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5th Sem-Unit 3-YouTube Marketing Course Code-BBA-DM 504 Semester- V

YouTube ads are video promotions that leverage Google's user data for targeted advertising, appearing on YouTube and partner sites. There are various types of YouTube ads, including skippable and non-skippable in-stream ads, bumper ads, and overlay ads, each with unique features and purposes. Advertising on YouTube is beneficial for businesses due to its vast reach, engaging video content, sophisticated targeting options, and comprehensive analytics.

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Inge Utta Pele
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4 views24 pages

5th Sem-Unit 3-YouTube Marketing Course Code-BBA-DM 504 Semester- V

YouTube ads are video promotions that leverage Google's user data for targeted advertising, appearing on YouTube and partner sites. There are various types of YouTube ads, including skippable and non-skippable in-stream ads, bumper ads, and overlay ads, each with unique features and purposes. Advertising on YouTube is beneficial for businesses due to its vast reach, engaging video content, sophisticated targeting options, and comprehensive analytics.

Uploaded by

Inge Utta Pele
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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YOUTUBE MARKETING

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UNIT III: YOUTUBE ADS

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YOUTUBE ADS
YouTube ads are video promotions that appear on the channel’s website and app, as well
as on its partner sites known as the Google Display Network (GDN). Because YouTube is
part of Google, its advertisers benefit from the depth of Google’s user data. This
information—gathered from viewers’ Google search histories and their YouTube viewing
habits—can be used to narrowly focus an ad campaign. Targetability is what makes
YouTube advertising so compelling, since your company’s video promotions can be
featured alongside relevant YouTube videos that millions of people choose to watch for
fun or education.

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TYPES OF YOUTUBE ADS
1. In-Feed Video Ads
In-feed video ads show up on the YouTube
homepage, search results pages, and as
related videos on YouTube video watch
pages.
This ad appeared after performing a YouTube
search:
Once a user clicks on the ad, the destination
video page features a spot on the right-
hand column where a companion banner
display ad will appear. You can pay for these
videos with CPV bidding.

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TYPES OF YOUTUBE ADS
2. Skippable In-Stream Ads
Skippable in-stream ads are the primary
ad type on YouTube, where advertisers
pay only if a user watches for at least 30
seconds, to the end, or engages with a
call-to-action (CTA). These ads must be 12
seconds to 6 minutes long and can appear
before videos or across the Google
Display Network. Viewers can skip the ad
after five seconds. Marketers can
customize these ads with various CTAs
and overlay text, as shown in examples
like Grammarly's ad.
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TYPES OF YOUTUBE ADS

3. Non-Skippable In-Stream Ads


Non-skippable ads can appear before,
during, or after videos, lasting 15 to 20
seconds. For example, mid-roll ads in
YouTube videos over 10 minutes show a
five-second countdown on desktop, with
yellow markers indicating ad placement
on the app.

Since viewers can't skip these ads, including a call to action (CTA) is crucial for encouraging
clicks by offering something valuable. They're effective for promoting new products or
major events, enhancing viewer engagement.

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TYPES OF YOUTUBE ADS

4. Bumper Ads
Bumper ads are six-second, non-
skippable YouTube ads that play before
videos. While they can't convey a full
story, they effectively complement
larger campaigns for product launches
or events. It's crucial to use this brief
time wisely, focusing on memorable
brand elements. Bumper ads operate on
Target CPM bidding, charging based on
impressions.

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TYPES OF YOUTUBE ADS

5. Overlay Ads
Overlay ads are a specific kind of banner ad that appears at the bottom of the video, as
illustrated below. This ad format works well to complement other in-stream video
campaigns.

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TYPES OF YOUTUBE ADS

6. Outstream ads
Outstream ads begin playing with the sound off. Viewers can tap the ad to unmute the
video. Outstream ads are designed to increase your video reach at an efficient cost.

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TYPES OF YOUTUBE ADS

7. Masthead ads
A YouTube Masthead is a digital billboard placed on YouTube's homepage for 24 hours

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DIFFERENCE BETWEEN PPC AND YOUTUBE ADS
Aspect PPC (Pay-Per-Click) YouTube Ads

A model where advertisers pay each time A video-based advertising platform within
Definition
their ad is clicked YouTube's ecosystem

Video ads (skippable, non-skippable,


Ad Format Text, display, or shopping ads
bumper ads)

Search engines (Google, Bing) and partner


Platform YouTube video platform
websites

Payment Advertisers pay per view (CPV) or


Advertisers pay for clicks on their ads
Model impression (CPM)

Appears before, during, or alongside


Visibility Appears on search results pages, websites
YouTube videos

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DIFFERENCE BETWEEN PPC AND YOUTUBE ADS
Aspect PPC (Pay-Per-Click) YouTube Ads

Audience Focuses on video engagement like views,


Immediate user action (clicks) is tracked
Engagement likes, or shares

Brand awareness, video engagement, and


Typical Goal Drive traffic, conversions, or sales
lead generation

Video ads of various lengths (5-30 seconds


Ad Length Typically short text or image-based ads
or longer)

Keyword-based, geographic, Behavioral, contextual, remarketing, and in-


Targeting Options
remarketing depth demographic

Creative
Text, images, product info High-quality video content
Requirements

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WHY CONSIDER ADVERTISING ON YOUTUBE?
Advertising on YouTube is beneficial due to its immense traffic, with millions of users visiting
daily, creating numerous opportunities for product impressions. Additionally, YouTube ads
are more effective as viewers engage with content actively, paying attention to ads before
videos, even if they can skip them.

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WHY YOUTUBE ADVERTISING IS BENEFICIAL FOR BUSINESSES
Advertising on YouTube offers businesses a myriad of compelling reasons to harness the
platform’s vast potential. With over two billion logged-in monthly users, YouTube provides
an unparalleled reach to a diverse and global audience.
1. The visual nature of video content enables businesses to convey their brand messages in
a compelling and engaging manner, fostering deeper connections with viewers.
2. YouTube’s sophisticated targeting options allow advertisers to reach specific
demographics and tailor their campaigns to the interests and behaviors of their target
audience.
3. The platform’s seamless integration with Google Ads facilitates a unified advertising
experience, enabling businesses to manage campaigns across various Google properties.
4. Furthermore, YouTube’s comprehensive analytics provide valuable insights into ad
performance, allowing advertisers to refine strategies and optimize return on
investment.
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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE

Attention, Branding, Connection, Direction – these are the four fundamental principles for
crafting impactful YouTube video ads. This ABCDs guide offers suggestions to help you
implement data-driven best practices. In fact, research conducted by Kantar revealed that
ads adhering to the ABCDs framework produced favorable results.

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE
Drop viewers in from the start and immerse them with
audio and visuals that pique their interest.
Cheetos (US) takes viewers right into the story of its new
Popcorn, with bright orange fingers and a musical track
that reinforces the key message.

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE
How to hook and sustain Attention

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE

Make use of a broad range of branding elements to show


and tell viewers who you are.
Ruffles (BR) introduces itself early and maintains a presence
throughout by integrating branded products in the story.

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE
How to Brand early, often and richly

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE

Create connections through the experience of your product.


Gojek (SG) presents the human experience of its product and
the joy it sparks when it gets you to where you wanted to go.

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE
How to help people think or feel something

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE

Direct people to do exactly what you want them to do.


Halodoc (ID) shows how to book a doctor visit, whenever
and wherever you are.

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ABCD’S OF EFFECTIVE CREATIVE ON YOUTUBE
How to ask them to take Action

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HOW TO LAUNCH A YOUTUBE AD

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