Here is a fact about YouTube that a lot of businesses are not aware of, even today.
YouTube has over a billion users — almost one-third of all people on the internet — and every day people watch hundreds of millions of hours on YouTube and generate billions of views.
Video is quickly becoming a default tool for marketers – however creating a compelling video is just one side of the equation. A video needs to be compelling in order to capture results, but the challenge is getting the video in front of the right audience.
Google AdWords for YouTube Video Advertising
Similar to AdWords, YouTube video ads allow marketers to display videos in YouTube search results, as well as before, during, or after videos on YouTube and other Google Display Network partners. Where YouTube ads differ from regular paid search campaigns is that users are able to target an audience based on specific demographics, interests, topics, custom audiences, and remarketing. This kind of targeting provides businesses with better insights and a deeper understanding of their client.
There are different options when looking at YouTube video ads: TrueView video discovery ads and TrueView in-stream video ads.
TrueView Video Discovery Ads
According to Google AdWords, “video discovery ads appear in places where viewers discover content, like on YouTube search results, next to related videos, on the YouTube homepage, and on partner sites and apps. They invite people to click on a thumbnail to watch your video ad and help surface your videos to an interested audience.”
Once the ad is clicked, the destination video page is featured with a banner on the right column which displays other videos hosted by the advertiser.
TrueView In-stream Ads
In-stream ads play automatically before a selected video. The ad space is made available by the owner/creator of the selected video opting into the display advertising to earn money.
With In-stream ads viewers are able to skip the ad after five seconds. In-stream ads also allow advertisers to place a call-to-action overlay that directs viewers to a specific landing page, similar to other digital paid advertising.
Depending on campaign goals, an advertiser can choose if they want the videos to be displayed within YouTube search and videos only, or to expand their reach even further and target videos on Google partner sites (Seekingalpha.com, foodnetwork.com, etc.), apps, and Display Network.
What marketers need to know about YouTube Video Advertising
Online video is here to stay and, at this point, YouTube is the industry leader. YouTube is arguably the second largest search engine and the third most visited site on the internet. While Google AdWords gives advertisers the ability to reach the largest number of users out there, YouTube offers the next big opportunity. Video allows advertisers to capture users in a unique and engaging way that no other form of media offers. It is not just a branding and awareness tactic anymore, but can help capture actual conversions if implemented with appropriate goals and accurate tracking.
IN-CONTENT PHOTO SOURCE INFORMATION: YouTube