MonthlyYouTubevisited by more than 2 billion unique users. This makes the site one of the largest social networks in the world, and therefore interesting for advertisers. Now, incorporate YouTube ads into your marketing strategy.
is almost a must, regardless of industry or niche. But in order for this channel to be the most effective, it is necessary to choose the optimal type of advertising on YouTube for the product or service being promoted, as well as follow the recommendations for its creation and further analysis of the results.
Current YouTube stats:
- YouTube is the second-largest search engine in the world.
- In Ukraine, YouTube ranks second in terms of audience coverage.
- According to Statista, 27.2% of viewers spend more than 10 hours per week watching video content on the platform, and 15.4% spend between 7 and 10 hours. The rest in almost equal amounts from 1 to 7 hours.
- A Ukrainian viewer spends about 40 minutes a day on YouTube, according to a VIDEOFIRMA study.
- VIDEOFIRMA also found out that by gender, the Ukrainian YouTube audience consists of 53% women and 47% men.
- After Netflix, YouTube is the second most popular platform for watching videos on TV screens among people aged 18 to 34.
- 30% of Ukrainian YouTube traffic comes from the content of children’s YouTube channels, which characterizes video hosting as an excellent platform for reaching a youth audience.
- YouTube outperforms all mobile apps in terms of traffic generated. The video service accounts for 37% of global mobile traffic, Sandvine writes in its report.
- Relaxation and entertainment are the top reasons to watch YouTube videos. Only during the quarantine period in 2020, did interest in cooking videos increase by 45%, by 400% in videos about bread and sourdough, and by 200% in training videos.
- The main issues advertisers face are ad-skipping and blocking. 65% of YouTube users skip ads before they finish watching, and 40% to 70% of Internet users use AdBlock.
Types of ads on YouTube
YouTube video hosting provides a lot of opportunities for advertising. You can promote the right products or services using traditional short integrated videos, through adaptive display ads on the Display Network, or through bloggers. Also in the near future there will be an audio ad format, which is already in beta testing. All these types of advertising formats on YouTube make sense to analyze in more detail.
YouTube video ad
Being a platform for videos, the hosting is ready to work with video ads. Their setting is done through the advertising account in Google Ads.
Skippable in-stream ads
In this case, video ads are shown before other videos on the site itself, in partner applications, and on sites that have embedded YouTube videos. Most often, they automatically start at the beginning, middle, or end of the video. The viewer can skip the ad 5 seconds after it starts. Payment depends on the purpose of the campaign. When a cost per view is set, the funds will be debited if the advertisement is played for more than 30 seconds or the viewer interacts with it. If the price is set for impressions or conversions, then payment depends on the number of impressions.
Skippable in-stream ads are used to increase brand awareness and interest in specific products, and sales, and drive traffic to the site. They can be used as a business card for a brand or a new line of products/services, informing the audience about special offers, collecting leads, and even direct sales.
Because in-stream ads look less like ads than classic banner ads, they grab attention easily. This is especially true for young users who hardly pay attention to regular banner ads. In-stream ads also provide benefits for content providers because they have the opportunity to earn more. But the format also has its drawbacks. If advertisements are shown to the user when they do not expect them, this may lead to a loss of trust and, in the long term, the rejection of the goods or services of the company in question.
Non-skippable in-stream ads
These ads are small videos up to 15 seconds long. They also run in different places in the video, but you won’t be able to skip them. The viewer will be forced to watch the advertisement in its entirety.
Webpromo experts canset up your YouTube video adso that you get maximum coverage and high recognition. We use targeting to the maximum to find exactly your target audience on the platform and its partner sites. To calculate the cost of video advertising,leave a requestand we will contact you.
Video Discovery Ads
A promotion system that advertises a video in a list of related videos or on search results pages. Video Discovery is suitable for those who want to increase the popularity of a particular video on the platform. It does not require a link to the site.
The advantage of this type of ad is that you can test different positions and scale the ones that work best for your business.
Splash Ads
These are small videos lasting 6 seconds without skipping. An effective solution is if you need to quickly remind potential customers about a brand that is already known. Fits in serial impressions and remarketing.
Out stream ads
We note right away that this type of video ad was included in our article only to remind you that YouTube does not show Out-Stream ads. This format was developed specifically for mobile devices and users see it on the websites and applications of Google video partners.
For out-stream ads, cost-per-thousand-impressions apply. An impression is considered to be an ad in the visible area for more than 2 seconds. This allows you to increase the coverage of the Republic of Kazakhstan at a bargain price.
Mastheads
The type of native ad is displayed at the top of the main video hosting page. This solution is suitable for large advertisers seeking to expand their influence. You can only use these video ads with the help of a Google sales representative.
The format adapts to desktop, mobile, and TV screens. Payment is made according to one of two schemes – a fixed price per day or per thousand impressions.
Audio ads on YouTube
In November 2020, YouTube Ads Product Group Manager Melissa Shay Nikolic announced on the Google blog the launch of youtube audio ads. At the moment (January 2021), the format continues to undergo beta testing. They are available in Google Ads, Display & Video 360 CPM auctions with the same audience targeting, bidding strategies, and brand lift measurement capabilities as YouTube video campaigns.
Like other types of ads, audio ads are designed to increase brand awareness, but already among a new audience – audio. This method of promotion can be no less effective than traditional videos. After all, if your audience prefers an audio format among others, then it will be more comfortable for them to perceive advertising content in the same form.
Responsive display ads
Promotion with responsive advertising on YouTube involves displaying it on the Display Network. Ads are created based on the items you add, and their appearance and size are automatically adjusted to the available ad spaces.
The advertiser only needs to add the desired logo, headlines, pictures, videos, and descriptions. You won’t need to manually set up responsive ads on YouTube, as the Google service will automatically generate ads based on available ad spaces. In this case, the system will strive to achieve maximum efficiency.
Responsive display ads on YouTube can appear in different places as text, graphics, or native ads.
Advertising with bloggers
The spread of blogging as a cultural phenomenon has led to the emergence of new methods for promoting goods and services. More and more advertisers seek to cooperate with popular bloggers, thereby increasing the number of potential customers. There are several types of cooperation with bloggers on advertising issues.
Product placement
An effective method to increase the audience of a brand or a specific product. At the same time, much depends on the right moment for promotion, since a mistake in this matter will lead to the fact that advertising will be completely ineffective.
The essence of the promotion is that the blogger in the video uses some props that have a specific commercial counterpart. Both the product itself and the brand logo can appear in the frame. Mentioning a product or service in a positive way will be no less effective.
Integration of native advertising
Integration into blogger videos works like promotional content. It looks like commercials. The differences are due to the fact that the integration is organically built into the actions of the movie. When developing ads for bloggers on YouTube, the creative component is important, since the slightest unnaturalness can repel the viewer. It is advisable to discuss with the blogger all the questions on the context at the planning stage.
Exclusive Video
Creating an exclusive video performs a number of marketing tasks at once. Using this tool, you can conveniently generate leads and increase audience loyalty. Here the blogger not only mentions the brand or products but dedicates the entire video to them.
Such advertising is more expensive than standard integrations, but with the right and creative approach, the return on such an investment will be appropriate. The advertiser should not interfere too much in the process of creating an advertising video, since the blogger feels his audience much better.
The imagination of the authors in the process of working on the video is not limited. You can promote products in the form of full-fledged promotional videos, clips, reviews, or even in the form of entertainment content.
Ambassadorship
Ambassadorship is a method of supporting a brand, product, or service through personal recognition and regular collaboration. Bloggers and opinion leaders often become the faces of specific companies, thereby increasing their popularity.
As part of the ambassadorship, bloggers can recommend products to their viewers or arrange full-fledged shows dedicated to a specific topic. The second option seems to be more effective because it attracts more attention.
Thoughtful brand collaborations with bloggers or celebrities can produce great results by increasing brand awareness and, consequently, increasing sales.
Advertising insert
Advertising inserts are needed to solve the problems of lead generation and general promotion of goods or services. The insert looks like a full-fledged ad embedded in the video but separated from its subject matter (as opposed to integration). It is best to entrust the creation of such advertising to the blogger himself so that it does not contrast too much with his main content.
How to Analyze YouTube Ads
Advertising analytics is the most important stage, the neglect of which is fraught with the complete inefficiency of the methods used and the loss of money. There are several methods for tracking the effectiveness of ads.
How to analyze video campaigns
You can analyze video campaigns using built-in tools or third-party tools. You can set up YouTube video ads with the built-in YouTube Analytics tool. It allows you to get all the information about the number of views and interactions with the video. Interaction here refers to any activity of users.
Additionally, you can use Google Analytics to help track user behavior and evaluate the bounce rate. A combination of the service built into YouTube and the Google tool will help you easily identify those customers who came from the video.
To get the right conversions and increase sales, you should consider the following metrics:
- CPV. The cost of one paid to view. Depends on the advertising budget and the number of views.
- CTR%. A parameter that determines the percentage of clicks on the link from the total number of views.
- Engagement Rate. Involvement of the audience in the work with advertising content. All interactions are summarized, including ratings and comments.
- Audience retention. Determines how long users have been exposed to ads on YouTube.
- CPA. The percentage of specific actions (registration, purchase) from the total number of views.
We talked more about metrics in Google Ads and YouTube Analytics in our article.about YouTube ad formatsthat were available in 2019.
How to analyze AMO
When launching responsive display ads, you should analyze their effectiveness directly in the Google Ads advertising account. On the corresponding pages of the service, the user can do the following:
- Find out which text options arouse the greatest interest among potential buyers;
- Determine the most effective ad format;
- Eliminate ineffective targeting methods;
- Find the most appropriate targeting methods.
The Demographics page displays information about which population groups are most receptive to advertising. Moreover, statistics are generated even without demographic targeting. Here you should pay attention to groups with a large number of conversions, as well as groups with the lowest cost per conversion. Separately, the service shows the target audiences that were targeted in the process of creating ads.
How to analyze ads from bloggers
After the blogger has released an advertisement for the product of interest on his channel, the advertiser needs to analyze its effectiveness. It is important to understand what exactly had the greatest response from the audience, and what is better to refuse. Even at the stage of negotiations with the blogger, it is recommended that he provide data for further analysis following the integration.
The most important metrics are:
- The number of views of the video for a specific period of time;
- The number of likes;
- The number of dislikes;
- The number of comments under the video;
- Duration of advertising integration.
These are basic statistics that affect both the blogger and the advertiser. Separately, it is recommended to watch the comments under the video in order to identify a positive or negative reaction from the public, as well as possible pains for your immediate target audience.
Next, it makes sense to consider the effectiveness of advertising in more detail. This takes into account the audience retention rate (how often ads were skipped), demographics (gender, age, location of viewers), and actual CPM. But the most important indicator of the effectiveness of advertising is the number of clicks on the link placed in the description of the video.
It is worth noting that it makes sense to record such metrics at least 2 weeks after the release of the video on the platform.
Advantages and disadvantages of advertising on YouTube
Advertising a brand, product, or service through YouTube video hosting guarantees the following benefits:
- Direct contact with the audience. Through advertising on YouTube, you can openly and informally tell viewers about your products and services. In a word, to speak with clients in their language in a comfortable environment for them;
- Choice of target groups. The right approach to setting up advertising will allow you to reach exactly those groups of people who are most interested in the products offered;
- Convenient analysis of advertising effectiveness. Through your Google Ads account, you can find out the number of ad views, as well as fix the budget for promotion. Additionally, YouTube has its own data analytics system.
The disadvantages of promoting on YouTube are almost the same as with all types of paid advertising:
- Frequent display of ads can cause negative emotions in people because it is too intrusive;
- to promote goods or services through videos, you will need a budget. Small companies are unlikely to be able to afford this type of advertising.
Best Practices for Creating Video Content for YouTube Ads
To effectively promote products and services on YouTube, it is not enough to know the basic methods of advertising. It is also necessary to clearly understand the goals facing the company. Inexperienced advertisers can be guided by the following tips:
- A video with advertising is best done within 12-30 seconds. During this time, the viewer will be able to catch the main meaning of the message and remember the brand;
- A serious emphasis on the advertised service or product is best done at the beginning (5-10 seconds). Such an approach will allow you to contact even with the audience that squanders advertising. Thus, the advertiser receives a useful effect without paying for it;
- If the goal of video advertising is conversions, then it is worth using suitable marketing tools (calls to action, lead magnets, etc.);
- From an advertisement, it is better to direct users to a special landing page of the brand, and only then to the website. This increases customer loyalty.
Findings
Advertising on YouTube is a must-have in 2021 as the number of platform users is growing every year. If you haven’t tried any of the presented formats yet, then it’s time to start testing them. For any business, it’s best to get to know everyone and measure their success. This is the only way to find the most advantageous option in your niche and effectively achieve your business goals in the future.