with their respective acquisitions of Maker Studios, Fullscreen and StyleHaul.
But these media giants snapping up MCNs are paying for more than access to millennials and Generation Z: MCNs enable marketers to deliver video ads to highly targeted audiences and craft effective native ads with leading influencers. In May, Disney chief financial officer Jay Rasulo stated that the Maker buy was not about IP, but about its underlying tech. And that’s not just an empty title – “Gangnam Style” has reached nearly 1 billion views, and those views can be equated to serious YouTube advertising revenue. And if all else fails and you’re really stuck, fall back on YouTube fundamentals – kittens! What’s great is that with this option, you can create videos longer than 30 seconds, allowing you to experiment with video ad lengths.
My theory is that longer videos are probably developing a richer story that is keeping viewers engaged, rather than throwing out a short “look at this, you should buy it” ad. This immense ad takeover doesn’t come cheap – a single day will cost you around $300,000, so this option is primarily for those with the deep pockets. I will definitely be digging deeper into this whole area to start advertising as best I can.
Dynamic budget allocation maximizes performance against campaign KPIs across video platforms in-flight.
Using keyword, interest, demographic or topic targeting, we can basically manage TV ads on YouTube the way we would manage our paid search campaigns on Google Adwords, using the variety of various Ad formats at YouTube’s disposal. This integration became possible at the End of April this year as previously, ads of this format could only be managed on YouTube and at a far more basic level than what can be managed now.
Not only that – the advert received 7,201 clicks, undoubtedly increasing the brand awareness of the client and securing more YouTube activity for the future. It’s likely they are a bit higher in the funnel, just entering the research and discovery phase when viewing your video messaging. In some video ads, perhaps even a promotion of some kind will help improve the likelihood that your call-to-action will drive results. As the year comes to a close, we reflect on what we have learned about Google’s video-streaming site in 2014.
Marketers can pay an even higher rate to allocate some of that inventory to the top 1 percent of videos. For $10 a month, Music Key offers ad-free listening, the ability to play music offline and in the background on your phone, and access to Google’s Play Music All Access service. Specifically, content shaped more like TV programming could appeal to a broader range of demographics as well as advertisers more comfortable with that format. Later that month, Disney CEO Bob Iger affirmed that position, adding “we did not believe we had the ability… to distribute as effectively and to sell as effectively” as Maker. If the video is delivered by the client, this is hard to manage for an agency perspective, but if the video is good enough, it is a massive opportunity. Finally, incorporate color into your thumbnail to ensure it stands out from other video thumbnails that appear on a viewer’s screen at any one time. EMarketer expects YouTube’s net video ad revenues to grow in step with the broader digital video ad market, which will face declining growth rates in the coming years, the research firm anticipates. The service brings music fans convenient access to hot new tracks as well as the eclectic rarities and remixes uploaded by the YouTube community. But with 104 million unique viewers, AOL topped a major milestone, breaching the 100 million mark for the first time. It would have taken “a long time to build [that] kind of technological expertise,” Iger said. This past May, YouTube posted 150 million unique video viewers, AOL had 66 million, Facebook had 81 million and Yahoo had 52 million, according to comScore.

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